Austrade media release

Thursday, 3 July 2008

The 'Australia' brand is taking flight in China and driving exports to a growing middle class, according to Austrade’s Senior Trade Commissioner in Shanghai, Christopher Wright.

“There has been extraordinary growth in the number of Australian exports being sent to China. Last year more than 4000 companies exported to China and the total in terms of trade has been growing at 20 per cent per annum over the last five to six years,” he said.

“China's middle class weighs in at about 50 million. That's two and a half times the population of Australia. It's growing towards an aspect of around 150 million over the next 10 years. That's a very big group of people who are beginning to exhibit consumerist behaviour.”

Mr Wright said there is a growing collection of Australian restaurateurs in Shanghai and highlighted the standout 5-star restaurant, Laris, on the Bund, as an example.

Australian-born, chef and restaurateur, David Laris, moved to Shanghai in 2003 and works the Australian brand to his advantage.  

He established fine dining restaurant Laris in Shanghai and is building on his restaurant success by establishing a lifestyle /F&B consulting company 'David Laris Creates'.

“The Asian market is all about brand,” Mr Laris said. “Shanghai is becoming more sophisticated and people are looking for high-end brands that speak more about the individual rather than a mass market,” he said.

“I arrived in China at exactly the right time and back then approached things with naïve ambition. I was confident about what I was out to achieve and that's what it was all about,” Mr Laris said.

“People trust me here and trust the brand. Laris is not cheap but we give good value and have the best oysters in town.  The restaurant brings certain things to the table and a sense of style,” he said.

Mr Laris has worked alongside industry masters such as Terence Conran and done a TV show with Gordon Ramsay.

“There is definitely that celebrity chef thing which is a phenomena. Ten years ago only a few guys were breaking through on the commercial side of being a chef.  Back then, being a chef wasn't exactly seen as sexy. But now there is the brand behind the man. We are now in the era of the personal brand and I have ambitions for "David Laris Creates" to achieve global recognition,” Mr Laris said.

With more planned restaurants, TV shows and a book release in December, Mr Laris looks close to achieving his dream.

ENDS

Media contact

Caroline James
Mob: +61 413 481 579

For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au/mediacentre.