Growing appetite drives up exports of zongzi

Traditional sticky rice dumplings — better known as zongzi, a favorite dish during Dragon Boat Festival — are enjoying booming popularity abroad, with exports seeing strong double-digit growth this year from Shenzhen, Guangdong province.

According to Shenzhen Customs, more than 157 metric tons of zongzi have been exported from the city since January, up 95.2 percent year-on-year, showing that the overseas appetite for this festive favorite is growing fast.

Zhu Danpeng, an independent food and beverage analyst, said that as China's global influence grows, overseas Chinese are feeling a deeper connection to their roots.

"Zongzi isn't just a festive food, it's a symbol of cultural identity and nostalgia," Zhu said. "Occasions such as Dragon Boat Festival are becoming even more meaningful abroad. This trend speaks not only to growing cultural influence, but also the rising confidence among overseas Chinese in the safety, quality and value of Chinese food products."

Traditionally, Shenzhen-made zongzi were sent mostly to Hong Kong and Macao. But that's changing quickly. Orders have started flowing in from more markets, including Singapore, the Netherlands and the United States, as international consumers show more interest in Chinese holiday foods, according to Shenzhen Customs.

Although classic fillings like salted egg yolk and pork still dominate, manufacturers in Shenzhen are getting more creative. Red bean paste, seafood and even fruits are now part of the mix, catering to more adventurous eaters. Zongzi fillings are also being exported on their own, opening up even more international business opportunities.

At Santa Ana Bakery, in Shenzhen's Bao'an district, its employees were busy wrapping and steaming zongzi for global shipments.

"Our export orders are up 14 percent this year compared with last year," said Wan Yingfang, a manager at the bakery. "Production started earlier, as demand was rising."

Meanwhile, Shenzhen Customs has stepped up efforts to facilitate exports of the festive favorite.

"Dragon Boat Festival exports are extremely time-sensitive," said Yao Bing, an official at Tongle division of Shenzhen Customs.

"As a result, we have dedicated staff to help manufacturers quickly get through inspections. We've also created a fast-track clearance channel and improved coordination at the ports."

Other cities in Guangdong are also joining the export wave.

As of Tuesday, more than 150 tons of Dragon Boat Festival-related foods, including zongzi, had been exported from cities such as Guangzhou, Foshan and Zhaoqing, according to Chinanews.com.

These products not only bring comfort to overseas Chinese communities, but also help share a taste of Chinese culture with a wider global audience, said Zhu, the food and beverage analyst.