A view of the workshop of the Binzhou-based Coolmes (Meichu) Group. [Photo/Haibao News]

A commercial rice steamer might not sound exciting, but for Binzhou-based Coolmes (Meichu) Group, it represents a journey from a small workshop to a presence in over 60 countries and regions.

Founded in 2001 in Binzhou's Boxing county, Shandong province, known as "China's kitchen capital", Meichu produces commercial steamers, disinfection cabinets, refrigerators, dishwashers, and other kitchen equipment. The company holds over 100 patents and ISO9001, CE, and ETL certifications.

In 2025, Meichu upgraded its overseas strategy from product export to brand export, setting up offices and subsidiaries in 20 countries including Indonesia, Thailand, Saudi Arabia, and Italy. International orders grew by over 10 percent year-on-year in 2025 and 2026, with new breakthroughs made in emerging markets such as Argentina, Chile, and Central Asia.

Behind this growth is support from local foreign affairs departments. They streamlined approval processes for APEC business travel cards and invitations for foreign guests, and organized matchmaking events with visiting business delegations. "Our steady international growth depends on this kind of support," said Hao Xuguang, chairman of the Coolmes (Meichu) Group.

"The company now plans to explore overseas factory setups and further expand its global footprint," Hao added.