Foong Li Mei
Oct 29, 2019

Making lemonade: how the ‘lemon capital’ of China built a billion-dollar brand

Overseas, it has to grapple with scepticism on Chinese produce. Within its home country, it has to contend with a small market. Foong Li Mei explores how Anyue played the cards it was dealt.

Dozens of workers pick and pack lemons. Source: Anyue Publicity Department

In Anyue, gold grows on trees. Well, kind of. The county, perched on the southeastern side of the Sichuan province in China, is the Middle Kingdom’s largest lemon producer. The Anyue Lemon brand is estimated to worth about 17.3 billion yuan US$2.4 billion, according to the China Brand Value Evaluation List in 2016.

Anyue’s reputation as the lemon capital’ of China began with a bit of a fluke, says Tian Zaize, director of...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservice@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5222
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
NZ charity campaign finds powerful metaphor for childhood poverty
Premium
48 minutes ago

NZ charity campaign finds powerful metaphor for ...

Heartless machines shunt one in four infants toward a cruel fate in a campaign for New Zealand charity Spend My Super by Contagion.

Premium
Singapore telemedicine provider launches COVID-19-themed campaign
Premium
4 hours ago

Singapore telemedicine provider launches COVID-19-th...

Tay Guan Hin leads a band of creatives in creating a social-media campaign about how fear can exceed the actual danger.

Premium
Is Facebook coping with the ‘steady wave’ of COVID-19 misinformation?
Premium
4 hours ago

Is Facebook coping with the ‘steady wave’ of ...

The COVID-19 crisis is galvanising Facebook's anti-fake news measures, and exposing shortcomings in its system.

Premium
In-app video spend more than doubles in APAC: Pubmatic
Premium
4 hours ago

In-app video spend more than doubles in APAC: Pubmatic

Ad spend on in-app video is shooting up, but despite the growth of short-form video apps, long-form viewing on mobile is dominant.