Across China, a new trend has taken hold: stores selling goods purportedly from Russia. Brightly decorated storefronts, adorned with Russian flags and iconic matryoshka dolls, are becoming an increasingly common sight. The shelves of these stores are stocked with products such as vodka, honey, chocolate, and milk powder, all proudly branded as “Made in Russia.” Yet, as this retail phenomenon expands, questions have emerged over the authenticity of these products, with many investigations revealing that some may not be from Russia at all.
Geopolitical Shifts Fuel the Surge in Russian-Themed Retail
The explosion of Russian-branded goods in China is rooted in the shift in geopolitical alliances that followed Russia’s 2022 invasion of Ukraine. As Western sanctions limited Russia’s access to global markets, China quickly emerged as Russia’s most important economic partner, with bilateral trade between the two nations reaching record highs.
While energy commodities like oil and coal dominate this new trade, Russian food and consumer goods have gained considerable traction in China. The growth of these goods began with the rise of the “Russian State Pavilion,” an e-commerce store launched by the Russian embassy in China just days after the invasion. Within three days, Chinese consumers spent nearly 6 million yuan (roughly $826,000) on Russian goods, according to CNN. This sparked a trend that quickly spread across the country, with physical stores now selling Russian-branded products to an eager market.
Graphic: Rosa de Acosta, CNN
Retail Expansion: The Rise of Russian-Themed Stores
The rapid expansion of stores selling Russian goods across China is undeniable. Since 2022, over 2,500 companies have been registered to sell Russian products, with nearly half of them emerging in the past year. While many of these businesses are located in Heilongjiang, China’s northeastern province bordering Russia, the trend has since spread to larger cities such as Beijing and Shanghai, as well as smaller locations like Pingliang in Gansu province.
In Pingliang, a 20-year-old entrepreneur named Su has opened three stores selling not only Russian goods but also items from Sri Lanka and Australia. However, she notes that Russian products are by far the most popular. “I think Russian products are a better fit for the local taste,” Su remarked.
This growth has been further supported by government initiatives. The Russian Export Center, a state-owned development organization, has been actively involved in promoting these products. The center has organized trade fairs in cities like Shenyang, Dalian, and Chengdu, where more than 150 companies sold $2.3 million worth of goods. Additionally, the Russian Export Center has authorized eight official “Russian State Pavilion” stores and plans to open as many as 300 outlets across China by 2025.
Concerns Over Misleading Labels and Counterfeit Products
As the number of stores selling Russian goods grows, so do concerns about the authenticity of these products. Multiple investigations have revealed that many of the items marketed as Russian-made are actually manufactured in China, sometimes even in Malaysia. A report from Jiemian News, a state-affiliated publication, revealed that goods such as bread, sausages, and milk powder were being produced in northeastern Chinese factories and falsely labeled as Russian imports.
The backlash against these misleading practices has been swift. Influencers, including Russian expatriates in China, have posted videos exposing the counterfeit goods. One influencer, holding a sausage in a Shanghai store, remarked, “There’s absolutely nothing like this in Russia.” These revelations have prompted a response from both the Russian embassy and Chinese regulators.
The Russian embassy has warned consumers that counterfeit products may not meet quality standards and that many goods misuse Russian-language packaging. In response to growing complaints, Shanghai regulators launched inspections of 47 stores. Seven of these stores were accused of falsely advertising themselves as official state pavilions. Some were fined, while others were forced to close or clarify the origins of their merchandise.
Efforts to Ensure Authenticity
Amid the growing confusion, the Russian Export Center has provided guidance to help consumers identify genuine Russian products. The center recommends that consumers look for a special ‘Made in Russia‘ label featuring a dove symbol as an indication of authentic goods.
Veronika Nikishina, the Director General of the Russian Export Center, emphasized the importance of transparent labeling at the Made in Russia Festival in Shenyang, stating that consumers should be able to purchase “authentic, high-quality Russian-made products.”
Despite the concerns surrounding counterfeit goods, demand for Russian-branded products remains high. New stores continue to open, both official and unofficial, fueling a market that shows little sign of slowing down.
