‘Made in Russia’ Craze Sweeps China as Trade Ties Deepen

Beijing/Hong Kong – Across China, a new shopping trend is taking hold, with pop-up stores decked out in the white, blue, and red of the Russian flag popping up seemingly overnight. From waist-high matryoshka dolls at the entrances to shelves brimming with Russian chocolates, honey, vodka, and biscuits, these stores are cashing in on a growing fascination with “Made in Russia” goods. In cities like Beijing, Chongqing, and even smaller locales like Pingliang in Gansu province, the proliferation of these shops has left some residents baffled—and others delighted.

Since Russia’s invasion of Ukraine in 2022, trade between Beijing and Moscow has soared to record levels, with China emerging as a vital lifeline for the sanctions-battered Russian economy. While oil, gas, and coal dominate imports, Russian food products like ice cream, milk powder, and sweets have surged in popularity among Chinese consumers. Over 2,500 new companies trading Russian goods have registered in China since 2022—nearly half in the past year alone—according to business records. Most are based in Heilongjiang, near the Russian border, though the trend is spreading nationwide.

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The craze, dubbed “crazy” by Chinese state media, reflects both economic ties and cultural curiosity. Shop assistants in Beijing tout the “pure” quality of Russian honey and chocolate, while loudspeakers hail the products’ “natural ingredients and high quality.” Yet, the boom has sparked skepticism. Investigations have uncovered that some “Russian” items are locally made, prompting crackdowns on false labeling.

For entrepreneurs like 20-year-old Su, who runs three Russian goods stores in Pingliang, the trend is a business opportunity tied to goodwill. “China and Russia have maintained pretty good relations,” she said, noting that Russian products outsell goods from Sri Lanka or Australia in her shops. Customers like Liang Jinghao, a Shanxi tourist, echo this sentiment, praising Russia’s “vast land and friendly people.”

The phenomenon traces back to 2022, when the “Russian State Pavilion” e-commerce store, backed by Moscow’s embassy, went viral post-invasion, raking in millions in days. With 66% of Chinese holding favorable views of Russia per a Tsinghua University poll, the “Made in Russia” brand is more than a fad—it’s a symbol of deepening ties.

Key Points:

1. Rising Trend: Pop-up stores selling Russian goods, adorned with Russian flags and dolls, have become increasingly common across China, offering products like chocolates, honey, and vodka.
2. Trade Surge: Since Russia’s 2022 invasion of Ukraine, China-Russia trade has hit record highs, with over 2,500 new companies registered to trade Russian goods since then, especially in Heilongjiang.
3. Consumer Appeal: Russian food items like sweets and milk powder have gained popularity among Chinese consumers, fueled by a “Made in Russia” craze and positive perceptions of Russia.
4. Economic Lifeline: China has become crucial for sanctions-hit Russia, importing not just energy but also food products, deepening bilateral ties.
5. Scrutiny and Authenticity: The rapid growth has raised concerns, with some “Russian” products found to be made in China, leading to crackdowns on misleading labels.
6. Cultural Connection: Public favorability toward Russia (66% per a Tsinghua poll) and state-backed efforts, like the viral “Russian State Pavilion” in 2022, have boosted the trend.