An intriguing development has been taking place in China lately. Trade tensions between Beijing and the West have opened up new opportunities for Russian farmers. While Western countries like Spain have been profiting from exporting pork to China in the past, Russia has emerged as an unexpected competitor in this market.
However, Chinese people seem attracted to more than just Russian pork.
Russian goods stores in China. In recent years, Russian goods stores in cities across China have been on the rise, generating significant interest among consumers. These stores are easily recognizable, featuring signs in Cyrillic, traditional Russian songs such as Kalinka and Katyusha, and displays of iconic items like matryoshka dolls. They offer a variety of products ranging from sausages and chocolates to honey, vodka, and even durian-flavored candy.
With slogans like “hardcore products” and a blue-and-white aesthetic, Russian stores aim to evoke the essence of Moscow. However, many of them may have more Chinese influences than they initially appear.
Data. The recent economic boom in trade between China and Russia is closely tied to Western sanctions imposed on Moscow following its invasion of Ukraine. These sanctions have particularly affected Russian ranchers operating in China.
Additionally, bilateral trade between the two nations reached record levels in 2022 and 2023, with Chinese consumers eager to purchase Russian products as a display of solidarity. According to data from the Chinese company registry database Qichacha, as of January 2025, 3,555 registered companies in China were engaged in the trade of Russian goods. These include 696 new companies established in 2023 and 894 in 2024.
Not genuinely from Russia. This surge in trade has raised suspicions among consumers, leading to concerns about the authenticity of the products being offered. For instance, sausages can’t legally be imported from Russia, and durian isn’t typically found in Russian regions.
In response to these concerns, Chinese authorities have begun investigating Russian goods stores. In Fujian in South China, they reported a Russian market that promoted false health benefits and mislabeled domestic products as imported. In Beijing, similar stores were closed following inspections that required proof of the authenticity of their items.
On Jan. 9, Shanghai officials announced investigations into seven of the city’s 47 Russian-themed stores, accusing them of misleading customers about the origins of their products. Some of these stores have been shut down, while others face fines and are required to label items made in China clearly. In addition, Chinese outlet Jiemian News revealed that a significant portion of the food sold in the so-called “Russian State Houses,” which are unrelated to the Russian government, was actually locally produced.
Factors of interest. Several factors explain the initial success of Russian markets and goods stores in China. Consumers’ curiosity and their desire to explore “exotic” products certainly played a significant role. The geopolitical context was also influential. The war in Ukraine and rising tensions with the West prompted some Chinese consumers to view the purchase of Russian products as a form of political support.
Moreover, the increase in bilateral trade was facilitated by Russia’s exclusion from the SWIFT financial system in 2022, which forced the country to rely more heavily on the Chinese yuan. As a result, China became Russia’s main trading partner, absorbing products such as oil, gas, and food at reduced prices.
Is this trend sustainable? Some experts believe that the initial boom will be short-lived. The current demand for Russian products in China seems to be based on novelty and perceived scarcity. Several factors may contribute to a decline in popularity, including a loss of consumer interest, increased competition among stores, and doubts about the authenticity of products following investigations and regulatory pressure.
In response to growing skepticism, some stores in Shanghai have rebranded themselves as “Sino-Russia Mutual Trade Goods Stores” to reflect the origins of their products better. In Beijing, at least one store has closed because it was unable to provide documentation proving the authenticity of its imports.
Long-term outlook. While trade between China and Russia remains robust, experts expect that trade volume may stabilize at around $200 billion this year, which is lower than recent highs. In the longer term, changes in geopolitical relations–like a potential resolution to the conflict in Ukraine–could enable Russia to reestablish its trade ties with Europe and decrease its reliance on China. However, this scenario seems quite distant at the moment.
Overall, the thriving markets for Russian products in China illustrate how geopolitical dynamics can shape consumption habits, at least to some extent. However, the sustainability of this demand is highly uncertain, influenced by factors such as regulatory pressures, concerns over product authenticity, and the potential waning of consumer interest.
Image | Eric Prouzet
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