Fake Russian goods hurt genuine brands in China

At a trade exhibition in Hong Kong, a representative from Russian confectionery producer Belyov Pastila Manufacture sought new buyers and sought to assure them that the company's products were genuine Russian goods. The company had attempted to enter the Chinese market in 2019 and had begun regular shipments and a local office in 2022-2023, with sales growing in 2024 due to high demand for Russian consumer goods in China.

However, the popularity of Russian goods in China quickly turned sour, as Chinese media exposed the marketing of locally made products as Russian imports, leading to increased consumer skepticism and a decline in sales for companies like Belyov Pastila.

In response, the company has opened social media accounts and taken steps to clarify the origins of its products. The surge in Russian goods in China followed a shift in global trade, driven by Western sanctions and the withdrawal of international brands after Moscow's invasion of Ukraine in 2022. Trade between China and Russia increased significantly, with Russian food and consumer goods gaining visibility in China.

By early 2025, over 3,500 businesses associated with Russian goods were registered in China, despite many stores shutting down due to consumer backlash and regulatory scrutiny.

The expansion of the Russian goods market in China has raised concerns about consumer confusion and the impact on genuine exporters. The Russian Export Centre's chief representative acknowledged that the use of Russian imagery to market non-Russian products has led to consumer distrust and affected legitimate Russian producers. The centre is now working to strengthen official Made in Russia sales channels and develop platforms for consumers to verify product origins, emphasizing that being "Russian" is no longer sufficient and that Made in Russia should signify quality and traceability.