On Sept. 3 to 5, Frutas de Chile [3] made its mark at this year’s Asia Fruit Logistica [4] in Hong Kong. With Asia’s consumer potential continuing to rise, especially in key markets such as South Korea and India, the association unveiled a series of strategic initiatives aimed at strengthening and expanding its footprint across the continent.

Iván Marambio, president of Frutas de Chile, who also serves in key leadership roles at the Image of Chile Foundation and the Federation of Chilean Industry, was recently appointed chairman of the Chile Pacific Foundation. This appointment further highlights Frutas de Chile’s strong commitment to deepening its engagement in Asian markets.

On Sept. 4, Frutas de Chile hosted a cherry seminar in Hong Kong, where it officially launched its 2025/26 Asian market promotional plans. Marambio emphasized that Chile will continue to consolidate its established markets while actively opening new ones, with the goal of making Chilean cherries [5] available across the entirety of Asia.

Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, provided an in-depth analysis of the opportunities and challenges in three key Asian markets — China, South Korea and India. She outlined a series of initiatives designed to drive consumption growth and protect the interests of industry stakeholders. Central to these efforts are strategies to stimulate market demand, expand into new markets and reinforce the premium positioning of Chilean cherries amid evolving challenges.

Charif Christian Carvajal, marketing director for Asia and Europe at Frutas de Chile, unveiled the new season’s China market campaign theme [6]: “Let’s Chilean Cherry Together.” The association will focus on expanding into tier 2, 3 and 4 cities, tapping into broader market potential by promoting professional knowledge and the nutritional benefits of Chilean cherries.

During the peak arrival period in January, the association will roll out its signature marketing campaign for the season — the Chilean Cherry Ice and Snow Festival [7] — across multiple key cities in China. Building on existing partnerships with Sam’s Club, Yonghui Superstores, and fruit chains such as Greenery Fruit, Xianfeng Fruit, Panguo and Chengxinzhiyuan, as well as online platforms like Douyin E-commerce, Tmall Fresh, Dingdong Maicai and Rednote and wholesale markets including Guangzhou Jiangnonghui, Gaobeidian Shouheng, Shanghai Huizhan and Jiaxing Haiguangxing, the campaign will also bring in new partners such as Walmart, Freshippo, RT-Mart and Xiaoxiang Supermarket. Together, these partners will carry out a wide-reaching series of promotional activities across China’s major regional markets.

In South Korea, Frutas de Chile will emphasize the nutritional and health benefits of cherries, boosting consumption through free tasting and social media campaigns. In India, where the cherry market is more geographically concentrated, distribution will target major retailers, e-commerce platforms and wholesale markets in key metropolitan and regional centers. By positioning Chilean cherries as a premium fruit for gifting, the campaign will highlight their gifting appeal, linking promotions to weddings, festivals and upscale lifestyle occasions. Bollywood celebrities and social media influencers will also be engaged to drive a series of online and offline promotional events.

Building on its tremendous success in China, Frutas de Chile is further strengthening the presence of Chilean cherries on Asian markets through precise market positioning and innovative marketing strategies — bringing more cherries to consumers’ tables across the continent.

Chilean Cherry Committee Member List and Contact Details

Images: Frutas de Chile

This article was translated from Chinese. Read the original article [8].