As Christmas approaches, the 2025/26 Chilean Cherry Ice and Snow Festival, 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 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. 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 ...