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China’s spirits market: baijiu reigns despite growing demand of foreign spirits

Throughout the country’s history, alcohol has been part of the Chinese culture, life, art, and philosophy. The spirits market in China is the leading sector in the beverage industry, boasting approximately RMB 1.1 trillion worth of revenue as of July 2023. Being such a huge part of the Chinese economy, the spirits market also represents […]

“The rejuvenation of baijiu should not stop at publicity stunts”: Trending hashtag on Chinese social media


As anyone on Chinese social media has already seen from the explosive collaboration, in the 1st week of September, domestic coffee chain Luckin Coffee launched a new product “sauce-flavored latte (酱香拿铁),” in collaboration with Kweichow Moutai (贵州茅台), the producer of China’s “National Liquor”, baijiu. This new drink, containing no more than 0.5% alcohol by volume, quickly became a […]

How health-conscious consumers are transforming the Chinese beverage market

The beverage industry in China is booming, thanks to the recovery of social events like parties and wedding banquets after the pandemic. The market grew to 1.25 trillion RMB (182 billion USD) in 2022 and produced 183.3 million tons in 2021. The most popular beverages in China in 2022 were packaged drinking water, carbonated beverages, […]

Yakult in China: How the Japanese lactic acid drink became a Chinese household staple

Yakult in China

Yakult is often mistaken for a Chinese brand, but it is actually a Japanese brand with a history dating back to 1935. After 85 years of development, it has become a world-famous manufacturer of lactic acid bacteria beverages. The brand exports its products to more than 40 countries and regions around the world. According to the official […]

The juice market in China: is premiumizing to healthier products after stagnant growth

the fruit juice market in China

As the top fruit and vegetables producer in the world, one could expect the juice market in China to flourish alongside the country’s economic growth. However, data shows that the Chinese juice market has stagnated in recent years. While exports are booming, domestic consumption of fruit and vegetable juice have stopped the growth it had […]

The oat milk market in China: From cafés to nation-wide e-commerce

The oat milk market in China

Allied Market Research published a report indicating the global oat milk market amounted to $360.5 million in 2019, and is projected to generate $995.3 million by 2027: a CAGR of 13.4% from 2021 to 2027. According to Huaon, the plant-based milk market in China was 53.69 billion RMB in size in 2019 with 87.84 million […]

What the success of bubble tea in China reveals about Chinese consumers

Bubble Tea in China

With more than 140.5 billion RMB of annual sales made by milk tea shops in 2019, the success of bubble tea in China is well proven. If you are lost among all the new entrants to the market, the latest innovations and the dynamics of the sector, this article retraces the history of bubble tea […]

Podcast transcript #41: Selling wine in China in an unconventional way

Selling wine in China

Find here the full China paradigm episode 41. Learn more about Claudia Masueger’s story in selling wine in China and find all the details and additional links below. Full transcript below: Matthieu David: ​ Hello everyone. I am Matthieu David the founder of Daxue consulting and its China marketing podcast, China Paradigm. Today I am with Claudia Masueger, the founder […]