Recently, a range of products from Maoming Dianbai Agarwood Investment Group officially launched in local fragrance stores in Abu Dhabi, the capital of the United Arab Emirates (UAE). The lineup includes agarwood leaf tea gift sets, agarwood pillows, pure agarwood oil, incense sticks and daily care products, marking the group's first entry into the Middle East market.
The Middle East has a long tradition of incense burning and wellness practices, and agarwood is widely used in daily life. As one of China's major agarwood-producing areas, Dianbai is well positioned for this overseas launch. Abu Dhabi was chosen as the debut destination for its role as the UAE's capital and economic hub, as well as its strong market reach.
All four product categories are made with authentic Dianbai agarwood and tailored to local preferences. Pure agarwood oil is designed for skincare and aromatherapy; incense sticks suit traditional local incense rituals; agarwood leaf tea targets health-conscious consumers; and agarwood pillows cater to demand for quality sleep.
For the group, the launch fills a key gap in its overseas market layout. Leveraging Abu Dhabi's geographic and economic advantages, it plans to deepen its presence across the Middle East and expand from a regional brand into an international one. Overseas sales and market feedback will also help drive product innovation and upgrades in quality control, laying a solid foundation for future expansion into Southeast Asia, Europe and the Americas.
Dianbai agarwood had previously entered the Middle East through raw material exports. As a leading local state-owned enterprise, the group's pioneering move also offers a useful reference for small and medium-sized agarwood businesses in Dianbai seeking to explore global markets.
Author: Deng Jianqing
Photo provided by the interviewed enterprise
