The export of Chinese yellow wine is growing, and the global market is welcoming the traditional flavor of the East

In recent years, with the increasing interest of global consumers in healthy beverages and traditional fermented foods, Chinese yellow wine is gradually entering the international market. As one of the world's three ancient wines, yellow wine has attracted more and more attention from overseas buyers with its unique flavor, rich nutritional value and cultural background.

The export of yellow wine has continued to grow, with the Asian and European and American markets performing outstandingly

According to data from China's customs, the export volume of Chinese yellow wine increased by 15% year-on-year in 2023. It was mainly sold to Asian markets such as Japan, South Korea, and Southeast Asia, while the demand in Europe and America also showed an upward trend. Many overseas Chinese restaurants, Asian supermarkets and high-end food retailers have begun to include yellow wine as a regular commodity, further promoting its internationalization process.

The major export brands of yellow wine, such as Guyue Longshan, Kuaiji Mountain and Ta Pai, have successfully entered a broader consumer base by optimizing packaging and launching product series that suit overseas tastes (such as low-sugar and low-alcohol versions).

Health attributes and cultural values have become key selling points

Yellow wine is brewed from natural ingredients such as glutinous rice and wheat, rich in amino acids, vitamins and minerals, which meets modern consumers' pursuit of healthy beverages. Many overseas nutritionists and food bloggers praise it as the "Oriental liquid cake" and recommend it as a cooking seasoning or a daily health drink.

In addition, the profound cultural background of yellow wine - its close connection with traditional Chinese festivals (such as the Spring Festival and the Mid-Autumn Festival) and health preservation culture - has also added a unique brand story to it, attracting overseas consumers who value cultural experiences.

Opportunities and challenges coexist in foreign trade

Despite the huge market potential, the export of yellow wine still faces some challenges, including:

Insufficient international recognition: Compared with Japanese sake or Western wine, yellow wine still needs to enhance brand promotion overseas.

Taste adaptation: Some European and American consumers need time to get used to the rich flavor of yellow wine. Manufacturers have responded by launching innovative products such as fruit-flavored blended wine.

Logistics and regulations: The import standards for alcoholic beverages vary significantly among different countries, and it is necessary to handle them in compliance in advance.

To boost exports, Chinese yellow wine enterprises are actively participating in international food exhibitions (such as the Cologne International Food Fair and SIAL Paris), and directly reaching end customers through cross-border e-commerce platforms (such as Alibaba International Station and Amazon).

Future outlook: Yellow wine may become a new calling card for China's food exports

With the popularity of "Chinese-style" food culture and the expansion of markets along the "Belt and Road", yellow wine is expected to become another representative export product following tea and Baijiu. Industry experts predict that the export of yellow wine will maintain an average annual growth rate of over 10% in the next five years, especially with significant potential in the high-end gift and catering channel sectors.

Chinese yellow wine is knocking on the door of the global market with its three core advantages of "health, culture and flavor". For overseas importers, now is a great opportunity to lay out this traditional Oriental beverage and meet diverse consumer demands.