Sichuan pickles, fruit wines captivate tastes abroad

Pickles, fruit wines and other processed agricultural products with Chinese cultural characteristics from Meishan, Sichuan province, are gaining a foothold in broader international markets, blending traditions with modern innovation.

Meishan, known as the "Granary of the Land of Abundance" for its rich agricultural produce, is home to a cluster of food processing enterprises.

Jixiangju, a leading pickled food brand based in Meishan, expects a 10 percent to 15 percent rise in export revenue this year, despite the impact of US tariffs, said Wang Yanli, deputy general manager of the company.

Its products are sold in over 20 countries including the UK, South Korea, and Japan, generating 12 million yuan ($1.67 million) in export revenue last year, she said.

"Our exports to Southeast Asia have seen significant growth since last year," Wang said. "Despite the suspension of orders from the United States caused by tariffs, the expansion in Southeast Asian markets can fully compensate for these losses."

She noted that the company's exports to the US previously accounted for nearly 10 percent of its total overseas sales.

Wang attributed the sales boom in Southeast Asia to the region's economic growth and closer economic and trade ties with China, as well as similar culinary habits and flavor preferences between the region and China.

"By integrating the millennium-old pickle-making craftsmanship with modern technology, we are committed to developing products that preserve traditional flavors while meeting the health needs of modern people," she said.

Wang said her company plans to acquire a greater presence in overseas markets by promoting Sichuan's pickle culture and its products through international food exhibitions and livestreaming platforms.

The pickled food industry cluster in Meishan's Dongpo district, which houses 200 enterprises, is currently the world's largest pickle production base, local officials said.

Statistics from the local government show that the total output value of Meishan's pickled food industry reached 22.5 billion yuan last year, accounting for about one-third of the national market share. Its pickled food products are exported to over 100 countries and regions.

Emerging fruit wine producer Violet, headquartered in Meishan's Danling county, aims to achieve 50 million yuan in overseas sales in 30 countries this year.

Last year, its products were exported to 12 countries, with a total export revenue of 20 million yuan, said Wu Xiaohong, vice-president of Violet.

Wu credited the company's rapid sales growth to its product innovations rooted in China's traditional liquor culture and its responsiveness to evolving taste preferences among young consumers.

"Young people are embracing low-alcohol beverages, not just in China but also around the world," she said. "In Southeast Asia where there is a high proportion of young people, our sales have been remarkably strong."

Wu said Violet's fruit wines blend fermented juice with traditional Meishan-style rice wine — all without additives. "This natural formula makes the products both tasty and healthy, which is appealing to young consumers," she added.

Wu said the company has developed over 30 product varieties, with a 10 percent market share in the domestic market. Its total output value surged 500 percent to 160 million yuan last year.

She said US and Lao companies have reached out to her company, hoping to jointly develop products and replicate their success in China in their markets.

"China's supply chain remains the world's most comprehensive and efficient, which can enable a new product to be launched within just two months at competitive costs," she said. However, uncertainties over the US tariff policies have made her company cautious about advancing cooperation with the US partner.

To expand overseas markets, Meishan's commerce bureau organized for a group of leading food and beverage enterprises to attend international trade fairs in the first half of this year, securing 11 intent orders.