Wuhan King Crab Festival: HI-COM boosts the visibility of King Crab in China

On November 24, HI-COM participated in the launch of the Russian King Crab Festival at Wuhan International Airport. This event marked a new milestone in the promotion of king crab in China and confirmed Wuhan’s strategic role as a hub for premium fresh produce.

An official launch at the heart of Wuhan Airport

The opening ceremony was held at 9:30 a.m. in the Wuhan Tianhe Airport terminal. It brought together representatives from the municipal government, the Bureau of Culture and Tourism, the airport group, and more than thirty local catering companies.

During the event, guests were able to sample two signature recipes based on king crab and snow crab, created in collaboration with Chef Babel. The feedback was very positive. The chefs in attendance highlighted the quality of the product and its potential in Chinese cuisine.

A new air route for Russian King Crab

A key moment of the festival was the announcement of a new cargo route between Russia and Wuhan. Thanks to this route, king crab can be transported from Russia to China in just a few hours.

Wuhan will thus become a major logistics hub for the distribution of king crab throughout the country. The city is thereby strengthening its role as a platform for international fresh produce, alongside other premium products such as Norwegian salmon and New Zealand abalone.

An influence strategy driven by KOLs and media

To maximize the event’s impact, HI-COM implemented an influencer and media relations strategy. The goal was simple: to make the festival a talking point far beyond the airport.

Coverage by the mainstream media

Leading local media outlets covered the event, including:

• Changjiang Daily, with an article published on WeChat, generating several thousand views and interactions;
• Huangpi Integrated Media, which conducted interviews and video reports on site.

This media coverage lent considerable credibility to the project and raised the profile of Russian king crab among the general public.

Activation of local KOLs

At the same time, HI-COM invited several KOLs (Key Opinion Leaders, such as 潘俊玮 Pantel — 1.7 million followers) to cover the event on Chinese social media. Thanks to their content, the campaign generated more than 360,000 cumulative impressions.

The KOLs shared videos, stories, and culinary reviews via various platforms (Douyin – TikTok, WeChat, etc.), positioning king crab as a trendy, high-end product worthy of interest for Chinese foodies.

HI-COM’s key role in promoting King Crab

Beyond simple organization, HI-COM played a central role in defining and implementing the marketing strategy for King Crab in Wuhan. Our mission was to connect the product, the location, the partners, and the audience in a coherent approach.

A 360° approach: events, branding and content

HI-COM took charge of:

• coordination with local authorities and partners;
• designing the event and pop-up tasting;
• selecting and activating KOLs;
• managing media and interviews on site;
• creating content that could be used after the event.

Every moment was designed as an opportunity for branding and storytelling, with the aim of establishing Russian king crab in the Chinese gastronomic world.

A lever for international brands in China

This festival demonstrates how a foreign brand or product can gain visibility in China through a tailored strategy. By combining events, influencers, media, and logistics, HI-COM helps its clients enter the Chinese market in a structured way.

For international producers and brands, this type of initiative makes it possible to:

• Test market acceptance in strategic locations such as Wuhan;
• Build relationships with local chefs, restaurateurs, and distributors;
• Build a premium and distinctive image;
• Generate leads for future collaborations.

HI-COM: your partner for developing your visibility in China

The Wuhan event illustrates HI-COM‘s ability to support foreign brands in a complex market that is nonetheless full of opportunities. Thanks to our experience in  digital marketing, influence, location, and cross-cultural communication, we help companies structure their presence in China.

If you are an international producer or brand and want to promote your products in China, HI-COM can support you every step of the way: from strategy to execution.

Contact us today to discuss your project and find out how we can help you promote your brand in the Chinese market