The value of authenticity

Just a few weeks ago, Yang Longchuan, director general of Beijing North Star Technology Co., Ltd., operator of the Cuban Pavilion of Excellence in China, highlighted the gradual success of sales of Cuban products through the JD e-commerce platform, one of the most widely used in the Asian country. 

Since its official launch three years ago, more than 50,000 typical products from the island have been sold, with a 4.9-star rating and 34,000 followers, which led to the award “Most Popular on JD” and the “Cuba Origin Award,” according to data provided by the executive.

“As a foreign trade company that has collaborated with Cuba for more than 20 years, every time we taste its natural foods and supplements, we always think of sharing them with our compatriots in China,” Longchuan added.

Products such as rum, coffee, honey, jams and other foods, in addition to supplements and cosmetics, have been present at fairs, the China International Import Expo (CIIE), the Consumer Goods Fair (CGE) and other specialized events.

The resumption in 2024 of direct flights between the two nations creates another bridge to bring Chinese citizens even closer to these and other authentic and traditional products from the Caribbean country.

Cuban cigars in the Chinese market

Such is the case of Cuban cigars. According to data provided at the latest edition of the Habano Festival by the Vice President of Development of Habanos S.A., Spaniard José María López, China has become the largest market in value of luxury cigars, by cornering 24% of all sales of the mixed-capital corporation.

“In recent years, it has been consolidating its position as the world’s leading market in terms of value, and in 2024 it will also be the second largest market in terms of cigar consumption, that is, in terms of the volume of tobacco sold,” he noted.

However, enjoying a cigar in Cuba, accompanied by a good rum, takes on more value when surrounded by an interesting history and having the opportunity to witness the entire process of handmade production.

That’s why, with a special interest in this market, Marketing Enterprise Caracol S.A. and the Casa del Habano at the Habana Libre Tryp Hotel have been organizing the “Asia-Havana” event for the past three years. A varied program offers the sale of unique pieces, lectures, fashion shows, art exhibits, presentations, smoking and cocktail competitions, tours to cigar factories and much more.

This year, from October 6 to 10, Cuba’s youngest and largest Casa del Habano will once again deck out its smoking lounge, bar, VIP lounge, walk-in humidor and locked humidor to offer tastings of rums, liqueurs and a hand-rolled tobacco service, experiences that seek to bring Chinese travelers closer to Cuba’s unique products.