As Spring Festival draws near, Hsu Fu Chi, a leading confectionery brand, is adding a touch of sweetness to the holiday season with a 17-day candy tour spanning six cities across China, aiming to delight consumers and drive holiday sales.

Distributing billions of candies, the brand aims to rekindle cherished traditional festival memories while boosting sales during China's most significant gifting season, according to the company.

Hsu Fu Chi's candies are widely regarded as cultural symbols of fortune and joy during Spring Festival. This year, its signature Spring Festival candy jars, featuring eight best-selling flavors, will be available throughout the holiday season.

In collaboration with renowned Chinese designer Pan Hu, Hsu Fu Chi has launched a limited-edition "sugar coat" candy bucket.

The product combines traditional Chinese aesthetics, such as river cliffs and floral patterns, with modern design elements. The bucket also includes a national-style scarf, enhancing both its visual appeal and cultural significance.

The "Sweet Tour" began on Jan 1 in Beijing's Sanlitun and will travel to Zhengzhou in Henan province, Wuhan in Hubei province, Shanghai, Fuzhou in Fujian province, and conclude in Dongguan, Guangdong province—the brand's headquarters.

According to Nielsen data, Hsu Fu Chi, a member of the Nestle SA family, captured 30.2 percent of the bulk candy market in 2022, securing its top position.

During the 2023 Spring Festival, its market share in the bulk segment reached 28 percent, a five-year high. Additionally, the brand's market shares for bulk sugar candies and bulk chocolates exceeded 35 percent and 40 percent.

In March 2024, Liu Xingang, president of Hsu Fu Chi International Group, said the company has achieved four consecutive years of high growth, with total revenue exceeding 7 billion yuan ($959 million).

Its growths are propelled by its continuous innovation. In 2024, the company focused on three core categories: candy, jelly and biscuits. Alongside upgraded soft candies, it introduced fresh coconut jelly—a rising trend in the dessert market—and Nestle Milo sports biscuits designed for active, on-the-go consumers.

wangzhuoqiong@chinadaily.com.cn