Having entered the Japanese market in the 1970s, the time-honored Chinese brand “Fengshou” is now making a strong comeback in the domestic market. Leveraging its proven product quality and rich brand heritage, Fengshou is riding the wave of renewed interest in traditional Chinese brands, bringing new vitality to this decades-old label.
Beijing Fengshou International Trading Co., Ltd. originated from the former Beijing Cereals, Oils and Foodstuffs Import & Export Corporation. With over 30 years of experience in fruit canning for export, particularly in the mid-to-high-end segment, the company has built a solid reputation overseas. Its flagship brand “Fengshou” was first registered in 1968 and is a familiar name to many in Beijing.
“Fengshou yellow peach canned products first entered the Japanese market in the 1970s. Today, we are one of Japan’s stable suppliers, with our products accounting for around 7% of its canned fruit imports,” said company representative Li Lexiao. “Our long-term, stable presence in overseas markets stems not only from our status as a state-owned enterprise, but more importantly, from our product excellence.”
Export-Grade Quality, Tailored for Chinese Tastes
To meet the evolving health and quality demands of domestic consumers, Fengshou has launched a strategic “export-to-domestic” transformation, bringing to market a series of locally adapted products that maintain the same high production standards used for exports.
For raw materials, Fengshou selects premium, export-grade yellow peaches that are plump and vibrantly colored. The production process involves manual pitting and hand selection to ensure no residue or peach pit fragments remain. The formula uses no unnecessary additives, delivering a naturally sweet taste that is safe and enjoyable for both the elderly and children.
“Our canned products are certified by the U.S. FDA. This not only affirms our quality for export markets, but also gives Chinese consumers strong confidence in our brand,” said Li.
At the same time, packaging for the Chinese market has been fully upgraded. The local version features a festive red color palette, paired with peach illustrations and the auspicious slogan “Fengshou brings good fortune,” blending traditional aesthetics with modern consumer preferences. The product has become a popular choice both as a gift and for everyday dining.
From “Face Value Gifts” to “Quality Gifts”: Changing Consumer Mindsets
In recent years, as Chinese consumers become more rational and health-conscious, gifting culture has shifted away from ostentation and high prices to focus on quality, safety, and practicality. Canned foods—known for their convenience, safety, and stable nutrition—are quietly making a comeback, especially during holidays, family gatherings, and festive occasions.
“When we were children, canned yellow peaches were something special—saved for holidays, honored guests, or moments of care during illness,” one consumer shared on social media. “Seeing Fengshou cans today instantly brings back those childhood memories.”
On platforms like Xiaohongshu (RED) and Douyin (TikTok China), Fengshou yellow peach cans are gaining viral traction, with nostalgic sentiments and product recommendations driving renewed interest among younger consumers. The combination of “canned food + childhood memories” is helping the brand connect with a new generation.
From a Single Product to a Diversified Food Portfolio
Building on the success of its export-to-domestic transition, Beijing Fengshou International Trading Co., Ltd. is accelerating efforts to expand its product portfolio. In addition to yellow peach cans, the company is gradually launching mandarin orange, hawthorn, and pear canned products. It is also venturing into categories such as meat products, tea, and camellia oil, forming a more diversified “Fengshou” food lineup.
“Our goal is not only to bring back high-quality canned goods to the Chinese market,” Li said, “but also to build Fengshou into a trusted national brand that represents quality and reliability.”
In the new era of Chinese consumerism, this half-century-old brand is reinventing its value through both innovation and tradition—winning back the palates and trust of Chinese consumers, one can at a time.
