Take note New Zealand, digital labelling use is growing in Asia-Pacific

New Zealand’s trading partners in Asia Pacific are beginning to adopt digital labelling, emphasising the need for New Zealand businesses to start piloting digital labelling here. Digital labelling uses technology such as GS1 QR codes on pack to link consumers from the physical product to digital product information such as allergens, nutritional or recycling information to name a few. The use of this technology has been growing globally through early adopters, legislation changes, and pilot programmes. Closer to home, digital labelling is being used to reduce waste, increase consumer engagement, and improve traceability.

China improves traceability with GS1 QR Codes

In China’s Zhejiang province, 67,000 companies joined a project to put GS1 QR codes, a way of implementing digital labelling using GS1 standards, on their products to improve traceability, consumer safety and boost supply chain efficiencies. The Zhejiang Food Traceability Chain project oversaw 43 million batches of products with GS1 QR codes printed on packaging and over 5,000 stores upgrade point-of-sale technology to enable scanning of GS1 QR codes. This enabled more accurate traceability of products in the event of a recall, and increased consumer confidence by having access to product information, ingredients, and other brand information.

South Korea and Thailand reduce plastic use

The South Korean Ministry of Environment passed changes to bottled water packaging in January 2024 aiming to reduce the use of plastic. From 1 January 2026, all Korean manufactured bottled water must now be label-free. Bottles will instead feature a GS1 QR code to share information previously on bottle labels.

Thailand’s Food and Drug Administration introduced a similar voluntary initiative. However, key product details such as product name, serial number, net quantity and date markings must be embossed or engraved on the bottle.

Getting smart with product information

SmartFacts® was announced in New Zealand and Australia in 2025. A collaboration between the New Zealand Food & Grocery Council (NZFGC), GS1 New Zealand, Australian Food and Grocery Council (AFGC) and GS1 Australia to aid consumers adoption of ‘digital labelling’ across food and grocery products in both countries by providing a recognisable trusted digital source of important product information.

Consumers can access nutritional details, allergens, recycling information and company information by scanning the GS1 QR code with their smartphone. Currently in a pilot phase with key trans-Tasman manufacturers, SmartFacts® is anticipated to be rolled out later in 2026/7.

A growing tide

With many initiatives focussed on implementing digital labelling using GS1 QR codes underway in the Asia-Pacific region, there is certainly a growing tide for digital labelling. New Zealand businesses can expect to see products with digital labels turning up on shelves here, and digital labelling requirements being developed for export markets.