Pablo Arriarán, Chile’s ambassador to China, and Alberto A. Cañas, Chile’s trade commissioner in Shanghai, joining Iván Marambio, president of Frutas de Chile, Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, and Charif Christian Carvajal, marketing director for Asia and Europe at Frutas de Chile, to inaugurate the Frutas de Chile booth.

From Aug. 27 to 29,Frutas de Chile participated in the 2025 China International Fruit Expo, where the association officially unveiled its flagship marketing campaign for the 2025/26 Chilean cherry season — the Ice and Snow Festival. Numerous partners were also introduced at the event, joining in to witness the campaign’s launch.

Ice and snow festivals have long been a centerpiece of winter tourism nationwide, attracting large numbers of young consumers who seek fresh experiences and enjoy sharing them — a perfect fit with the core consumer profile forChilean cherries. With the 2025/26 season approaching and the January shipping peak on the horizon, Frutas de Chile will focus its marketing resources on bringing the festival to several key cities.

Zheng Nanshen, general manager of Guangzhou Jiangnonghui Market Service Management Co. Ltd., Xu Zheng, general manager of Jiaxing Haiguangxing Market Operation and Management Co. Ltd., Zhai Liming, director of fresh food and lifestyle industry operations at Douyin E-commerce, and Wang Guangwen, manager of fresh food and lifestyle industry operations at Douyin E-commerce, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

Wang Song, CFO and head of the fruit division at Dingdong Maicai, Yang Haixia, head of fruit merchandising, and Gan Yajie, head of fruit imports, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

Tang Hong, founder and executive director of Greenery Fruit, and Laura, head of international procurement, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

Li Zhiyou, head of the produce category at Tmall Fresh, and Yang Guoshu, marketing head of fresh food categories at Taobao Tmall, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

At the festival, visitors will be able to admire exquisite cherry-themed ice sculptures in a dazzling winter wonderland, taste fresh Chilean cherries and join interactive activities that bring together a world of ice and snow with cherries in a unique way. The association will also invite social media influencers to check in on site, amplifying exposure through livestreams and short videos. By utilizing livestream selling on leading e-commerce platforms, the campaign will drive real-time purchases and deliver an immersive experience that is fun to see, exciting to play and easy tobuy.

Li Wangyang, founder and CEO of Sichuan Panguo, Wu Jinyuan, retail operations director, and Liu Yingbin, head of imported fruit procurement, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

Bai Lijun, general manager of Zhengzhou Chengxinzhiyuan, Lu Zhikun, director of the supply chain center, Li Gang, director of the marketing center, and Huo Guangyao, imported fruit procurement manager, together with representatives of Frutas de Chile, officially launching the Chilean Cherry Ice and Snow Festival.

Frutas de Chile has already partnered with major hypermarkets and retail chains including Walmart, Sam’s Club and Yonghui Superstores, leading fruit retail brands such as Greenery Fruit, Xianfeng Fruit, Panguo and Chengxinzhiyuan, online platforms including Douyin E-commerce, Tmall Fresh, Dingdong Maicai and Rednote, and wholesale markets such as the Jiangnonghui fruit market in Guangzhou and the Haiguangxing fruit market in Jiaxing. Together, these partners will launch themed campaigns across key cities nationwide, leveraging the festival to further stimulate consumerdemand.

The festival is not only a brand carnival but also a strategic initiative to strengthen penetration into China’s lower-tier markets and connect more closely with younger consumers. For the first time, the association is partnering with leading domestic retailers and e-commerce platforms to present a festival-style campaign that firmly embeds the premium and high-standard image of Chilean cherries in consumers’ minds. This initiative is expected to both reinforce market recognition of the superior quality of Chilean cherries and inject strong momentum into sales for the 2025/26 season, supporting healthy growth across theindustry.

Chilean Cherry Committee Member List and ContactDetails

Images: Frutas de Chile

Article: Produce Report01