When Harry met Gloria via WeChat

19 Aug 2019

Austrade’s digital marketing platform helps Australia’s iconic food and beverage brands team up in China.

Well-known Sydney institution Harry’s Cafe de Wheels established its first China outlet in high-tech hotspot Shenzhen in 2018.

Gloria Jean’s Coffees has also been challenging Guangdong’s tea drinkers to try something different in Foshan, another major municipality, since early 2018.

Both brands were brought to the market by young visionary entrepreneurs following time studying and living in Australia.

The Cafe’s signature "Tiger Pie" named after its founder Harry “Tiger” Edwards is now not only available to Shenzhen’s hungry lunchtime crowds, but thanks to Austrade’s digital marketing efforts also added to the menu of Gloria Jean’s Foshan cafe.

Looking for products uniquely Australian, Gloria Jean’s owner read our WeChat article on the establishment of Harry’s pie cart in Shenzhen and “pie and peas culture” and contacted Austrade to be introduced.

A few short weeks later, Harry’s range of gourmet and uniquely Australian culinary delights have increased their distribution to another thriving market building brand for both entities and spreading aussie flavour and culture.

Austrade in China publishes over 350 articles per year through its official subscriber accounts on WeChat and Weibo focused on building knowledge of Australia’s high quality products and services, scientific innovation, industry information and business opportunities.

Our WeChat Mini-Program also assists Australian companies to profile their brand and engage with Chinese organisations looking to do business with Australia.

Want to learn more about how Austrade can assist your marketing and communications efforts in China, please contact marketing.china@austrade.gov.au