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A new "Russian National Pavilion" recently opened in a shopping center near Beijing's South Third Ring Road, occupying 1,000 square meters and prominently displaying banners with slogans like “Battle Nation, Hardcore Goods.” Despite its somewhat remote location, the store has already attracted curious visitors, drawn by the promise of “authentic Russian goods.”
This outlet is just one of 16 similar stores nationwide, with branches in cities like Harbin, Xi’an, Guangzhou, and Nanjing. Operated by regional companies under the brand "Russian Bear International Trade," these stores market themselves as purveyors of genuine Russian products, including chocolates, sausages, bread, and vodka. However, a closer look reveals that many of these so-called "Russian goods" are actually made in China, raising questions about their authenticity.
The rise of Russian-themed stores is fueled by savvy marketing strategies. On social media platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok), influencers promote these shops, emphasizing their Russian origins. Visitors often discover these outlets through social media ads or recommendations from local internet celebrities.
“I saw this store on Xiaohongshu and decided to visit out of curiosity,” said one shopper at the Beijing branch.
The rapid expansion of these stores has been remarkable. Beyond major cities, they’ve begun appearing in smaller markets like Jingzhou in Hubei and Quanzhou in Fujian, targeting a wider audience. Many operate on a franchise model, where location plays a crucial role. According to one Beijing franchise operator, the company does not charge franchise fees but requires stores to be located in high-footfall areas to ensure profitability.
While these stores claim to sell imported goods, many items are domestically produced and merely marketed as “Russian style.” Popular products like rye bread, sausages, and milk powder often have labels showing Chinese manufacturers, especially from Heilongjiang province. For instance, a brand of black rye bread labeled “Russian-style” is produced by a company in Suifenhe, Heilongjiang, and adheres to Chinese food safety standards (GB/T 20981).
Critics have pointed out the disconnect between marketing and reality. “True Russians may have never even seen these products,” said Li Jia, a long-time foreign trade agent.
Netizens have also shared mixed views on the phenomenon. One Weibo user commented, “These so-called ‘Russian goods’ are mostly made in China. It's just clever branding to attract consumers.”
Despite these revelations, many customers remain enthusiastic. Reviews on Xiaohongshu and Douyin feature photos of shoppers excitedly showcasing their purchases, such as vodka, chocolates, and Russian dolls.
These stores boast impressive profit margins. According to a self-identified co-founder of the Russian Bear brand, a 160-square-meter store in Changsha achieved RMB 100,000 in revenue within its first three days of operation, with a gross margin exceeding 50%. Franchisees reportedly need an initial investment of RMB 400,000–500,000 to open a small store, which could yield annual profits of over RMB 900,000.
However, some items have raised red flags. For example, a company selling "Katya Beef Sausages" faced penalties in January for producing products that failed to meet food safety standards. Similarly, some milk powder labeled as imported from Russia was found to be manufactured in China using domestic and imported ingredients.
“This practice of exporting bulk powder to Russia and re-importing it as ‘Russian milk powder’ is technically legal but misleading,” said a dairy industry insider.
The emergence of these stores has sparked lively debate online. Many netizens view them as a marketing gimmick.
One commenter said, “The branding is so effective that people believe they're buying exotic imports, but most of these products are just Chinese-made with a ‘Russian’ label.”
Another joked, “Even Russian matryoshka dolls are made in China. Why not just buy them on Alibaba?”
Still, some praised the stores for their creativity in catering to consumer interest. “It doesn’t matter where the products are made. As long as they taste good, people will keep buying,” argued one Douyin user.
While the Russian-themed food stores are booming, their sustainability is uncertain. Some outlets in Beijing, such as one near Lize Bridge, have closed just a month after opening. Temporary setups in malls and outdoor locations also suggest a lack of permanence.
Experts believe the craze might be short-lived. “This is another wave of ‘intelligence tax,’ collecting money from curious consumers,” said Li Jia. “People will eventually realize the gap between what’s advertised and what they’re actually buying.”
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