LONDON, UNITED KINGDOM – Wednesday, January 29th will mark the start of the Chinese New Year when the zodiac sign of 2024, the dragon, will make way for the snake. In 2025, we welcome the Year of the Wood Snake, the sixth animal in the Chinese zodiac cycle, a symbol of wisdom, intuition and transformation.
Chinese New Year or Lunar Year celebrations last for around 15 days, and U.S. rice, which remains a particular favorite among the Chinese community in the UK, is consumed in large quantities in a wide range of traditional Chinese dishes. USA Rice partners with three major U.S. rice brands in the UK, as well as several local influencers in the period leading up to and during Chinese New Year celebrations with a collection of outdoor billboards, print and digital media advertising, influencer posts, and targeted Instagram reels, all promoting U.S.-grown rice. For some Chinese New Year recipe inspirations please visit: @usariceintheuk and see our reels Instagram
“The Chinese sector is still one of the most important segments for U.S. rice sales in the UK, and festivals and events are an important part of that culture, which in turn allows USA Rice to participate and help increase awareness and sales for U.S. rice.” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa.“
The UK is the single largest U.S. rice market in Europe, importing on average 20,000 MT each year of long, medium, and short grain, as well as wild rice. Diverse market segments here, including Chinese, Afro-Caribbean, Japanese, and Korean, as well as the mainstream retail market are all consumers of different types of U.S. rice, creating opportunity for growth in all segments.