The Leaders in Frozen Foods Market | Michelle Tong

In 2015, she took the post of Global Marketing Director and Global Media Director, responsible for the overall business planning of the international market, global advertising media launch, and resource management; she led Synear Foods to launch an innovative entertainment marketing strategy comprehensively and was the first in the industry to cooperate with various media channels and other platforms in internet marketing, winning multiple creative marketing awards.

In the same year, she searched for a target in the United States and led the acquisition of Synear Foods’ factory in the United States (formerly known as the Nestle factory). It was put into operation in 2018, becoming the first overseas factory of Synear Foods.

In 2020, Synear Foods formulated “ Global Expansion “ as the company’s highest strategy and restructured its global business unit. Michelle Tong was appointed President of the worldwide business division and also served as CEO of Synear Foods USA, accelerating the implementation of the worldwide business layout strategy and the growth of the international market business.

Becoming the most famous brand in the world is no small feat. Still, the company has accomplished so much more thanks to Michelle. Her two decades of experience as a senior manager in Fast Moving Consumer Goods enterprises and multinational corporations has been a pioneering step in making her a steadfast leader. She has also pursued an EMBA degree from China Europe International Business School and Pepperdine University. She possesses keen market insights, trend grasp, predictive abilities, and strong foresight in enterprise global strategic planning. The China Frozen Foods Association has awarded her the “Gold Medal Marketing Expert” title. She is also a China Advertising Association of Commerce Brand Global Expansion & Ecological Service Committee member.

The Qualities of An Innovator

Michelle’s leadership style is inclusive and collaborative, focusing on empowering her team members. Unlike some of her male counterparts, who might adopt a more authoritative approach, Michelle emphasizes heart-based leadership, leading with empathy and compassion. She believes in the power of mentorship and developing her team’s full potential.

Mentorship is a cornerstone of Michelle’s leadership philosophy. She actively mentors young professionals within and outside her organization, encouraging them to think creatively and lead with integrity. By sharing her experiences and insights, she aims to inspire the next generation of leaders to embrace innovation and drive positive change.

Recently, Michelle won “Next Generation CEO of the Year.” In her acceptance speech, Michelle Tong expressed that the award belonged to all Chinese food consumers and thanked everyone who supported her and her team. She said that during her tenure as CEO, Synear successfully established four overseas factories in the United States, Australia, Europe, and Southeast Asia, achieving a transition from ethnic channels to mainstream channels, becoming the only Chinese brand to enter mainstream frozen food sections. Under Michelle’s leadership, Synear captured one-third of the market share in Chinese markets and penetrated mainstream American retail chains like Costco in 2020, gaining wide recognition and rapid growth. Michelle said, “ Alone, we can go fast, but together we can go far.”

A Bright Future

At present, Synear Foods’ overseas market business is expanding rapidly. Its sales network covers more than 50 countries and regions worldwide, except for the South and North Poles, and its business performance has increased more than tenfold compared to 2015. Michelle has led Synear Foods to become the largest exporter of frozen food in China, which serves as an exemplary case for Chinese food enterprises expanding globally.

Synear Foods USA was established in 2015. The 190,000-square-foot plant is in Chatsworth, a neighborhood in the northwestern San Fernando Valley of Los Angeles, California. The facility has multiple dumpling production lines and is SQF Level 3 certified. Distributing (under the “Synear” brand) to Asian stores nationally, including 99 Ranch, H-Mart, and Great Wall, they are focused on high-quality ingredients and constant innovation, actively launching new products of the best flavor with families in mind.

Today, the company is one of the most popular frozen food brands available on the market and has been loved for years. For the future, the company wants to concentrate on providing the best quality food for its customers and making their days as easy and comfortable as taking a bite of a succulent dumpling that brings warmth to souls.

Establishing overseas factories has been a strategic move for Synear Foods USA, allowing the company to tap into new markets and streamline its supply chain. This transition from ethnic to mainstream channels has broadened the company’s customer base and enhanced its global brand recognition. Penetrating the American market, mainly through major retail chains like Costco and Albertsons, has been instrumental in Synear Foods USA’s growth. The recognition and acceptance in the American market have boosted sales and strengthened the company’s brand image globally.