By Jin Lu

As China's doors to the world open wider, Ningbo's foreign trade professionals are forging closer ties with global markets. With more than 25,000 foreign trade enterprises and more than 2 million people working in related industries, Ningbo is a major hub for international trade. In the face of fierce global competition, how do Ningbo's trade professionals tell China's story and help "Made in Ningbo" products sail confidently into global markets?

Sensing New Trends in Overseas Markets

Storyteller: Zhang Shaohua, co-founder of Yong's Gourmet (San Guan Liu Ma Tou)

The name "San Guan Liu Ma Tou" (Yong's Gourmet) refers to trade centers and transportation hubs in China, but this concept is abstract to foreigners. So I explain it this way: the "Three Gates and Six Piers" are like two Silk Roads. The overland Silk Road connected East and West, while the maritime Silk Road facilitated vibrant transoceanic trade.

Products like ours resonate even more deeply with overseas Chinese communities. As they say, "You're tasting old flavors, but at its core, it's cultural memory." This insight became my key to connect with their hearts.

In June, I attended a hometown-themed market carnival hosted by Ningbo expatriate associations in Hong Kong's Victoria Park. Despite the unpredictable weather, crowds of Hong Kong people flocked to the stalls. The container of goods we brought sold out so quickly that we had to impose purchase limits to ensure that everyone could buy a piece of nostalgia.

I'm currently working on setting up our first retail outlet in Singapore to bring this blend of nostalgia and culture to an even wider audience. At the same time, we're also committed to preserving and promoting traditional crafts in the country. We recently opened the "Artisan Tribe" in Yongwang Village, Zhenhai. It serves as a platform for showcasing crafts, selling specialty products, and holding workshops on intangible cultural heritage.

My next idea is to turn this traditional-meets-modern space into an international creative center for cultural exchange. On the opening day, international visitors and foreign students from nearby universities participated in activities such as paper cutting, clay modeling, and making traditional pickled vegetables. For these students, this hands-on experience creates a vivid and tangible connection to Chinese culture and helps them integrate into the local community.

Seamlessly integrating a century-old brand into the global marketplace

Storyteller: Shi Yuqing, Marketing Department, Jaragou (Ningbo Gangyagou Foods)

In recent years, as our products have ventured into global markets, we've also made efforts to share our culture with the world. My colleagues and I have worked tirelessly to bring Jaragou's tangyuan (glutinous rice balls) to overseas students so that they can enjoy the taste of home while abroad.

This "export of nostalgia" has unexpectedly created a wave of international fans for tangyuan. Earlier this year, we sent tangyuan to Chinese students at Harvard University. After tasting them, these students shared them with faculty, staff, and peers, explaining the intangible cultural heritage behind them and spreading the charm of Ningbo's rice-based food culture. Tangyuan quickly became a hit on campus.

This success made me realize that tangyuan was not only a bridge for overseas Chinese to stay connected to home, but also had the potential to resonate with an international audience. As a result, we launched a cultural exchange initiative called "Ningbo Tangyuan Goes to Overseas Universities," and I actively participated in this effort.

At the University of Pennsylvania, we prepared in advance by compiling materials and applying for event approval. The school administration showed great interest, and the event attracted enthusiastic participation. International students introduced China's rice-based food culture and the Jaragou brand, allowing many international participants to experience authentic Ningbo tangyuan while learning about its history and the cultural significance of "harmony and unity" it represents.

This concept of "harmony and unity" has sparked meaningful cross-cultural conversations and driven our brand's expansion into new markets. In September 2022, a well-known international apparel brand approached us to collaborate. Out of many unique brands in southern China, they chose us, recognizing the potential of our cultural value.

I firmly believe that by capitalizing on the momentum of "Made in China" going global, Jaragou will continue to thrive. In the future, I envision seeing our products at family gatherings, on supermarket shelves, and in bustling city streets around the world. With craftsmanship and relentless innovation, Jaragou will continue to shine as a symbol of Ningbo's heritage, uniting the world through the delicious harmony of its tangyuan.