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Shanghai Office: + 86 2159745569
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Belfast Office: +44 2890022869 | Shanghai Office: + 86 2159745569

Email us:

Hitschies Confectionary expands into China

Hitschies is a vibrant brand of confectionery known for its wide array of colorful, fun, and flavourful candy. Founded by the Hitschler family in 1929, Hitschies have carved a long tradition of sweet innovations for four generations. With presence in other Asian markets, Hitschies’ were keen to establish opportunities in China.

Market Research and Objectives

China’s sugar confectionery market has exhibited robust growth. As disposable incomes rise there’s an increasing demand for imported confectioneries, which are often perceived as higher quality or offering unique flavours not available locally. This trend is further bolstered by the young demographic segments who are driven by curiosity and novelty of indulging in internationally acclaimed treats that embody a blend of tradition and craftsmanship.


Starting with the team in Belfast and Germany, we worked with the client to translate all marketing materials and prepare customs clearance documents before shipping samples to Sinowei Shanghai. When applying for Hitschies’ trademark protection, our team discovered there had been previous attempts to register their brand name in China – unrelated to the client. With our legal team in China, we were able to resolve this issue before their official market launch.

Brand Activation

We created an activation strategy for Hitschies in China, led by their designated brand ambassador in the Sinowei team. Chinese KOLs who specialise in snacking promoted Hitschies’ products to their audiences online. Hitschies products have been exhibited at a series of B2B trade fairs in key cities such as Chengdu, Jinan, Shenzhen, Beijing and Shanghai.


The reception of Hitschies’ in China has been, for many, love at first bite. As a result of our team communicating their high-quality production methods and unique textures, Hitschies are now selling into some of the country’s largest retailers and supermarkets. Online activity through live streaming, community group platforms and KOL’s have increased B2C sales.

Looking to contact the Sinowei team?

Whether you’re seeking to expand your brand in China, require expert guidance on navigating the market, or would like to learn more about our services, the Sinowei team is here to assist you.
Get in touch with us today for tailored solutions that drive success.

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