Commercial appeal

The surging demand in Hunan prompted entrepreneurs to invest in factories that processed betel nuts. It heralded a new era that saw the street snack become a key element of social etiquette in the region.

"Betel nut production used to take place in private, small workshops with minimal attention paid to packaging," He said. "Children were used to running errands of picking up some betel nuts from the closest store to treat guests who came to visit."

Rapid industrialization expanded production volume and allowed manufacturers to experiment with packaging and promotion.

Yin Die, a Xiangtan native who has been eating betel nuts for at least 50 years, said the glamorous wrappings for betel nuts began popping up about two decades ago, according to a report posted on news portal qq.com.

"In the past, a piece of paper and a plastic bag would suffice. But nowadays, I've seen each betel nut delicately folded in gold metallic foil, like a newborn resting in a cradle," Yin was quoted as saying.

According to He, betel nuts have become mainstream gifts presented at weddings, funerals and other occasions in Hunan to express kindness and gratitude.

A mixture of promotional methods have picked up pace in recent years, according to Li Peng, 51. He manages a store in Changsha, the provincial capital of Hunan, selling betel nuts along with cigarettes and liquor.

According to Li, Zhangxinfa, a time-honored brand, prints QR codes on its packaging so buyers can enter a lottery to win as much as 600 yuan ($90). Hechengtianxia, another giant brand based in the provincial capital, rolled out a "buy one get one free" lottery campaign. Also, Wuzizui, an emerging competitor, has sent Li a large rack to display its betel nut products.

Xu Ziyan, 24, a college student born in Zhuzhou, Hunan province, said she has grown numb to messages about the alleged benefits of betel nuts broadcast to her.

"For instance, it's impossible to watch television for several hours without bumping into a commercial bragging about betel nuts' instant stimulating sensation," she said.

"At airports and railway stations in Hunan, as well as on the trains that depart from or arrive in the region, I often see signs and advertisements for betel nuts. They are everywhere," she added.

She is not optimistic about the advertising ban's impact on the sales and consumption of betel nuts. But she tells her uncle, who eats at least 10 betel nuts a day, to take regular examinations.