Wang Peng,Synear's vice-chairman.

This means that Jiaozi, Chinese dumplings with a history of more than 1,300 years, will be on the dinner tables of thousands of athletes, coaches and officials from across the globe during the Games.

Wang Peng, Synear's vice-chairman, said that the 43 per cent sales growth notched up by the firm in October was much higher than the previous month's 30 per cent, before the company launched its Olympic marketing.

"It is quite encouraging to see the soaring sales brought about by the Olympic effect. We will bring out a series of Olympic-related products in the near future," he added.

Actually, it has not been easy for Synear, a private firm whose annual profits are no more than the funds that some major companies provide to the Olympic movement, to win Olympic recognition.

Since fast-food giant McDonald is an Olympic Worldwide Partner, it is quite hard for other fast-food companies to join the Olympic marketing programme.

"After rounds of discussions, we decided to identify Jiaozi as a frozen dumpling food, avoiding competition with McDonald's," Wang said.

Yuan Bin, marketing director of the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), said it is well known that China has a long and rich culinary culture, adding that Synear is one of the nation's top-selling dumpling firms.

"As an exclusive supplier, Synear will showcase the charm and taste of Chinese food and bring some of the best of Chinese cuisine to friends from across the world," Yuan told a press conference that announced Synear's status as an exclusive supplier to BOCOG.

Japanese sushi became known throughout the world after the Tokyo Olympics in 1964, and Korean kimchi won recognition in Western countries after the 1988 Seoul Games.

Will Chinese Jiaozi win the same popularity as a result of the Beijing Olympics?

Wang and his colleagues at Synear certainly hope this will be the case.

The small dumplings with varied fillings are a must on dinner tables during holidays in northern China, especially during the Spring Festival. Since the shape of Jiaozi is similar to ancient Chinese gold or silver ingots, they symbolize wealth.

"In order to introduce the wonderful Chinese food of Jiaozi to the rest of the world, food safety is always the top priority," said Qin Peng, technical director of Synear, who previously worked for Cola-Cola.

Qin said Synear has established an advanced food safety test centre and that all ingredients must be inspected before entering the factory. There are 87 quality control employees at different spots along the plant's production lines.

"All of our Jiaozi must pass Olympic security checks," Qin said.

"Synear's effort to grow with the Beijing Olympic Games has only just started," Wang said. "Some Olympic ideas have been integrated into the company's business operation and are being carried out in our research and development, production, management, marketing and other fields. Becoming an exclusive supplier of BOCOG marks the beginning of a new era for Synear."

Since the Beijing 2008 Olympic marketing plan was launched on September 1, 2003, 11 enterprises Bank of China, China Network, Sinopec, China National Petroleum Corporation, China Mobile, Volkswagen (China), Adidas, Johnson & Johnson, Air China, PICC P&C and State Grid have been selected as Beijing 2008 Partners.

Meanwhile, 10 others have been selected as Beijing 2008 Sponsors UPS, Haier, Budweiser, Sohu, Yili, Tsingtao Beer, Yanjing Beer, BHP Billiton, Heng Yuan Xiang and President Enterprises.

The 10 Beijing 2008 Exclusive Suppliers announced to date are COFCO Wines & Spirits (Greatwall Wine), Mengna, Beifa, Vantage, YADU, Effem Foods (Beijing), Qianxihe, Synear, Kerry Oil & Grains (China) Limited (Arwana), and Beijing Gehua Ticketmaster Ticketing Co, Ltd. The only Beijing 2008 Supplier selected so far is Crystal CG.