Chinese Specialty Products Gaining Popularity Overseas: A Blend of Tradition and “Guochao” Culture

As global consumers increasingly seek healthy lifestyles, natural ingredients, and culturally distinctive products, traditional Chinese specialty goods—often referred to as “tǔ tè chǎn pǐn” (土特产品)—are finding enthusiastic audiences abroad. Thanks to the rise of cross-border e-commerce and growing interest in Chinese culture, these products are moving beyond niche markets into the global mainstream. From teas and medicinal herbs to artisanal crafts and trendy cultural products, Chinese specialties are painting a vivid new picture on the international consumer map.

1. Food Products: The Flagship of Chinese Taste

a. Tea: The Ambassador of Chinese Culture

Chinese tea is among the most recognized and widely exported traditional products. Renowned for its history, health benefits, and elegant presentation, several varieties enjoy strong demand overseas:

• Pu'er Tea: A fermented tea known for its aging qualities and complex flavors, particularly popular in France, Japan, and Southeast Asia.

• Longjing (Dragon Well) Tea: A green tea from Hangzhou with a light, floral flavor, often marketed as a luxury gift in Europe and North America.

• Tieguanyin & Da Hong Pao: Famous oolong teas with rich aromas, widely appreciated in Taiwan, Korea, and Southeast Asia.

Chinese teas are sold through Asian supermarkets, specialty stores, and global platforms like Amazon, AliExpress, and Tmall Global.

b. Medicinal Herbs and Tonics: The Rise of Eastern Wellness

As Traditional Chinese Medicine (TCM) gains credibility globally, many Chinese herbs and tonic foods are growing in popularity, particularly among health-conscious consumers:

• Ginseng, Lingzhi (Reishi Mushroom), Cordyceps: High-end health supplements believed to boost immunity and vitality. Commonly found in the US, South Korea, and parts of Europe.

• Goji berries, Astragalus, Red Dates, Chinese Yam: Often used for making herbal teas or soups, widely distributed in Asian communities and now appearing in mainstream organic stores.

Many of these herbs are now available in modernized formats like capsules, powders, and herbal tea bags to appeal to Western customers.

c. Condiments: Flavoring the Global Kitchen

The growing popularity of Chinese cuisine worldwide has led to increased demand for authentic condiments and sauces:

• Lao Gan Ma Chili Sauce: A cult favorite in the West, dubbed the “Chinese Tabasco.”

• Pixian Doubanjiang, Hotpot Base, Sichuan Pepper Oil: Key ingredients for Sichuan cuisine, loved by Chinese expats and adventurous eaters alike.

• Soy Sauce & Vinegar: Staples such as Zhenjiang vinegar and light/dark soy sauces are essential in many Asian and fusion dishes.

Many brands now offer bilingual packaging and international certifications (e.g., FDA, organic) to increase accessibility abroad.

d. Dried Goods: Nutritious, Portable, and Shelf-Stable

• Shiitake Mushrooms, Black Fungus, White Fungus, Bamboo Shoots, Lotus Seeds: Nutrient-rich and easy to transport, these dried goods appeal to health-focused consumers and vegetarians.

• Dried Scallops, Dried Squid, Dried Shrimp: Dried seafood is especially popular in Japan, Korea, and among overseas Chinese communities.

These products are often sold in vacuum-sealed packaging with modern branding to enhance their shelf appeal.

e. Regional Snacks and Instant Meals: A Bite of Home

Chinese regional snacks are increasingly entering foreign markets in convenient, ready-to-eat or semi-cooked formats:

• Luosifen (River Snail Rice Noodles): Originally from Guangxi, this pungent yet delicious noodle dish has become a viral hit in Southeast Asia and among adventurous Western eaters.

• Chongqing Hotpot Soup Base, Mala Xiang Guo Spice Mix: Perfect for hotpot parties or DIY spicy dishes.

• Instant Rice Noodles, Handmade Noodles, Vacuum-Packed Sausages: Convenient, portable meals popular with international students and busy professionals.

2. Handicrafts & Cultural Goods: Beauty in Tradition

a. Jingdezhen Porcelain: Chinese Elegance in Ceramics

Jingdezhen porcelain, known for its exquisite craftsmanship and artistic value, is a top choice for gifts and home décor. Teaware, vases, and decorative plates are especially sought after in Europe and East Asia.

b. Silk & Embroidery: Traditional Art Meets Fashion

• Suzhou, Hunan, and Sichuan Embroidery: Delicate, vibrant, and intricate, these embroidered works are used in wall art, accessories, and fashion pieces.

• Silk Scarves & Sleepwear: Appealing to Western consumers for their comfort and “affordable luxury” value.

These textiles are promoted in cultural fairs, museum shops, and online platforms with emphasis on heritage and craftsmanship.

c. Folk Crafts: Souvenirs with Soul

• Bamboo Weaving, Wood Carving, Shadow Puppets, Paper-Cuts: With a strong regional flavor, these crafts are often purchased as travel souvenirs or holiday gifts.

• Chinese New Year Decorations (e.g., “Fu” Characters, Spring Couplets): Widely purchased by overseas Chinese and non-Chinese alike during Lunar New Year celebrations.

d. Yixing Zisha Teapots: Functional Art for Tea Lovers

Made from purple clay, these teapots are cherished for their aesthetics and their ability to enhance tea flavor. They are popular among tea connoisseurs in Japan, South Korea, and select Western tea communities.

3. Wellness & Daily Use Products: From Kitchen to Bath

a. Herbal Personal Care & Aromatherapy

• Shampoos with He Shou Wu, Herbal Toothpaste, Mugwort Foot Baths: Promoted as natural and chemical-free, these appeal to eco-conscious shoppers.

• Incense, Scented Sachets, Essential Oil Candles: Often infused with traditional Chinese herbs and marketed as part of a “zen” lifestyle, these are trending in wellness communities globally.

b. Honey & Bee Products: Nature’s Superfoods

• Wildflower Honey from Qinling, Northeast China, Yunnan: Known for purity and taste, often positioned as premium gifts.

• Royal Jelly, Propolis, Bee Pollen: Marketed as supplements for immunity and vitality, particularly popular in North America, Germany, and Russia.

4. “Guochao” Cultural Products: Trendy Chinese Aesthetics for Gen Z

The “Guochao” (国潮, or “national trend”) movement has redefined how Chinese culture is represented and consumed—especially among young people, both domestically and abroad.

• Hanfu & Ancient-Style Accessories: Traditional Chinese clothing is trending on platforms like TikTok and Instagram, worn by youth in cosplay, cultural festivals, and lifestyle vlogs.

• Palace Museum (故宫) Cultural Goods: Stationery, home decor, and designer merchandise with imperial Chinese motifs are popular in Japan, Southeast Asia, and cultural retail outlets.

• Traditional Puzzles, Poetry Comics, Calligraphy Kits: Marketed as educational or giftable cultural experiences, increasingly available in bookstores and online marketplaces.

Conclusion: From “Local Specialty” to Global Lifestyle Symbol

Chinese specialty products are evolving from niche regional goods into full-fledged global commodities, backed by complete supply chains, cultural branding, and modern packaging. Whether through the language of health, the allure of craftsmanship, or the aesthetics of “Guochao,” these products are gaining traction not just among overseas Chinese, but among mainstream consumers who are drawn to authentic, distinctive experiences.

As China continues to integrate tradition with innovation, these products are more than exports—they’re ambassadors of culture, taste, and lifestyle.