Kim Qiangwei, CEO of Hale Spices (Jinan) Co., Ltd., has reaffirmed his company’s confidence in Jinan as a strategic hub for its operations in China, announcing a new round of investment aimed at driving long-term, sustainable growth.
Speaking at the “Dialogue with Springs City – China (Jinan) International Business Association Industry Dialogue” in November, Kim praised Jinan’s transformation over the past decades: “In recent years, what impresses me most is that the city has become more refined and greener.”
For Kim, the connection with Jinan is deeply personal and professional. His journey with the city began nearly 30 years ago when Hale Spices, a Singapore-backed investment project, first set up operations in Jinan in the early 1990s. A second round of investment followed in 2015 with the establishment of a wholly foreign-owned enterprise, which began operations in 2018. Since then, Jinan has served as a cornerstone of Hale’s expansion in the Chinese market.
“Jinan is Hale’s long-standing base in China,” Kim explained. “From the very beginning, the city has supported us tremendously. In return, our company has also contributed to local education, trade, and industry, achieving mutual growth.”
The CEO highlighted opportunities under the Regional Comprehensive Economic Partnership (RCEP), noting that many spice raw materials originate from Southeast Asia, particularly Indonesia and Malaysia—both key suppliers for Hale’s Jinan operations. Strengthening collaboration, he said, will further enhance trade flows between China and ASEAN markets.
Kim has also been active in local dialogue platforms such as the “Afternoon Tea with Government and Enterprises” roundtable, where officials and business leaders discussed practical ways to improve Jinan’s business environment. For him, such events demonstrate the city’s commitment to listening to enterprises and addressing their real challenges.
Recent reforms have also given Hale a boost. As one of the first pilot enterprises under Jinan’s “food-medicine homologous products” customs facilitation policy, Hale successfully imported 21 tons of mustard seeds directly from Canada in December 2024—the first batch under the new system. The change not only reduced procurement costs by over RMB 400,000 but also solved long-standing institutional bottlenecks, accelerating supply chain efficiency.
“China is not only a place of origin for spices but also a super-sized consumer market,” Kim emphasized. “With policy innovation in the Jinan Free Trade Zone, we can expand both our sourcing and our sales channels more effectively.”
Now a naturalized German citizen and permanent resident of China, Kim proudly describes himself as a “new Jinaner.” In 2023, he obtained China’s permanent residence permit, followed by the upgraded “Five-Star Card” in 2024. “Jinan is an ancient yet modern city—open, vibrant, and warm. It has truly become my home,” he said.
Even in 2024, amid a complex global economic environment, Hale Spices (Jinan) achieved 7% annual growth. With new investment plans underway, Kim envisions a stable and enduring future in the city: “Together with Jinan, we want to grow, progress, and create lasting success.”