Retail · HORECA · Private Label · Shanghai · Paris · Düsseldorf · Luxembourg · Hong Kong
20+ years bridging 200+ European producers with China's leading retailers, importers, and food service operators. Turn-key sourcing, compliance, logistics & finance — in one relationship.
About Magic Keys
Headquartered in Shanghai, with procurement offices across Europe — we connect the continent's finest producers to China's most discerning channels.
Magic Keys was founded on a conviction: that Chinese consumers deserve authentic, high-quality European food — and that brands deserve a partner who understands both sides of the equation. Over two decades, we have built a proprietary network that spans artisan Belgian chocolatiers, French biscuit makers, Italian confectioners, and specialty beverage producers across the continent.
We are not simply traders. Every engagement begins with channel analysis — matching product, price positioning, and sales model — before we source a single SKU. Our integrated offering covers product recommendation, detail negotiation, compliance audit, customs clearance, international logistics, and financing, all under one roof.
Our downstream reach spans 50+ importers and 100+ retailers, giving every brand we represent the widest possible distribution from day one.
"We are not just traders. We offer complete turn-key services — the key to a new world."
— Magic Keys Brand PromiseHigher Efficiency
Streamlined end-to-end supply chain — from factory floor to retail shelf — eliminates redundancy and cuts lead times.
More Precise Positioning
Deep channel expertise ensures every SKU reaches the audience it was made for, at the right price point and format.
More Professional Service
Best Choice · Best Profit · Best Service — a senior team with roots in Belgium, France, Germany, Luxembourg, and Hong Kong.
Our Offices
The Magic Team
Founder & CEO · Shanghai
20+ years in European food import. VIP Buyer at ISM Cologne, Top Buyer at SIAL Paris. Chairman (China) of the HEYI France-China Chamber of Commerce. Co-founder of FILLIDUT — China's first Pick & Mix brand. Pioneer of European Private Label in China since 2008.
Expertise: Chocolate · Candy · Biscuits · Puffed Snacks · Beer
Partner, Procurement Director · Hong Kong
Senior buyer with 15 years of Eurasia trade. Founder of PMS Sweet SA (Belgium), co-founder of BENNETTO Chocolate (Switzerland). Chief APAC Strategy Advisor for VDB, DESOBRY, and DOLFIN. Based in Hong Kong.
Expertise: Chocolate · Candy · Biscuits · Cheese
Partner, Supply Chain Director · Luxembourg
Senior supply-chain expert & investor with 20 years in Eurasia bulk trade. Founder of Belgian craft brewery KRONE. Investor in European chocolate & beer producers. Family owns two century-old Bordeaux châteaux — understanding provenance from estate to shelf.
Expertise: Wine · Beer · Chocolate
Magic Service
From first conversation to first delivery — and every re-order beyond. We wrap the client in end-to-end capability.
No best product — only the most suitable. We analyse each channel's audience, price band, sales model, and purchase volume to recommend brands and SKUs with maximum market fit and margin potential.
Channel IntelligenceSea, air, and China-Europe Railway Express — the fastest Eurasia delivery network available. We partner with Europe's top shipping agents, state-owned import/export enterprises, and leading domestic freight forwarders.
Fastest Eurasia DeliveryFlexible funding and payment terms — especially critical for first orders where trust between buyers and European suppliers is still being established. We bridge the gap, reducing risk on both sides of the relationship.
Flexible Payment TermsFull compliance audit, customs clearance, and bespoke OEM packaging — partnering with renowned international design studios to create tailored premium private-label products that perform in any retail or food service setting.
OEM · Design · ComplianceProduct Channels
Whether you sell to end-consumers, feed the hospitality industry, or build your own brand — we have the channel and the relationships.
Channel — Retail
Product Categories
Channel — HORECA
Product Categories
Channel — Private Label / OEM
Product Categories
Our Partners
From century-old Belgian chocolatiers to artisan Italian confectioners — we represent Europe's finest at every price tier.
European Producers & Manufacturers
Retail & Distribution Partners
Cooperation Highlights
Latest News
Get in Touch
Whether you're a European producer seeking Chinese distribution, or a Chinese retailer looking for premium sourcing — Magic Keys is your turn-key partner. Reach us at any of our five offices or submit an inquiry below.
General enquiries: info@magickeys-placeholder.com
Send an Enquiry
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