The Chilean Cherry Ice & Snow Festival was officially launched in Changchun, Jilin province recently, marking the start of a nationwide winter-themed promotion aimed at strengthening the presence of Chilean cherries in China's premium fruit market.

Initiated by the Chilean Cherry Committee of Frutas de Chile, the campaign looks to position Chilean cherries not only as a centerpiece for gifting occasions, but also as healthy lifestyle options by linking them to winter sports, modern lifestyle consumption, and traditional Chinese cultural values, such as festive gifting and family reunion.

Speaking at the launch, Chilean Ambassador to China Pablo Arriarán said bilateral economic and cultural exchanges have expanded rapidly since the Chile-China Free Trade Agreement went into effect in 2006. Bilateral trade reached $61.66 billion in 2024 — 8.6 times the level in 2006 — representing the highest per-capita trade value between China and any South American country.

"Cherries are one of the brightest highlights of this trade," Arriarán said. During the 2024/25 season, Chile exported nearly $3.3 billion worth of cherries to China.

"With their auspicious red color conveying the warmth of the Chilean sun during China's winter, cherries have become a symbol of the close ties between our two countries — an everyday luxury suitable for people of all ages and lifestyles," Arriarán said.

The launch event was held at Changchun Ice & Snow World alongside a parallel activity at Songhua Lake Ski Resort, which turned winter sports venues into immersive cherry-themed spaces.

Activities included cherry-shaped ice sculptures, interactive installations, and tasting sessions designed to associate Chilean cherries with winter leisure, sports, and social occasions.

The event also featured a surprise appearance by Golden Horse Award-winning actress Ma Sichun, who narrated the documentary Sweet Miracle. The film premiered on CCTV in December and became one of the network's most-watched fruit-related documentaries of 2025.

Ivan Marambio, president of Frutas de Chile, said the Chinese market remains the top destination for the country's highest-grade cherries. "Farming is deeply rooted in Chile, and each season we select our most premium cherries for export to China," he said.

Claudia Soler, executive director of the Chilean Cherry Committee, highlighted the fruit's nutritional appeal to increasingly health-conscious Chinese consumers. "Chilean cherries are high in potassium, low in sodium, and contain magnesium and anthocyanins, making them well aligned with modern, wellness-focused lifestyles," she said.

According to the committee, the Ice & Snow Festival is designed as a national seasonal platform rather than an event limited to winter sports enthusiasts or northern regions. The campaign will continue to roll out across retail channels and lifestyle consumption scenarios nationwide following the Changchun launch.