A star of badminton from Denmark has become the marketing face of a leading Chinese seafood importer and distributor.
The face of Mathias Christiansen, ranked No. 22 in badminton, appeared on packages of seafood sold by leading Chinese seafood distributor Qingdao-based Bei Yang Jia Mei Seafood Products in the run-up to Chinese New Year on 16 February.
The company chose a star from the sport of badminton due to its popularity in China. Badminton nets set up in parks and office car parks are a frequent sight in Chinese cities. At the professional level, it is dominated by Chinese players.
Some of the company’s hottest sellers leading into the holiday included Greenland flounder (selling for CNY 145 [USD 22.85, EUR 18.41] per 500 grams), Dutch sole (CNY 40 [USD 6.30, EUR 5.08] per 500 grams) and ribbonfish (CNY 30 [USD 4.73, EUR 3.81] per 500 grams).
Under its “Seamix” brand, the company was also selling cold-water Canadian shrimp at CNY 38 (USD 5.99, EUR 4.83) per 500 grams. “silver cod” from New Zealand at CNY 208 (USD 32.77, EUR 26.41) per 500 grams, and skin-on salmon steaks for CNY 68 (USD 10.73, EUR 8.64) per 500 grams at JD.com.
Bei Yang Jia Mei made the announcement of the endorsement deal with Christiansen at its gala “appreciation” banquet for suppliers and media recently.
