The new wave of regional specialties in China: lessons for foreign brands
China’s diverse regional culinary landscape has long been a hallmark of its culture, but a new wave of regional specialties is gaining momentum, moving beyond cuisine to highlight grassroots, hyper-local flavours and experiences. Brands like "Go to the Tea Mountain," "Going Up the Mountain to Drink Tea," and "Grandma’s Handmade" are leading this trend, not just showcasing regional uniqueness but successfully expanding into China’s first- and second-tier cities.
These brands exemplify how local stories, ingredients, and cultural elements can differentiate products in a saturated market. As Chinese consumers increasingly value authenticity and unique experiences, regional brands are embracing their local roots to stand out. The strategy is a celebration of place, heritage, and identity.
Tapping Into Local Roots
Take "Going Up the Mountain to Drink Tea" as an example. This Yunnan-based brand focuses on showcasing the unique flavors of Pu’er tea through innovative processes and products. By including local elements like Yunnan olives and pickled plums, they’ve crafted a distinctive identity that deeply connects with consumers. Their flagship Origin stores even incorporate exhibitions and cultural events to immerse visitors in Yunnan’s tea culture, blending tradition with modern experiential marketing.
Similarly, Guizhou’s "Go to the Tea Mountain" integrates local specialties like Roxbill tea and glutinous rice sourced from minority communities into its diverse menu. Beyond drinks, they expand the local experience with cultural touches, such as DIY tea workshops and collaborations with museums. This multidimensional approach creates a powerful narrative of place that resonates with urban consumers seeking unique, authentic experiences.
From Local to National
However, scaling these regional brands presents challenges. Guangxi’s "Grandma’s Handmade" initially relied on ingredients like buffalo milk and Lipu taro, but as the brand expanded, supply chain limitations and the need to cater to broader tastes prompted a shift toward a more generalized concept of "local." This flexibility allowed them to embrace high-quality ingredients from other regions while retaining the warmth and emotional connection of "home."
Yet, brands must tread carefully. Overgeneralizing risks diluting their original identity, leading to potential consumer confusion or loss of authenticity. The balancing act between preserving local essence and adapting for scalability is critical for success.
What Foreign Brands Can Learn
For foreign brands entering or growing in China, the rise of regional specialties offers valuable lessons:
Celebrate Local Identity: Highlight the unique characteristics of your home region. Whether it’s ingredients, heritage, or craftsmanship, weaving these elements into your brand story creates differentiation.
Educate and Engage: Outside of big cities, consumers may need education about unfamiliar flavours or products. Awareness of foreign regions and cities/towns is also often low. Offering accessible narratives, tastings, or interactive experiences can bridge this gap.
Adapt Without Losing Essence: Flexibility is key when expanding in China. Be open to incorporating local Chinese elements, but ensure the brand’s core identity remains intact.
Invest in Authenticity: Authenticity matters. Build strong supply chains to deliver quality and stay true to your brand’s promise.
China’s new wave of regional specialties illustrates the power of local stories in winning consumer hearts. For foreign brands, the opportunity lies in finding their own “local flavour” and presenting it with the same level of authenticity and creativity. After all, in a market that increasingly values uniqueness, being true to your roots is not just an advantage - it’s essential.
