Tastes of Two Worlds – China’s Food Sector from a kiwi entrepreneur’s perspective

What does it take to build a food brand in one of the world’s fastest-changing markets? What food trends are shaping Chinese consumer choices in 2025? How are consumers responding to sustainability when it comes to food? And do Kiwi exporters need to keep up with “China speed”?

In this episode, Kiwi entrepreneur Christiana Zhu 朱佳慧 talks to the Council’s Summer Xia about her journey as Founder-CEO of Marvelous Foods—the company behind Yeyo, China’s first dairy-free coconut yogurt—along with insights from her other diverse experiences in and with China.

Whether you’re curious about the China market, passionate about sustainability, or love a good founder story, this episode is packed with insights worth exploring.

Timestamps

01:41	Why China? A convergence of personal journey and global pull factors
09:55	From idea to execution – Christiana and Yeyo’s early steps
15:10	Key moments for Yeyo in scaling up in the China market
19:33	How do you build a food brand for Chinese consumers?
23:25	Chinese consumers’ perspectives on sustainability in food
28:30	What does “China Speed” mean for Kiwi exporters?
35:15	Is China a “has-been market” for New Zealand businesses?
42:55	Similarities and differences – Kiwi and Chinese mindsets in business
45:51	Teaming up with like-minded people matters when starting your China journey
47:21	What’s hot in China’s food scene in 2025? Kiwifruit-flavoured coffee?