A historical drama, The Litchi Road, has sparked a surge in lychee demand in Dubai, UAE. This increase has turned the fruit from a once-imperial delicacy to a luxury item popular among consumers.
Particularly sought after is the "feizixiao" or "concubine's smile" variety from Guangdong, China. According to a Guangzhou Daily report, an exporter from Maoming mentioned, "We initially planned a small trial shipment, but once clips from the show gained traction in the Middle East, demand doubled overnight."
The interest in lychees is linked to a broader trend in the Middle East where consumers are attracted to products with a narrative and sense of origin. China's positioning of the lychee as a "royal fruit" has resonated well with these preferences.
This uptick in demand has been facilitated by advances in logistics. Enhanced cold-chain air freight, oxygen-regulated packaging, and rapid pre-cooling techniques now allow lychees to be exported swiftly. In Dongguan, exporters have adopted a direct-from-orchard supply model, ensuring lychees reach Dubai within eight hours, while specialized packaging extends their shelf life.
China's distribution networks have improved through partnerships with supermarket chains and logistics providers in the Middle East, optimizing the supply chain from wholesale to retail delivery.
Data from the first half of 2023 indicates that China's lychee exports to the UAE rose by more than 40% year-on-year. This trend positions lychees alongside durians and cherries, fortifying their consumer base in the Middle East.
Domestically, The Litchi Road has revived lychee interest among younger generations in China. In Chongqing, lychees feature prominently at the entrance of Freshippo stores, and staff report that sales can reach 800 boxes daily during peak season. Logistics systems that facilitate international exports are also enhancing domestic distribution.
Marketing efforts in China have leveraged the fruit's historical narrative, with brands like Pagoda utilizing campaigns such as historical livestreams and themed pop-ups, resulting in strong sales and increased consumer engagement.
Source: Chongqing
