On August 10, during China's traditional Qixi Festival—often referred to as Chinese Valentine’s Day—a unique promotional campaign was launched to support Russian-made products.
Live Broadcasts on Social Media
According to Lenta this initiative, organized by the Russian Export Center, highlights the growing economic ties between Russia and China.
The campaign was inspired by a heartwarming love story between a Russian girl and a Chinese student who met during a friendly basketball match, symbolically hosted under the “Made in Russia” brand.
The romantic tale captured the essence of the Qixi Festival, making it the perfect backdrop for promoting Russian goods in China.
As part of the campaign, live broadcasts are being held across various Chinese social media platforms. Influential bloggers are showcasing Russian products to their followers, introducing them to items that make ideal gifts for loved ones on Valentine’s Day.
In-Person events as well
The focus is on confectionery and other sweet treats, which are traditionally popular during this celebration.
According to the Russian Export Center, 45 manufacturers from 25 regions across Russia are participating in the campaign. These include both large-scale federal producers and smaller regional brands, all eager to expand their presence in the Chinese market.
In addition to the online activities, in-person events were held from August 8 to 10. These events aimed to help Russian businesses promote their products directly to Chinese consumers, enhancing cross-cultural trade relations.
