Legacy brands made in East China's Shanghai are making increasing inroads into international markets - expanding their footprint across the globe through a steady growth in export destinations and sales.

A recent example of the trend was the arrival of a substantial shipment of 2.52 tons of Bright Ice Cream, also known as Guangming Ice Cream, in the United Kingdom.

This marked the seventh country this year to receive products from this time-honored brand. In a testament to its growing global presence, the local Fengxian Customs office oversaw 130 export batches of the brand's cold treats in the first half of 2024, worth $630,000, according to customs office statistics.

Bright Ice Cream, a subsidiary of Shanghai Yimin Food Factory Co Ltd, has been expanding its reach through exporting ice cream products. By infusing innovation into classic flavors such as saline popsicles, doll-shaped ice creams, lime and apricot options and coconut-flavored bricks, Bright Ice Cream has carved out lucrative markets in North America, Europe, Southeast Asia and Oceania – delighting consumers across continents with its diverse and tasty range.

In a supportive partnership, Fengxian Customs is said to have played a crucial role in facilitating the company's global ambitions by introducing fast-track compliance with import regulations.

Through round-the-clock inspections and certification services, the customs authority has streamlined production-to-export administrative processes, minimized delays and addressed frozen storage concerns – enabling a smooth and efficient export operation for the brand.

Beyond the success of Bright Ice Cream, another iconic Shanghai brand – the Shanghai Hanchen Watch Industry Group – has embarked on its own international journey.

With the recent shipment of 125 Shanghai and Seagull brand watches, the company's first foray into exports has signaled its entry into the global market.

Benefiting from comprehensive guidance provided by Huangpu Customs on registration filing procedures, intellectual property registration and export tax rebates, the watch manufacturer swiftly completed its exports within a month.

Buoyed by the achievement, the company has set its sights on exporting watches worth 6 million yuan to Hong Kong and BRICS nations, demonstrating a commitment to further expanding its global presence.

Elsewhere, Shanghai Maling, a listed subsidiary of Bright Food (Group) Co, is a popular food brand in Shanghai that is highly regarded for its meat products, such as luncheon meat.

The brand recently resumed its exports of luncheon meat to Canada after a gap of four years. The company's canned food is already available in Japan, Singapore and Australia.

What's more, the brand's year-on-year export growth has topped 30 percent so far this year, according to the company.

Source: Jiefang Daily