What do Chinese Sunflower Seeds Have to Do with African Diplomats?

A group of diplomats in China recently participated in the "Opportunities in China: Diplomats and High-Quality Development in Anhui" international communication activity by paying a visit to ChaCha Food. Deputy Head of Mission at the Gambian Embassy in China Bakary Gassama expressed his hopes ChaCha Food would "actively explore the African market, especially in West Africa."

Diplomats learning how to harvest sunflower seeds at ChaCha Food

ChaCha Food’s sunflower seed production workshop

The recipient of the diplomat’s invitation, ChaCha sunflower seeds, is one of the first Chinese brands to achieve significant success overseas. According to reports, ChaCha's products have proven popular with consumers at home and abroad in some 70 countries in Asia, Europe, and America.

A diplomat with a ChaCha product intended for sale overseas

ChaCha's journey overseas did not enjoy an auspicious start as it wrestled with how to introduce its product to countries where sunflower seeds were not a traditional snack. In Japan, sunflower seeds in shells were for hamsters. But ChaCha's appearance won them over, with Chinese classes in Korean and Japanese primary and secondary schools launching initiatives to introduce Chinese food culture. ChaCha Food also promoted a creative campaign to "Eat Sunflower Seeds with Chinese Chopsticks" and closely connect sunflower seeds with Chinese culture on an "experiential overseas journey".