What is it all about?

This project will deliver the international cherries launch event program across Hong Kong, Taiwan, Singapore and Vietnam for the 2026/27 season. The program aims to build seasonal visibility and trade momentum for Australian cherries at the beginning of the season and ahead of key buying periods, including Lunar New Year and Tết.  

Hong Kong, Taiwan, Singapore and Vietnam are priority markets for Australian cherries, combining strong demand for imported fruit, premium gifting occasions and influential trade channels. Australian cherries compete in premium fruit categories where product quality, freshness, seasonal relevance and handling confidence need to be clearly communicated to both trade and consumer audiences. The program will support this through a series of market-specific launch events featuring trade networking, product tasting, media engagement and post-event follow-up activities.  

Intended outcomes include stronger trade engagement and confidence in Australian cherries, increased consumer-facing visibility through media and key opinion leader activity, and stronger positioning of Australian cherries as a premium, fresh, seasonal and giftable fruit for Christmas, Lunar New Year and Tết. The project also aims to provide reporting and market insights to support future export-market planning and industry decision-making.