The Russian products boom in Shenzhen

Video by Lin Songtao

Since the end of last year, Russian-speaking expats living in Shenzhen have been able to buy popular Russian snacks at newly opened Russian supermarkets and sample delicacies at a popular Russian restaurant in Futian District.

As of today, Shenzhen is home to four Russian supermarkets. Three branches of Russian Products Fair (俄货集市) are located in Longhua, Bao’an, and Futian districts, while the Russian National Pavilion serves customers in Longgang.

Shenzhen Daily correspondent Marina Vilchinskaia has explored each of these supermarkets to bring readers an exclusive look at the best products, flavors, and cultural insights they have to offer.

Russian products at competitive prices

When Russian Products Fair — the first Russian supermarket in Shenzhen — opened last year in Longhua near the Hongshan Metro Station, it was a natural fit due to the presence of a sizable Russian expat community in the area. However, the subsequent opening of similar supermarkets in Bao’an, Futian, and Longgang reflects a growing demand for Russian products across the city.

The stores offer a uniquely Russian experience, with shelves stocked full of goods labeled in Russian, popular Russian songs playing softly in the background, and an overall atmosphere that feels authentically Russian — as though one has stepped into a Russian store filled with curious Chinese shoppers.

Elena Shabanova, business manager at the Russia-China Commercial and Industrial Park, discussed the localization success her team has had with Russian products in the Chinese market during a recent interview with Shenzhen Daily.

Shabanova explained that dark chocolate for adults, sweets for children, powdered milk, alcoholic beverages, and specially tailored pickled cucumbers with peppers are among the most popular Russian products in Shenzhen. “Of course, we are working to ensure that Russian products are as recognizable as possible,” she added.

Many shoppers who visit these Russian supermarkets are doing so for the first time. Gao Shuai, a Chinese customer who saw an ad for the Russian Products Fair in Bao’an District on Chinese social media platform Little Red Book, visited for the first time to explore Russian products like chocolate, ham, and sweets. Gao was pleased to be able to buy these items himself, saying, “Previously, I had only tried chocolate that my colleague had brought back from a business trip to Russia.”

A Chinese shopper who was identified as Lynn, who also visited the supermarket in Pingzhou for the first time, decided to buy ham sausage, multigrain bread, cookies, oatmeal, and Russian hair shampoo. Like Gao, she appreciated the affordable prices. Lynn also commented on the sweets, noting, “The chocolate is not too sweet for me.”

Russians living in the city are very happy that they can easily enjoy the tastes of home. Russian expat Mikhail Neliubin spoke positively about the Russian supermarket in Pingzhou. “The idea of Russian supermarkets is excellent! The prices are very reasonable, and I can buy any chocolate bar like 'Alenka' for only 9.90 yuan (US$1.41)!”

Olga, another Russian customer, desperately missed Russian products. Since the store in Lonhua opened, she has found salvation and can now buy Georgian wine, chocolate, oatmeal, crisp bread, and pickled cucumbers and tomatoes there.

Olga, like Mikhail, would love to see higher-quality products, especially dairy and sausage. "It’s great to have a Russian supermarket in Shenzhen because when you’re far from home and miss familiar things, entering the store gives you comfort and a sense of something very dear,” Olga shared.

The supermarket has also piqued the interest of non-Russian expats. Italian resident Aurora Giacovazzo, who lives near the Hongshan Metro Station in Longhua, visited a Russian supermarket for the first time and bought canned tuna.

“It reminds me of the canned fish from Italy,” she said. Giacovazzo, who doesn’t read Chinese or Russian, chooses most products based on the pictures on labels since most only have Russian or Chinese labels.

Russian pavilion

While Shenzhen’s first three Russian supermarkets are Russian Products Fair chain stores, the fourth is called Russian National Pavilion. The second such store in China, it was opened by the Russia-China Commercial and Industrial Park.

Egor Konovalenko, general director of Chinese company OOO Siberian Snow Bear, stated, “We opened last year to support Russian companies entering China, the most promising and fast-growing market.” OOO Siberian Snow Bear belongs to the Russia-China Commercial and Industrial Park, which is a bonded area.

Remarking on the future of the Russia-China Commercial and Industrial Park, Elena Borisovna Shumilova, a Senator of the Government of the Russian Federation, said, “In two years, 500 stores featuring Russian brands will be opened. Shenzhen is a dynamic and young city with a modern and young consumer base.”

The recent rise in popularity of Russian products among Shenzhen’s residents is not a surprise considering the localization strategies that Russian supermarkets have used to tailor products to the tastes of Chinese people and effective promotion on popular Chinese social media platforms like Little Red Book.

Russian restaurant

For those who don’t like to shop or cook, look no further than the Russian Kitchen (俄士厨房) restaurant, which opened in Futian at the end of last year. The local Russian community is learning about the restaurant through word of mouth, though it has not yet gained significant popularity among Russians.

Polina Lukianova, a Russian expat who visited the restaurant last week with her friends, noted the cozy, Russian-style interior. Irina Nagaevskaia loved the colorful decor and well-designed menu. She ordered mashed potatoes, salad, cheese flatbread, and birch juice. “It’s always nice to see Russian restaurants here, as now there’s an opportunity to order Russian dishes instead of cooking them at home,” she said.

However, just like the supermarkets, Chinese residents are the restaurant’s main customers.

Russian supermarkets are popular among Shenzhen residents. Photos by Liu Xudong except otherwise stated

Shoppers browse Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on its opening day, Aug. 24. Lin Songtao

A wide range of Russian products are now available at local markets. Lin Songtao

A wide range of Russian products are now available at local markets. Lin Songtao

Shoppers browse Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on its opening day, Aug. 24. Lin Songtao

Shoppers select Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on its opening day, Aug. 24. Lin Songtao

Russian Olympic figure skating champion Anna Shcherbakova interacts with a young Shenzhen resident during an event organized by the Russian National Pavilion at the Longgang Wanda Plaza on Saturday. 

Russian supermarkets are popular among Shenzhen residents.

Shoppers select Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on its opening day, Aug. 24. 

Shoppers browse Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on its opening day, Aug. 24. Lin Songtao

A wide range of Russian products are now available at local markets. Lin Songtao

Visitors take interest in Russian products at the Russian National Pavilion in the Longgang Wanda Plaza on Aug. 24. Lin Songtao

Marina Viichinskaia eats in the Russian Kitchen restaurant. Lin Songtao