Demand for T&G Global’s premium ENVY™ apples continues to grow across key Asian markets, with significant uplifts in China, Viet Nam and Thailand ahead of Lunar New Year and Tết Nguyên Đán (Tết) celebrations.
During the 2026 Lunar New Year and Tết trading period, forecast volumes for ENVY™ apples are tracking well ahead of 2025 sold volumes. In China, 2026 volumes are projected to be 27% higher year-on-year, while Viet Nam is tracking 19% growth and Thailand 16%, underpinned by strong retailer support and sustained consumer demand. 
Shane Kingston, T&G’s Chief Operating Officer Apples, said these uplifts reflect the brand’s strong reputation for exceptional quality and taste, as well as the strength of T&G’s in-market execution.
“Lunar New Year and Tết are an important consumption and gifting period across Asia, and ENVY™ apples continue to outperform as a premium gift of choice. The growth we’re already seeing for the 2026 season builds on solid 2025 results and is underpinned by strong customer partnerships and experienced in-market teams.
“Across Asia, our focus on modern trade programmes and co-ordinated marketing activity is driving increased visibility, repeat purchase and brand loyalty,” says Shane.
T&G’s footprint in Asia continues to expand, with the opening of its Taiwan office in 2025 marking the company’s sixth office in the region. With ENVY™ apples already well-established in Taiwan, this Lunar New Year represents the first with a dedicated T&G team on the ground. To mark the occasion, T&G is executing enhanced retail activation to further strengthen brand presence.
The ENVY™ apples currently available across Asia for Lunar New Year and Tết have been grown in North America, with T&G’s dual-hemisphere supply model providing consumers and customers with high quality, year-round premium apples.
“Our North American ENVY™ season has had a strong start, with domestic and export demand tracking well ahead of last year,” Shane comments.
“As of January 2026, we’re running 13% ahead of the same point last season in terms of sold volumes, reflecting solid early momentum. Export demand into Asia has been a key contributor, with 1.2 million tray carton equivalents (TCEs) already exported to key Asian markets, a 29% increase on the year prior. The improved in-market execution presence and performance is setting us up well for a smooth transition to Aotearoa New Zealand-grown fruit by April.”
