China’s billionaires have picked up a taste for expensive first growth Bordeaux and aged whisky. Fuling Zhacai Group is hoping to add high-priced mustard to the local wish-list. According to the Qianjiang Evening News, the company is charging Rmb2,200 for a 600 gram packet of super-premium Chenxiang Mustard. The company says the delicacy is produced using an ancient Sichuanese method: the tuber is naturally dehydrated by the wind and, after being salted and pressed, is put into jars that are dropped to the bottom of the Wujiang River. There it stays for at least three years (the very best mustard is preserved for eight years).
Culinary masterpiece or commercial ploy? The newspaper reports that netizens are split. One responded with a post incorporating 200 mentions of the word “ridiculous”. Another praised Chenxiang as the “Louis Vuitton of mustards”.
Fuling Zhacai executives claim the product makes an excellent gift.
© ChinTell Ltd. All rights reserved.
Sponsored by HSBC.
The Week in China website and the weekly magazine publications are owned and maintained by ChinTell Limited, Hong Kong. Neither HSBC nor any member of the HSBC group of companies ("HSBC") endorses the contents and/or is involved in selecting, creating or editing the contents of the Week in China website or the Week in China magazine. The views expressed in these publications are solely the views of ChinTell Limited and do not necessarily reflect the views or investment ideas of HSBC. No responsibility will therefore be assumed by HSBC for the contents of these publications or for the errors or omissions therein.