UPM Adhesive Materials launches new product line at Labelexpo Asia

UPM Adhesive Materials, formerly known as UPM Raflatac, returned to Labelexpo Asia 2025 with a renewed focus on premium adhesive performance. 

With printers and converters under increasing pressure to enhance label material performance, choosing the right adhesive plays a key role in enabling business success. Application specific demands, challenging substrates and conditions, as well as regulatory requirements must all be carefully considered in adhesive formulation and development. 

To address these requirements, UPM Adhesive Materials highlighted its adhesive capabilities at Labelexpo Asia 2025, backed by its global innovation network and sustainability expertise. A wide range of adhesives was on display, including specialized adhesives designed to meet the demanding requirements of high-speed labeling, high-temperature resistance, and cryogenic environments. 

During the show, UPM presented its comprehensive label product portfolio at the stand, launching a new ‘value’ brand called UPM  Intercoat. The company’s premium label materials will be sold under the UPM Raflatac banner. The two lines meet different needs of clients. 

Frederick Chong, area sales director of NOA, covering China, K&J, Taiwan, UPM Adhesive Materials, said: ‘The UPM Intercoat line is tailored precisely the demands of price-sensitive customers. While ensuring the delivery of core functionalities, the portfolio empowers customers to gain a competitive edge in cost-conscious market segments. This new product line serves as a strategic addition to our offerings.’ 

Henning Krebs, vice president, APAC, UPM Adhesive Materials, reinforced this message: ‘UPM Raflatac is the premium line the applications like FMCG, Pharma, Tyre, RFID, Durables, Wine etc. Our new brand that we launch here, UPM Intercoat, is for more cost-competitive and high-volume applications.’ 

Describing the company’s strategy in China, Chong added: ‘We are doubling down on the high value applications like pharma, tyre, RFID and durables where we can differentiate. Customers want a one stop shop – they want products for the price-sensitive mass market, but also need more specialist products from the same supplier. 

‘China is very competitive and characterized by over-supply. We can leverage the experience and innovation from the competitive market in China to be more competitive globally, and we can leverage our global knowledge for product innovation and speed of response to better meet the local customers’ needs in China. We have started on our transformation journey.’  

UPM Adhesive Materials is expanding throughout the APAC region, with Southeast Asia showing particularly high rates of growth.   

‘In the ASEAN region we are expanding and upgrading our factory in Malaysia and investing in a new terminal in Vietnam,’ said Krebs. ‘We are seeing amazing growth in Vietnam, especially in durables and pharma.’ 

The investment in Malaysia includes a new coating line and brings new filmic label capabilities.  

Comparing the European and Chinese label markets, Krebs said: ‘The big difference between China and European markets is speed. Some customers did not exist two years ago and now they take massive orders. We need to be 24/7 on WeChat because customers just expect an answer if they contact us at 11pm. And that is why service is so important, because they move fast. 

‘In Europe sustainability is the core issue. Here it is more pragmatic, but legislation can move much faster so things could change very quickly. For example, in China we are helping set PET/HDPE recycling guidelines. Very important here is how to design for recyclability, and we will see more of that.’ 

Krebs added that the company works with its key customers on materials like wash-off labels to ensure that when the legislation does come they are ready. ‘We have been seeing lots of visitors to the sustainability part of our booth during Labelexpo Asia.’  

Chong emphasized that UPM Adhesive Materials has worked hard on developing a local network of suppliers in China. 

‘We have put in place a local supply chain, so all components including face papers and films, release liners, adhesives and silicone coatings all come from China. And we have to address our smaller customers more directly with a more flexible supply chain.’  

Krebs said that RFID is a growing market in China and throughout the APAC region. ‘We have a strong position there. We have special designs to tackle different end use applications like Retail and Pharma. And we have partners who work across the value chain. We have some customers who are label printers and we also work directly with some end customers and brand owners - for example on inserting RFID into pharma bottle caps and NFC for toll booths. We are growing the whole business, so it is a win-win for label converters here. Much of the RFID work we do here is targeted for export.’