June 12, 2020
coronavirus
Foreign Trade

Cooking with influencers: the novel way of taking Chilean products into Chinese homes

Cooking with influencers: the novel way of taking Chilean products into Chinese homes
Accompanied by a chef, three celebrities transmitted through their social networks their experiences tasting the exotic flavors from the end of the world and highlighted one in particular: Chilean honey.

Honey, walnuts, prunes and wine were highlighted as the perfect ingredients for unique recipes prepared by no less than three well-known Chinese influencers who love to cook. These preparations were viewed more than 93,207,000 times.

Accompanied by a chef, the three celebrities transmitted through their social networks their experiences tasting the exotic flavors from the end of the world and highlighted one in particular: Chilean honey, which made its debut in China during the final live stream with ProChile’s Commercial Director in Shanghai in attendance.

ProChile, Wines of Chile, ChileNut, Ciruelas Chile and honey exporters worked together for three weeks on a public-private campaign to promote the industry. They optimized the use of resources and positioned these four Chilean products through a food campaign that was transmitted on Chinese social networks, which also held prize draws for Chilean products. Every Saturday at 2 pm, (2 am in Chile), live streaming began with one of the influencers presenting new recipes that were both delicious and healthy, which has become a new requirement for food in China. “The pandemic has changed many habits in Chinese consumers. They have increased their use of social networking, making purchases on eCommerce platforms and, of course, there has been a greater demand for healthy and functional food. We saw it had become necessary to promote and make visible our top-quality products,” said Juan José Vidal, ProChile’s Commercial Director in Shanghai.

Interest in finding out about these food products grew week by week. On the first Saturday of live streaming, 10.9 million visits were recorded, while in the second week this figure reached 21.5 million. The surprise came with the third transmission, which was viewed 60.7 million times, during which honey was introduced to the Chinese market after years of hard work supported by ProChile through its commercial offices in Shanghai and Beijing. “Chinese consumers began to show special interest in the honey because of its properties. In China, honey is highly valued but there is not much available and it’s expensive. Our honey has arrived to compete, offering a wide variety of properties and benefits that has attracted people’s interest.  I’ve noticed this because people are always asking us where they can buy Chilean honey,” said Mr. Vidal.

China is undoubtedly the main export market for our food, so even before the pandemic it was a strategic focal point for our institution.  This, in addition to it being one of the countries that is recovering, has positioned China as one of the most important destinations for the digital business matching forums developed under the auspices of ProChile this year. In May, China was the protagonist at the first macro digital business matching forum in Asia and Oceania, and another in early June that matched 9 meat product exporters with 9 importers.  China is also set to be one of the countries involved in the digital business matching forums for videogame developers. And, in September, it will be involved in another one between the Pacific Alliance and Asia, designed to support small- and medium-sized exporters focused on sustainability.