Season launch events held to help boost demand in key markets across Asia
The Australian cherry industry has continued its pre-season promotional efforts in export markets across Asia, with additional season launches held in Hong Kong and Mainland China.
Hort Innovation, in partnership with Cherry Growers Australia and Austrade, has kick-started this season’s international marketing programmes for Australian cherries with events in key markets. On 2 December, it held an event in Ho Chi Minh City, Vietnam.
This was followed on 4 December with a launch event in Hong Kong at Michelin-starred restaurant Duddell’s. Guests enjoyed a guided tasting led by Chef Chan Yau Leung and met growers to learn about the care that goes into producing Australian cherries. A consumer activation will further boost visibility and excitement for Australian cherries following this launch event, featuring a new mascot, Karu the kangaroo. The activation is designed to build brand awareness via influencer content and paid online media on Foodpanda, one of Hong Kong’s leading food delivery apps.
The third event was held in Shanghai on 9 December, where Australian cherries brought the vibrant taste of summer to the Jing’an Shangri-La Hotel. Growers and industry representatives joined guests to enjoy an immersive tasting experience, network and share information about Australia’s premium cherries.
Collectively, the events were designed to build strong demand during peak season, showcasing Australian cherries with leading retailers, importers and media. They aimed to inspire, engage and educate local partners about the product quality and taste, featuring insights from industry representatives, live tasting sessions, and interactive discussions with trade and media partners.
Karina Keisler, GM of marketing and communications at Hort Innovation spoke to why international marketing is essential for Australian cherries and the sector more broadly: “International marketing is a vital part of supporting our growers and building demand for Australian produce. These campaigns not only showcase the exceptional quality of our cherries but also strengthen Australia’s reputation in competitive global markets”.
Penny Measham, CEO at Cherry Growers Australia added: “For Australian cherry growers, these international campaigns are about more than promotion, they are about connection. Each cherry represents the care and expertise of our growers and the trust of consumers across Asia who appreciate Australia’s commitment to quality and freshness. We are proud to see Australian cherries enjoyed in Vietnam, Hong Kong and China, and to continue strengthening these relationships with our trading partners”.
Further marketing activity is set to take place in Taiwan in January 2026.
