Chile finalises winter cherry promotion for Chinese market

Frutas de Chile and representatives of the Embassy of Chile in China have finalised the programme and execution details of the Ice and Snow Festival, a large-scale promotional campaign aimed at supporting Chilean cherry consumption in China during the peak export period.

The initiative is scheduled to launch on 10 January and will run across multiple Chinese cities, combining public events, retail activations and digital promotion. The campaign is designed to link Chilean cherries with winter consumption and festive experiences, using ice- and snow-themed settings to increase visibility during a period of high arrivals.

According to Frutas de Chile, the festival will include on-site consumer engagement, branded displays and coordinated actions with retailers and e-commerce platforms, alongside a strong social media component to amplify reach. The activities are intended to sustain demand in January, when shipment volumes are at their highest but traditional holiday-driven consumption begins to soften.

The planning meeting also addressed institutional coordination, with the Chilean Embassy confirming support for the campaign through diplomatic representation and alignment with commercial and agricultural attachés in China. Frutas de Chile said this cooperation is key to ensuring smooth execution and reinforcing Chile’s commercial presence in its main export market.

The Ice and Snow Festival forms part of a broader strategy led by Frutas de Chile and its Cherry Committee to stabilise the market during peak weeks and maintain the positioning of Chilean cherries as a premium winter fruit in China.

source: frutasdechile.cl

photo: frutasdechile.cl