Deepening MENA Market Layout, Building a New Benchmark for Cross-Border Collaboration

Suzhou, China | May 25, 2025 — THi (UAE) and Suzhou ecMAX Technology Co., Ltd. (ecMAX) have signed a Memorandum of Understanding (MoU) to establish a joint venture in the Middle East and North Africa (MENA) region. The signing ceremony was attended and witnessed by Mr. Frank Wu, Chairman of THi Group, along with senior management representatives; Mr. Wang Shan, CEO of ecMAX, accompanied by her executive team; and Dr. Zhang, CEO of the UAE-China Innovation Centre (CIC), with Deputy Director Ms. Ye Luling.

The collaboration will focus on advancing the automotive industry’s localized deployment in MENA and cross-border strategies for beauty, health, and fast-moving consumer goods (FMCG) sectors, leveraging combined resources to accelerate regional market expansion. This agreement marks a new phase of localized collaboration between THi Group and ecMAX in the MENA market.

Cooperation Background

THi UAE, as a key subsidiary of THi Group in the MENA region, has been deeply involved in the development of the Ras Al Khaimah Economic Zone since 2024. In partnership with the UAE-China Innovation Centre (CIC), it has established a high-tech industrial park and enterprise service platform, receiving strong endorsement from the Ras Al Khaimah Ruler and the UAE government. Under this collaboration, THi UAE, alongside CIC, will leverage its expertise in local government relations and regional channel resources to provide infrastructure and strategic implementation support for the joint venture.

ecMAX, capitalizing on its strengths in digital retail, cross-border supply chains, and e-commerce knowhow, will empower the joint venture with core capabilities in product supply chain optimization, brand asset management, and data platform integration through a dual-driven "technology + operations" model. This initiative aims to bridge Chinese products with MENA markets and vice versa.

Strategic Vision

Frank Wu, Chairman of THi Group, emphasized: "The localized expertise of THi UAE and ecMAX's digital and supply chain capabilities create powerful synergies. Together, we will develop exemplary projects for regional industrial collaboration."

Sam Wang, Chairman of ecMAX, stated: "The partnership with THi UAE opens a new chapter in ecMAX's global expansion strategy. Beyond exporting Chinese technology and products, we aim to achieve overseas business growth by integrating into the MENA's localized ecosystem."

The partnership with ecMAX will further optimize THi UAE’s regional industrial deployment and investment strategies, while significantly enhancing the Group’s influence in the Gulf Cooperation Council (GCC) and MENA markets.