SEATTLE — Producers of American food and drink have discovered an antidote for post-holiday sales blues in the United States: China's huge, gift-laden celebration of its new year.
The 15-day celebration, known as Chun Jie, or Spring Festival, is China's biggest holiday and a time to gather with relatives, feast and give gifts. Food, clothing and money are traditional presents, but a growing number of Chinese — especially the booming middle class with more money to spare — are choosing gifts from overseas. And what better present to give in China than a tin of American toffee, a Washington apple or a bottle of Tennessee whiskey?
The new year "is a big thing for everybody here in China," said Beijing shopper Wu Shitao, 30, as he debated buying a bottle of Jack Daniel's whiskey. "You can say it's the ultimate holiday of the year. If you don't buy presents for your family and friends now, when else do you do that?"
Since November, U.S. companies have been loading millions of pounds of goods into containers to arrive in time for the winter shopping season and the Feb. 3 advent of the Year of the Rabbit. Nearly all is food or drink marketed by importers and retailers as premium products, often with an air of glamour.
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