Questions
About Dream Tongkong, and about market entry between Australia, China and Asia.
What does Dream Tongkong do?
Dream Tongkong (玩味东方) is a Melbourne company working between Australia and Asia, starting with China. It helps Chinese and Asian brands enter the Australian market, helps Australian businesses enter China, curates Eastern lifestyle goods, produces cultural events, and runs growth programs for women and founders.
Are Dream Tongkong and 玩味东方 the same company?
Yes. Dream Tongkong and 玩味东方 are the English and Chinese names of Australia Dream Tongkong Cultural Industry Pty Ltd, established in Melbourne in 2023. Its international arm is 悦心国际 (Yuexin International).
Do you only work with Chinese brands?
Chinese brands entering Australia are the core of our work, and we welcome brands from elsewhere in Asia. We also help Australian businesses enter China and the wider region.
I run a brand in China. Where do I start with Australia?
Start with a free screening call. If Australia looks viable for the product, the next step is the Australia Readiness Review, a fixed-fee review that takes three to four weeks.
What is the Australia Readiness Review?
A product-by-product review of whether a brand's products can be sold in Australia and what has to change first. It covers ingredients, labels, claims, import conditions, trade mark availability and market fit. The written report places each product in one of three groups: ready to sell, ready once specific changes are made, or not yet possible, with the permits, time and cost involved.
Which Australian regulators apply to my product?
It depends on the product. Cosmetics and skincare ingredients fall under AICIS. Products of plant or animal origin, including many teas and foods, face DAFF import conditions listed in BICON. Products that make health claims fall under the TGA. Food labelling follows the FSANZ Food Standards Code and country of origin rules. Every product is subject to the Australian Consumer Law, and every brand should register its trade mark with IP Australia.
Can I sell my product in Australia with its Chinese packaging?
Usually not without changes. Australian labels must meet local requirements, and many health and efficacy claims that are common on Chinese packaging are not permitted here unless the product is registered or listed with the TGA.
Can you get my product into Woolworths or Coles?
Not as a first step. National supermarket ranging is a separate and longer process. Our launch work begins with Chinese-Australian consumers, particularly in Melbourne, and we will tell you plainly whether broader retail is realistic for your product.
How long does it take to enter the Australian market?
The Australia Readiness Review takes three to four weeks. After that, timing depends on the product category: lifestyle goods and many cosmetics can move relatively quickly, while complementary medicines and supplements usually take longest because they must be listed with the TGA before sale.
Do you help Australian businesses enter China?
Yes. We help Australian brands choose and register a Chinese name, build a Chinese-language presence on platforms such as Xiaohongshu and WeChat, choose a route to market, and visit China to meet potential partners. For other Asian markets, talk to us and we will tell you plainly whether we are the right fit.
What is HerWell Australia?
HerWell Australia (悦心荟) is a not-for-profit platform for women. It runs Her Talk, Her Stage, Her Forum and the Her Glory Award. It is run separately from Dream Tongkong, and the two work closely together.
Do you work in Mandarin?
Yes. We work in English and Mandarin, and this website is available in both languages.