As the Chinese New Year approaches, Chinese classic snack brand Hsu Fu Chi announced that its sweets and pastry products are now available at Costco stores throughout the Bay Area in the United States, marking a significant stride for the snack giant to penetrate the mainstream American market.

The brand has introduced traditional Chinese sweets, including Crispy Peanut Candy and Nougat Candy, adding a new flavor to the local consumers' festive celebrations.

"We are excited to introduce traditional Chinese sweets to more consumers in the US. Our goal is to make Crispy Peanut Candy, a unique product of Hsu Fu Chi, a staple in Lunar New Year celebrations worldwide," said Huang Yi, head of International Business at Hsu Fu Chi.

"Having our products now available at Costco not only broadens our market scope, but also sets the stage for the introduction of more popular Hsu Fu Chi products to American consumers in the near future," she said.

Hsu Fu Chi has successfully established an extensive distribution network throughout the US, encompassing most supermarkets. The brand has made its mark by launching in Walmart in 2023, and has also partnered with Weee!, America's largest online Asian supermarket, as well as Yami, an online Asian marketplace in the US. This strategic expansion has resulted in Hsu Fu Chi achieving significant growth in the North American market for two consecutive years.

Costco has stringent criteria for the brands it stocks. Industry experts said that Hsu Fu Chi's inclusion in Costco's offerings indicates that mainstream American consumers acknowledge and appreciate the brand's products as well as their quality and flavors.

In addition to the US, Hsu Fu Chi's New Year products will also be accessible in prominent Canadian supermarkets such as Walmart, Sobeys, and Loblaws. Beyond North America, the brand also experienced significant growth in the Southeast Asian market in 2023. Its candies and New Year products have gained popularity and are available in local chain supermarkets such as Lotus' and Aeon in Malaysia. Furthermore, its gummy candies have gained considerable popularity in Vietnam.

The United Nations General Assembly recently passed a resolution in its 78th session to officially recognize the Lunar New Year as a UN holiday. This will be reflected in its calendar of conferences and meetings starting from 2024. This recognition implies that the Lunar New Year, a time for spreading goodwill and happiness, will be celebrated by more people globally.

Hsu Fu Chi's candies and pastries products, which are considered essential for this traditional Chinese festival, are gaining increased global popularity as more people join in the Lunar New Year celebrations. In 2024, Hsu Fu Chi plans to expand its presence in international markets by establishing more local channels, said the company.

zhengyiran@chinadaily.com.cn