Entrepreneur Maximiliano Postigo, CEO of Panda Corp and former representative of the National Bank of Argentina in China, emphasized at an event in City TOP in Buenos Aires that Argentina already has a good country brand, but, for example, in the case of the national soccer team, it incorporates a specific image that adds value. He stated that this was one of the strategies used by companies like Arcor and wineries.
Postigo highlighted that snacks with images of the Argentine world champion team are already being sold in China, which has many Chinese fans. The national team has a sponsorship deal with the Chinese company Panpan Group, a snacks and beverages company, so snacks and products with images of Messi and other players can be found in China as part of their marketing and brand development agreements in Asia, especially after the 2022 FIFA World Cup in Qatar.
He stressed the importance of Argentine exporters "establishing themselves in China," a country with 1.4 billion inhabitants, a third of which belongs to a middle class with sufficient purchasing power. Instead of trying to sell something to the entire country, one should look for a niche, an opportunity, even knowing that it is expensive and risky.
One of the "secrets," Postigo said, is to follow precise steps to find a client: "identify, validate, consolidate, and if everything goes well, tackle logistics." He also noted that marketing and finance must be united.
In his speech, Postigo also touched on the topic of imports from China, reviewing recent regulations and speaking about "smart strategies" to adapt to the 2026 regulation "without hindering the flow of business."
He explained what "guanxi" is, which means "this person is reliable, validated, and is part of our circle and is a friend."
Postigo also mentioned some sectors where there is already export experience, such as wine and meat, but he especially emphasized the recent opening of the Chinese market to pecans, products with higher protein content, and pasta.
He urged to deepen the concept of branding by linking Argentine-made consumer goods with the image of the national soccer team. "When the numbers don't add up, that's the way, be creative," he said.
In conclusion, he advised against waiting for tariffs in China to be lowered or the exchange rate in Argentina to change, saying, "No, you have to find a way. If you're going to fish, you don't do it alone."
