The 76th Alice in Dairyland, Halei Heinzel, joined members of the Ginseng Board of Wisconsin (GBW) and Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) staff on a market visit to Singapore, Malaysia, and Vietnam from January 14-19, 2025, just ahead of the Lunar New Year, a key buying season for ginseng. The trip provided an opportunity to reconnect with importers post-COVID, gain firsthand market insights, and promote Wisconsin ginseng to key buyers. With 90% of Wisconsin ginseng exported globally, Southeast Asia remains a growing market with strong demand for high-quality American ginseng.
Alice in Dairyland's participation helped elevate Wisconsin ginseng's visibility and reinforce its reputation as a premium product. “It was incredible to see firsthand the enthusiasm for Wisconsin ginseng in Southeast Asia," Heinzel said.
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In Singapore, GBW met with leading herbal retailers and engaged in media interviews to further raise awareness of Wisconsin ginseng's quality and benefits.
In Malaysia, the Wisconsin delegation visited a local marketplace and met with importers and buyers to gain firsthand knowledge of consumer preferences and buying patterns.
The visit continued in Vietnam, where the Wisconsin Ginseng Festival 2025 in Ho Chi Minh City featured business meetings, cooking demonstrations, and a reception showcasing Wisconsin ginseng's versatility and health benefits. The event helped strengthen trade relationships and expand market opportunities for Wisconsin ginseng in the region.
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