“American Food Fair” Promotion in China Endorses U.S. Rice

Colorful newspaper promotion with pictures of food and balloons highlighting an American Food Fair
Fare at the fair
Aug 30, 2019
HONG KONG – A new promotion, called “American Food Fair,” began here in late July and runs through August at AEON, a large Japanese-owned holding company comprised of upscale general merchandise stores with locations all over Asia.  The chain already had two brands of U.S. rice on shelves, Chewy and Nishiki, and when USA Rice joined the promotion, another U.S. rice brand, Tamaki, was added to shelves.  

Special USA point of sale materials were designed and decorated all participating stores.  AEON also advertised the food fair with posters at subway stations and issued newsletters as part of the promotion.  

“In addition to the twelve AEON stores in Hong Kong, HKTVMall, a local online retailer opening a bricks-and-mortar store there, is also participating in the “American Food Fair,” said Jim Guinn, USA Rice director of USA Rice Asia Promotion Programs.  “Unfortunately the promotion has coincided with ongoing protest demonstrations in Hong Kong, which may mute success.”

According to the Global Trade Atlas, Hong Kong imported more than 4,000 metric tons of U.S. rice in the first six months of 2019, compared to 3,442 in the first half of 2018, a 24 percent increase.