Chinese delicacies captivate US consumers at expo

LOS ANGELES — Inside a bustling exhibition hall of Fairplex in Pomona, Southern California, the dazzling array of Chinese food products captivated many US visitors.

The seventh Authentic Asian Food Expo was held over the weekend in Pomona, drawing hundreds of food brands from China and other Asian countries.

About 200 Chinese brands joined the expo with more than 2,000 food products. Well-known Chinese brands, including Mengniu Dairy, Wang Lao Ji Herbal Tea, and Hsu Fu Chi, took center stage at the expo.

Zhao Guangcai, chairman of Hong Guo International Trading, the overseas operation platform of Chinese juice brand Under the Hawthorn Tree, told Xinhua News Agency that by participating in the expo, the company hopes to build a strong brand presence and popularity in overseas markets, especially the US market, to promote the expansion of Chinese food brands into global markets.

The company's hawthorn juice and pulp drink attracted lots of expo visitors.

"As a unique Chinese beverage brand, Under the Hawthorn Tree is not only targeting the Chinese community in America but also striving to expand its presence in the US mainstream market this year," Zhao said. "Our goal is to enter major retail chains, including Costco."

A visitor named Davila told Xinhua that he is very fond of Chinese snacks and cuisines, which are not only fresh, tasty and healthy, but are also reasonably priced.

"Asian cuisine is becoming more and more popular with (US) mainstream consumers. People like to try something new and different, and experience more world flavors," said Joel Gruber, president of Caliber, Costco's broker.

Chinese food is a major focus of Costco, he noted, adding that picking the right items and the right brands is extremely important. He expected to reach out to more Chinese brands through the expo.

The expo is also a lively cultural event celebrating the Chinese New Year with gourmet, performances and fun activities.

Chinese food brands have gained a strong foothold in the North American market in recent years, said Wang Gang, organizer of the expo, and chairman of OCM Group USA.

Xinhua