Frutas de Chile Unveils Flagship Chilean Cherry Ice and Snow Festival Campaign for Upcoming Season

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 Chilean Cherry 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 for Chilean 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.

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 develop promotional content about cherries 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 to buy.

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 consumer demand.

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 the industry.

Chilean Cherry Committee Member List and Contact Details

Images: Frutas de Chile