Belgian chocolate reveals China's sweet tooth

In 2017, Belgium became the world's second-largest exporter of chocolate, accounting for 11 percent and $3 billion, a figure surpassed only by Germany, according to World's Top Exports. And as their reputation has continued to grow worldwide, more Belgian chocolate companies have shown willingness to explore the Chinese market.

On March 8, the Belgian-Swiss chocolate giant Barry Callebaut opened a new office and its second Chinese Chocolate Academy center in Beijing, having previously opened one in Shanghai, providing onsite training for Chinese customers and artisans.

George Zhang, the managing director for Barry Callebaut's China operations, believes the rising incomes of Chinese consumers will boost the demand for high quality chocolate products.

"The China chocolate market is showing promising growth in 2019,"he told Food & Drink International Magazine."Increasingly, local food manufacturers are introducing innovative products to refresh consumers'perception, such as products with new flavors."

Now, the world's top 20 chocolate brands all have branches in China, including the renowned Belgian companies such as Godiva, Guylian and Leonidas. China is the third-largest market of Godiva with more than 120 stores, and that number is planned to be doubled in 2020.

"The first time I went to China, Chinese people really didn't like chocolate,"said Gerbaud."Now there is more enthusiasm in China about chocolate than in 1998, because there is more knowledge. Franchising in China is complicated, but I am considering going back to China if I have a perfect partner."

Chen Wenxin and Dong Yuwen contributed to this story.