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Customs officials inspect JIaxing zongzi. [Photo/jiaxingren.com]

In the bustling Wufangzhai Industrial Park, Jiaxing's famed zongzi — a traditional Chinese rice dumpling — is being prepared for its international journey.

The export season of zongzi peaks from March to May every year. This year, Wufangzhai has exported 17.5 metric tons of the snack, totaling more than 2.3 million pieces valued at 5.4 million yuan ($745,454), an 18.5-percent increase from the previous year. North America and Australia are the main markets, enjoying over 30 types of zongzi.

Quality is paramount, as Jiaxing Customs' Xu Jie notes, with rigorous checks on ingredients and cooking processes ensuring that consumers worldwide receive authentic and safe zongzi. This commitment to excellence has led to Wufangzhai's return to the Japanese market after a decade of absence, bolstered by the release of the Regional Standard for Cooked Rice Wrapped in Plant Leaves (Zongzi), an Asian standard for zongzi food codex.

Yao Guoliang, manager of Wufangzhai's import and export department, highlighted the standard's role in elevating Chinese food standards to international levels, aiding in overcoming trade barriers.

Jiaxing Customs and Wufangzhai are working together to ensure compliance with international regulations, enhancing the global influence of Jiaxing zongzi.

Wufangzhai is not just exporting products but also promoting its brand. This year, the company's focus is on ASEAN, especially Singapore, leveraging its Chinese-majority population and status as an economic center to boost brand recognition and break into new markets.