Suntory, often mistaken for a Chinese brand, outearns Nongfu Spring with 165.1 billion yuan in 2024, nearly three times Nongfu’s revenue. This Japanese beverage giant, founded in 1899, entered China in the 1980s with oolong tea, using Chinese-themed ads to blend in. Products like Oriental Leaves appeal to health trends, with low-sugar teas growing 30% amid “punk wellness.” Explore how Suntory’s “Chinese disguise” captivates consumers and lessons from brands like Yuanqi Forest reversing foreign packaging.
Suntory’s Rise: From Oolong to Market Leader
Suntory’s 2024 revenue: 165.1 billion yuan, dwarfing Nongfu Spring. Starting with oolong tea in the 1980s, it invested heavily in China-filmed ads featuring local faces and tea culture, fostering a “domestic” image.
Health trends boosted low-sugar teas like Oriental Leaves, with market growth 30% since 2021. Suntory’s strategy: adapt to Chinese preferences, from sweet drinks to淡 tea flavors, capturing anti-sugar shifts.
Misleading Packaging: Foreign Brands Go Local
Suntory’s “Chinese” vibe mirrors a trend: foreign brands localize. Ads with Chinese actors and tea themes blurred origins. Conversely, Chinese brands like Yuanqi Forest used Japanese text and “Japan supervised” labels to seem premium, boosting sales but sparking backlash.
As national pride rises, consumers favor true domestic products. Yuanqi Forest rebranded to local names, emphasizing Hebei origins.
Consumer Shift: From Foreign to National Pride
Early 2000s favored “foreign” brands for quality. Now, with manufacturing advances, locals like Nongfu Spring compete. Suntory’s success shows adaptation works, but transparency matters.
Cultural confidence grows; consumers shun disguised brands. Lessons: authenticity trumps mimicry—focus on quality over packaging.
Conclusion
Suntory’s 165.1 billion yuan success in China stems from clever localization, but rising patriotism demands honesty. As brands like Yuanqi Forest pivot, true innovation wins. Explore this shift’s impact on consumer choices!
