Across China, brightly decorated storefronts displaying Russian flags and matryoshka dolls have become an increasingly common sight. These shops offer neatly lined shelves of vodka, honey, chocolate, and milk powder, all claiming to be “Made in Russia.” But as thousands of such stores open nationwide, scrutiny over product authenticity and origin is intensifying.
A Trend Rooted in Geopolitics and Trade
The explosion of Russian-themed retail in China follows a sharp geopolitical shift triggered by Russia’s 2022 invasion of Ukraine.
As Western sanctions limited Moscow’s global trade access, China emerged as Russia’s most significant economic partner, with bilateral trade hitting record highs.
While energy commodities such as oil and coal dominate imports, a parallel market for Russian food and consumer goods has grown rapidly.
The trend began with the viral success of the “Russian State Pavilion,” an e-commerce store endorsed by the Russian embassy in China just days after the Ukraine invasion began.
In three days, Chinese shoppers spent nearly 6 million yuan (approximately $826,000) on Russian goods, reports CNN.
Since then, the market has expanded into physical stores nationwide, attracting consumers with promises of exotic and high-quality products.
Rapid Retail Expansion and Government Partnerships
According to Chinese business records, over 2,500 new companies have been registered for trading Russian goods since 2022, nearly half in the past year.
Though many of these are based in Heilongjiang, China’s northeastern province bordering Russia, the trend has since spread to Beijing, Shanghai, and smaller cities like Pingliang in Gansu province.
In Pingliang, a 20-year-old entrepreneur named Su has opened three stores since September 2024. While her shops also sell goods from Sri Lanka and Australia, she notes that Russian products are far more popular.
“I think Russian products are a better fit for the local taste,” she said.
These efforts are now being supported at the state level. The Russian Export Center, a state-owned development institute, has organized fairs in cities like Shenyang, Dalian, and Chengdu, where over 150 companies sold $2.3 million worth of products.
The center has also authorized eight official “Russian State Pavilion” stores and plans to launch up to 300 official outlets across China in 2025.
Mounting Scrutiny Over Fake Goods and Labeling
As the Russian goods craze grows, so do concerns about misleading practices. Multiple investigations have revealed that many products marketed as Russian are in fact manufactured in China, sometimes even in Malaysia.
A state-affiliated Jiemian News report found that goods like bread, sausages, and milk powder were being produced in northeastern Chinese factories and falsely labeled as imports.
Public backlash erupted across platforms like Douyin (China’s TikTok), where Russian influencers living in China posted videos exposing the fakes. “There’s absolutely nothing like this in Russia,” one said while holding a sausage in a Shanghai store.
The Russian embassy in China has warned consumers about counterfeit goods, stating that these often do not meet quality standards and misuse Russian-language packaging.
Following widespread complaints, Shanghai regulators launched inspections of 47 stores, accusing seven of falsely advertising themselves as official state pavilions. Some were fined, others were ordered to close, and many were forced to clarify the true origins of their merchandise.
Authentic vs. Counterfeit: How to Tell the Difference
As confusion over product authenticity persists, the Russian Export Center has urged consumers to look for a dove-shaped “Made in Russia” label, indicating genuine Russian origin.
At this year’s Made in Russia Festival in Shenyang, the center’s Director General Veronika Nikishina emphasized the importance of transparent labeling, expressing hope that Chinese customers would be able to buy “authentic, high-quality Russian-made products.”
Despite ongoing controversies, demand for Russian-branded goods remains high, and more stores—both official and unofficial—continue to open across the country.
