South African Apples and Pears Shine in China with New Season Consumer Campaign

South African pome fruit is taking centre stage in China with the launch of an exciting 2025 consumer awareness campaign. Kicking off in popular retail chains Shengguo and Xianfeng, the campaign aims to boost the visibility and sales of South African apples and pears by positioning them as a premium, high-quality choice for Chinese consumers.

The new slogan is at the heart of the campaign: “Beautiful South Africa, Beautiful Fruits.” This powerful message highlights not only the superior taste and quality of the fruit but also the rich agricultural heritage of its origin. The strategy focuses on in-store promotions that invite shoppers to experience the freshness and flavour of South African apples and pears firsthand.

To build deeper engagement, the campaign will combine offline retail activations, consumer events, and a strong social media presence to reach a broad audience. Shoppers can look forward to sampling opportunities, special displays, and limited-time offers, while online platforms will share stories, recipes, and health tips centred on South African fruit.

This campaign marks a significant step forward in expanding South Africa’s footprint in the Chinese fresh produce market, strengthening ties between the two regions, and sharing the best of South Africa’s orchards with Chinese households.

Fast Facts | Pome exports to China:

• Past season (2024): 1,060,510 cartons
• Total over the past 10 years (2015–2024): 5,923,768 cartons
• The top three apple varieties exported: Fuji, Royal Gala, Flash Gala