Yoghurt’s unexpected pairing with regional delicacies in China
In the Chinese market, the trend of yoghurt becoming a snack is becoming increasingly apparent. Fresh yoghurt brands, like Blueglass, are regularly pairing their products with various foods such as fruit, chocolate, and milk to capture consumers' attention. On platforms like Xiaohongshu, creative yoghurt bowls have attracted many DIY enthusiasts looking to add fun to their lives.
The Blueglass yogurt and yogurt bowl. Images are from Xiaohongshu.
Yet fruit with yoghurt is common, and for something a little more adventurous, pop down to Taobao. If you have a taste for Chinese traditional dishes and a love for exploration, you can discover some intriguing niche yoghurt options. Perhaps inspired by the use of yoghurt with savoury and spicy curries in India, we are seeing some intriguing combinations in true China-style:
1. Jiānbing Guǒzi (Pancake roll)-flavoured yoghurt
Ppriced at ¥5.9 ($0.80) per sachet. As a famous snack from Tianjin, Jiānbing Guǒzi consists of a thin pancake and egg, complemented by sweet bean sauce, crispy chips, and chili sauce, creating a crispy texture with a savoury taste that is loved nationwide. Combining this complex flavour with yoghurt promises to be a unique experience.
Images are from Xiaohongshu and Taobao.
2. Bǎ zī ròu (Braised pork)-favoured yoghurt
Priced at ¥11.5 ($1.60) a pack. Bǎ zī ròu, a traditional dish from Shandong province, is made by simmering pork belly in soy sauce, resulting in a fragrant and non-greasy flavour that is somewhat similar to red-braised pork. Pairing this savoury dish with yoghurt offers a rather unusual combination.
Images are from Xiaohongshu and Taobao.
3. Jiāng shuǐ-flavoured yoghurt
Priced at ¥5 ($0.70) per sachet. A traditional beverage from Gansu province, jiāng shuǐ is made by cooked corn and soaking it in cold water for 5-6 days until it makes the flavour sour. This drink is known for its refreshing qualities in summer and its ability to help with bodily health. For people from Northwest China, this may be both a familiar and novel experience.
Images are from Xiaohongshu and Taobao.
4. Sichuan pepper-flavored yoghurt
Priced at ¥10 ($1.40) per tub. As an essential seasoning in Sichuan cuisine, Sichuan pepper provides a unique numbing sensation that pairs well with chilli peppers and is commonly found in everyday dishes from the Sichuan and Chongqing regions. The combination of this distinct numbing flavour with the sweetness of yoghurt is sure to challenge conventional perceptions of yogurt.
Images are from Baidu and Taobao.
5. Spicy strip-flavoured AD calcium milk
Priced at ¥3.5 ($0.50) per tub. While technically not yoghurt, AD calcium milk is a beloved beverage among those born in the 1990s in China. The combination of lightly sweet AD calcium milk with spicy strips may sound as contradictory yet eye-catching as Luckin Coffee's popular "Moutai-flavoured latte."
Images are from Xiaohongshu and Taobao.
Currently, all of the above products are available for sale on Taobao. Although it’s difficult to gauge their exact sales figures and the author hasn’t had the chance to sample them personally, for brands in today’s saturated high-end yoghurt market, leveraging familiar hometown memories for relatable marketing may resonate more deeply with consumers.
