Zhongjie Bingdian Debuts at the China International Consumer Goods Expo with Its Star Products, Drawing Global Attention to This Time-Honored National Brand!

On July 26, 2022, the 2022 China International Consumer Goods Expo (hereinafter referred to as the “CICG Expo”), themed “Sharing Opportunities from Openness, Co-Creating a Better Life,” was grandly inaugurated in Haikou, Hainan Province. The CICG Expo brings together high-end, premium consumer goods from around the world, serving as a vital platform for the global display and trade of international luxury consumer products. As a time-honored Chinese brand with a rich historical and cultural heritage, Zhongjie Bingdian showcased its flagship product lines—including Zhongjie Daguo, Guofeng Nuomi Ci, and Zhongjie Miaoxiang—at this year’s expo. Adhering to the theme “Freshness and Health by Your Side” and putting consumer needs at the forefront, the company highlighted the renewed vitality of this venerable brand, offering consumers a fresh and innovative ice-cream experience.

As a flagship product line of Zhongjie Daguó with more than 70 years of heritage and cultural endorsement, its traditional handcraft techniques have long been recognized as an Intangible Cultural Heritage, truly embodying the authentic, savourable essence of this living cultural legacy. To better meet contemporary consumer demands, the Zhongjie Daguó series has undergone continuous innovation and upgrading in recent years, meticulously selecting premium ingredients and seamlessly integrating them with time-honoured artisanal methods. Superior raw materials deliver exceptional taste, while infusing the brand with the cultural memory and intrinsic value of this intangible heritage.

The Zhongjie Bingdian Chinese-Style Glutinous Rice Balls series upholds exquisite craftsmanship and unparalleled taste, evoking cherished memories of time-honored flavors and embodying the cultural symbols of regional specialties. In today’s evolving ice-dessert consumption landscape, it has become a trendsetter, driving the upgrade of the glutinous rice ball category. By seamlessly blending tropical fruit flavors with traditional Chinese cuisine and leveraging innovative production techniques, these treats deliver a delightfully chewy, stretchy texture and an intense, fragrant fruit aroma—each bite of mango leaves an unforgettable aftertaste. With a distinctly Chinese aesthetic that incorporates rich cultural motifs and Eastern design elements, the Chinese-Style Glutinous Rice Balls series has won the hearts of a broad base of young consumers.

As a classic product of Zhongjie Ice Cream, the Old Zhongjie Popsicle has long been an essential summer treat in countless households, accompanying generations through their childhood and fostering shared memories while being passed down from one era to the next. In 2022, the Old Popsicle line was enhanced with added health benefits, introducing two new varieties: Zero-Sugar Popsicle and Zero-Sugar Red Bean Popsicle—both free of added sucrose and gluten-free—while preserving the pure, unadulterated flavor that evokes the taste of summer from our childhood.