As Christmas approaches, the 2025/26 Chilean Cherry Ice and Snow Festival [3], initiated by Frutas de Chile, has officially kicked off. Spanning cities from Beijing and Shijiazhuang to Shenzhen and Hangzhou, the campaign links north and south China and integrates both online and offline activities to create an immersive experience that combines Chinese festive traditions, modern lifestyle aesthetics and healthy living concepts.

According to representatives from Frutas de Chile, the campaign aims to position Chilean cherries [4] as a sweet link between festive celebrations, culture and everyday life. In particular, it seeks to create new consumption occasions in early January — a period when cherry supply peaks but traditional holidays typically provide limited demand stimulation.

First Stop Beijing: Fortune God Delivers Prosperity and Red Luck

On Dec. 13, the first stop of the campaign unfolded at the Wumart Daxing Longfor store in Beijing, marking the official launch of the nationwide offline Ice and Snow Festival activities. In opening remarks, a Frutas de Chile representative noted that through the Ice and Snow Festival the association hopes to present the freshness of Chilean cherries — protected by a full cold chain across more than 20,000 kilometers — in a more engaging and interactive way to Chinese consumers.

At the event site, representatives from Frutas de Chile and partners jointly took part in the traditional “Dotting the Eyes” ceremony. Activities like “Draw Your Fortune Stick” offered customers lucky gifts such as Chilean Cherry Ice and Snow Festival blind boxes and premium cherry gift boxes.

North China — Shijiazhuang: Cherries Stay Fresh With an “Unbroken Cold Chain”

On Dec. 19, the excitement of the Chilean Cherry Ice and Snow Festival moved to Shijiazhuang. At the 7Fresh store event, a Frutas de Chile Representative introduced consumers to the “unbroken cold chain” journey of cherries from Chilean orchards to Chinese dining tables, emphasizing the critical role of a stable supply chain in preserving the cherries’ fresh and crisp quality.

South China — Shenzhen: “Cherry Lifestyle Festival” Sweetly Begins

On the same day, the “Cherry Lifestyle Festival” launched at Rainbow Department Store in Shenzhen. Frutas de Chile representatives noted that cherries are not only a popular festive gift but also naturally rich in potassium and contain magnesium and anthocyanins, making them suitable for daily healthy consumption [5].

Tmall Supermarket Livestream: Strengthening Consumer Nutritional Awareness

On Dec. 21, a dedicated Tmall Supermarket livestream was held in Hangzhou, with a Frutas de Chile representative appearing as a brand guest. Centered on the theme of freshness from harvest to consumer, the livestream introduced three key quality characteristics of Chilean cherries: off-season supply, high sweetness and firmness, and pre-cooling within two hours after harvest.

Professional explanations, together with livestream-specific promotions, presented information on origin and quality attributes to online consumers and reinforced the positioning of Chilean cherries as a festive gift option.

East China — Hangzhou: Interactive Activities Support Consumer Education

Also on the same day, at the Chilean Cherry Ice and Snow Festival event held by Xianfeng Fruit in Hangzhou, activities such as check-in draws and lotteries conveyed nutritional knowledge about cherries to consumers. The event not only gave away prizes such as ski tickets and cherry gift boxes but also helped more people learn about the nutritional qualities of cherries — that they are rich in potassium and contain magnesium and anthocyanins.

This season’s Chilean cherry harvest started earlier overall compared with previous years. As of week 50, Chile had cumulatively shipped approximately 298,749 metric tons of cherries (59.7 million boxes or 16,236 containers), representing 54% of the total projected export volume. The export forecast for the 2025/26 cherry season has been significantly revised down to approximately 110 million boxes (550,000 metric tons at 5 kilograms per box), representing a 12.1% decrease [6] compared with the previous season.

Chilean Cherry Committee Member List and Contact Details

Images: Frutas de Chile