Chinese Condiment Companies Accelerate Overseas Push; Chubang Covers 30-Plus Countries, Qianhe Enters Europe

Chinese condiment exports have a long history. During the Sui and Tang dynasties, spices were already major traded goods along the land and maritime Silk Road. In the Tang and Song dynasties, soy sauce brewing technology spread eastward to Japan and South Korea and southward to Southeast Asia with merchant ships. The Dutch East India Company once called soy sauce the "salt of deliciousness." Over the centuries, condiments have shifted from serving overseas Chinese to targeting global consumers, using soy sauce, chilli sauce and hot pot base as vehicles to complete the transition from goods export to cultural dissemination, forming a ten-billion-yuan export track.

The influence of Chinese cuisine continues to expand, and Asian food is gaining popularity among young overseas consumers, changing the underlying logic of condiment exports. Companies are positioning accordingly. Chubang has adopted a tiered market development strategy, with products covering more than 30 countries and regions, including Europe, the United States, Japan, South Korea, Australia and Southeast Asia, and plans to build local marketing networks. Qianhe has designated Southeast Asia and Europe as priority regions for 2026, and through cooperation with JD. com's overseas platform has entered European countries including Britain, Germany, France and the Netherlands, adjusting product formulas to suit local diets. Lin Xiaosheng is at the trial stage, with products covering Southeast Asia, Europe and the United States, focusing mainly on researching channels and consumption habits.

The industry faces multiple challenges in going overseas, including limited market capacity, significant differences in food regulations across countries, insufficient brand premium, high logistics costs for liquid sauces, inadequate localised R&D and weak online operations. Some companies remain at the level of simple export sales, lacking a long-term global business mindset and with insufficient layout of overseas channels and after-sales systems. Product localisation is key, but condiments rely on eating habits to sustain repeat purchases, making it difficult to win rapid recognition from overseas consumers.

To achieve high-quality overseas expansion, the industry needs to shift from product export to brand building, supply chain coordination and cultural communication. Companies should conduct thorough overseas market research and adjust product formulas and packaging specifications in line with local regulations and dietary preferences. At the policy level, efforts should accelerate mutual recognition of international standards in the food sector to reduce duplicate testing and certification costs, and encourage companies to expand sales channels through cross-border e-commerce and overseas warehouses. Industry associations can participate in international standard-setting, converting domestic brewing techniques into universal guidelines to enhance the industry's voice in the global value chain.