Key Tips
Liu Jingrui, operator of Belgium’s largest Asian supermarket, has noticed a growing trend: local consumers are embracing China’s trendiest snacks. Among these, White Rabbit creamy candy has become particularly popular with Belgian youth and children.
Chinese snacks are transitioning from niche products in ethnic communities to mainstream choices for European consumers. Sales of items like spicy strips and snail rice noodles continue to climb steadily in local supermarkets
01 A New Trend in the European Market
European consumers’ perception of Chinese food was long confined to traditional restaurant dishes. This is now changing, as a range of Chinese snacks enters mainstream European consciousness.
In Belgian Asian supermarkets, local customers no longer just purchase traditional hotpot base or Tsingtao Beer. They are increasingly trying trendy snacks like spicy strips and luosifen (snail rice noodles).
Laurence, a Belgian consumer, shares that Chinese food has opened a “door to deliciousness” for her. She now regularly enjoys Chinese steamed buns, bean paste buns, and lava buns for breakfast.
This shift represents more than culinary experimentation—it reflects Europeans’ growing interest in Chinese culture and contemporary lifestyles.
02 Star Snacks and Best-Seller Lists
The success of Chinese snacks in Europe is evident in specific data and case studies. Weilong spicy strips have performed exceptionally well in the Italian market. According to FastMoss, a TikTok data analytics platform, Weilong’s classic “Big Face Gluten” spicy strips sold over 5,100 units in 28 days, generating €8,400 in revenue. This secured the top spot on both the popularity and sales charts in Italy’s food category.
This achievement highlights the significant potential of Chinese snacks in the European market.
Beyond spicy strips, other Chinese snacks have also found their audience in Europe. In Belgium, White Rabbit creamy candy is a favorite among young people and children.
Sunflower seeds, a traditional Chinese snack, have gained unexpected popularity. As Chinese snack brands expand their reach, more Europeans are mastering the art of cracking and eating sunflower seeds.
03 Secrets to Winning Over European Palates
The success of Chinese snacks in Europe is supported by several key factors. Product adaptation and flavor innovation are crucial.
Many Chinese snack brands have adjusted their recipes for European preferences. For instance, Weilong launched a “mild spicy” version of its spicy strips in Italy to suit local tolerance for intense heat.
Social media and influencer marketing have played a significant role. The popularity of Chinese snacks in Europe is closely tied to food review bloggers on platforms like TikTok.
One Italian blogger’s video of opening spicy strip packaging with her mother garnered millions of views, sparking curiosity and driving sales among local consumers.
04 Cultural Fusion and Future Prospects
The rise of Chinese snacks in Europe is not just a commercial phenomenon but also a reflection of cultural integration. As cultural exchanges between China and Europe increase, food has become an important medium for cultural dissemination.
European consumers are exposed to diverse elements of Chinese culture through these snacks. In Belgium, locals not only buy Chinese snacks but also participate in Lunar New Year events hosted by Asian supermarkets, experiencing traditional games like lantern riddles.
This cultural exchange is a two-way street. Feedback from the European market has prompted Chinese brands to adjust their products and marketing strategies.
European consumers’ high standards for food quality, packaging, and ingredient labeling have pushed Chinese snack brands to improve product quality and transparency to meet local regulations and expectations.
At Asia United Supermarket in central Madrid, Spain, shelves filled with Chinese products attract customers of diverse backgrounds. Pan Wenyao, president of the supermarket, notes that their customer base has expanded far beyond the Chinese community.
Many Spanish shoppers visit specifically to find authentic Chinese seasonings and ingredients to “recreate” flavors from their favorite Chinese restaurants. As Europeans gradually grow accustomed to searching for spicy strips on supermarket shelves and sharing sunflower seeds during tea breaks, these moments are becoming part of the daily fabric of cultural exchange between China and Europe.