This year marks the 54th anniversary of diplomatic ties between Chile and China. To celebrate this deepening partnership, the 9th Chile Week was held in China from Dec. 1 to 7. During the week, a series of offline events took place across multiple cities, including Beijing, Hangzhou, Chengdu and Guangzhou. These events were attended by notable figures such as Alberto van Klaveren, Chile’s Minister of Foreign Affairs; Ignacia Fernández Gatica, Chile’s Vice Minister of Agriculture; Ignacio Fernández, director general of ProChile; and representatives from Chile’s fruit, wine, meat and seafood industries, as well as nearly 25 companies.

As a hallmark product of Chile in China, Chilean cherries were naturally a key highlight of the week. Iván Marambio, president of Frutas de Chile, and Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, joined the delegation to bring this season’s fresh cherries to Chinese consumers.

FIRST STOP: CHILEAN CHERRY MASCOTS HIT STREETS OF BEIJING’S SANLITUN DISTRICT

On Dec. 1, Beijing’s Sanlitun District turned a vibrant red as Chilean cherries took center stage at the #MadeByChileans market. Representatives from Frutas de Chile, joined by the cheerful mascots for Chilean cherries, invited attendees to sample cherries and take photos.

The Chilean delegation then visited a Wumart store for the Chilean cherry launch event, where they gained firsthand insight into retail operations and the sales performance of Chilean cherries. The store also launched promotional activities, showcasing the cherries prominently in the fruit section. Shoppers in the store eagerly sampled and purchased the cherries, creating a lively and bustling atmosphere.

SECOND STOP: CHILEAN DELEGATION VISITS ALIBABA’S HEADQUARTERS IN HANGZHOU

On Dec. 3, the Chilean cherry mascots made their way into Alibaba’s headquarters in Hangzhou, the parent company of Tmall. Warmly greeted by the mascots of Tmall and Taobao, the cherry mascots presented them with fresh cherries as a gesture of friendship.

The Chilean delegation then engaged in talks with Alibaba representatives to explore new opportunities for collaboration. Frutas de Chile has been partnered with Alibaba’s Taotian Group since 2015, and Chilean cherries have experienced rapid sales growth on the Tmall platform over the past decade. Both parties are now committed to deepening their collaboration to further increase cherry consumption and strengthen brand recognition in China.

THIRD STOP: EXPLORING OPPORTUNITIES FOR FURTHER FOOD COOPERATION IN CHENGDU

On Dec. 5, the delegation traveled on to Chengdu, participating in an agricultural food seminar and business matchmaking event. Marambio delivered a keynote speech on trends and policy opportunities for China–Chile food cooperation.

Marambio mentioned that Chilean fruits, such as cherries and other stone fruits, provide a counter-seasonal offering to the Chinese market, creating a win/win scenario. Additionally, promotional efforts for Chilean fruits during China’s winter help drive up demand for domestic fruit categories during China’s summer.

That afternoon, the bustling Kuanzhai Alleys (宽窄巷子) set aside a space for the #MadeByChileans market. The cherry mascots distributed cherries to passersby, showcasing the unique qualities and advantages of Chilean cherries.

FINAL STOP: CONCLUDING CHILE WEEK IN GUANGZHOU WITH ARRIVAL OF SEASON’S FIRST “CHERRY EXPRESS” VESSEL

The week-long event reached its final stop in Guangzhou from Dec. 6 to 8. In Guangzhou, the #MadeByChileans market was held for three days on Beijing Road. The adorable cherry mascots attracted crowds of residents, inviting them to taste cherries and take photos.

On Dec. 8, the season’s first “Cherry Express” vessel, carrying fresh Chilean cherries, arrived as scheduled, marking a perfect end to the annual event. Frutas de Chile held a grand ceremony at Guangzhou’s Jiangnonghui Fruit Wholesale Market to celebrate the start of the 2024/25 Chilean cherry sea freight season.

From Beijing to Hangzhou, Chengdu and Guangzhou, the 9th Chile Week concluded successfully as Chilean cherries entered their peak sales season in China. This year, Frutas de Chile will focus on further expanding the reach of Chilean cherries into lower-tier markets, strategically tapping into new consumer segments to drive growth and strengthen their presence across China.

Images: Frutas de Chile