Cover Story Amercook
Ashley Hu, Brand Manager of AMVEGAN, explores the company’s 50th anniversary, and the bold new direction it’s forging through Vegan-certified cookware brand AMVEGAN
The first vegan
cookware brand You’re celebrating 50 years of Amercook. Why do you think the company has continued to be so successful for so long? Maintaining a brand is like being a human being. It is necessary to sustain the ideas of advancing with the times, maintaining the brand’s own progress and timely innovation, and stabilising its own connotation and good quality to continue to be classic and unique in the world. We have grown from a simple brand to a brand that now has our own three factories, with our own complete industrial chain and headquarters in several countries around the world. This year, we completed the construction of a new factory
“Amercook’s brand image has been centred around the purposes of “fashion, practicality, innovation and classic” since its inception” Ashley Hu, Brand Manager, AMVEGAN 14 KITCHENWARE INTERNATIONAL
and expanded the showroom to 300 square meters, with several show halls of different country styles. We also established a new headquarters in Thailand. In the past 50 years, we have faced countless difficulties, but here we still are! What makes Amercook unique? Amercook’s brand image has been centred around the purposes of “fashion, practicality, innovation and classic” since its inception, and even today we insist on combining beauty and practicality. We do not make fastselling products. Instead we hope that people choose us because of the outstanding appearance and brand value of the products. We have also always maintained good and stable cooperative relationships with our customers. Mutual progress is the best way to describe it. Our philosophy is to highlight healthy competition in our brand beliefs. Even if we are in the same industry, we hope to