In Auckland's Asian supermarkets, frozen dim sum, mooncakes, and other Cantonese delicacies from Guangzhou Restaurant are flying off the shelves, offering overseas Chinese a comforting taste of home while winning over local palates. Having taken deep root in New Zealand’s Chinese community for over a decade, Cantonese dim sum have successfully entered mainstream retail giant Costco in the past two years. With mooncakes becoming instant bestsellers upon hitting the shelves, the products have achieved a major breakthrough by crossing over from an ethnic niche into the local mainstream consumer market.

Over a decade of market dedication propels Cantonese flavors across New Zealand

Having cultivated the New Zealand market for more than ten years, Guangzhou Restaurant has achieved steady sales growth and strong repeat purchases backed by authentic taste, high value for money, and a mature supply chain. By aligning with local aesthetics and taste preferences, the company has optimized its mooncake packaging and product assortment to suit local shopping habits, earning widespread recognition from overseas consumers and steadily expanding the global influence of Lingnan cuisine.

Clearing entry barriers to secure a ticket into mainstream retail

New Zealand enforces stringent food import compliance and safety standards, while mainstream retailers like Costco set the bar even higher by conducting comprehensive audits across manufacturing qualifications, quality control systems, supply chain stability, and corporate social responsibility (CSR). After dedicating considerable time to rigorous compliance improvements, the Guangdong enterprise successfully unlocked mainstream overseas retail channels, advancing from simple product exporting to true global brand building.

Smart localization tailors Cantonese flavors to overseas dining tables

To gain a lasting foothold in international markets, localized innovation is paramount. Catering to overseas preferences, the company introduced larger pack sizes and refined its textures and culinary craftsmanship to fit local dining occasions. Maintaining a healthy respect for the market, outbound enterprises are iterating products through rapid, small-scale testing while strengthening compliance and quality control. Backed by Guangdong’s global expansion support platforms, a growing array of Cantonese products continues to break new ground across Oceania.

从华人超市到“开市客”，一份广东味道的新西兰“破圈记”

奥克兰亚洲超市内，广州酒家速冻点心、月饼等广式食品热销，成为海外华人寄托乡愁、当地民众喜爱的美味。十余年来，广味点心扎根新西兰华人市场，近两年更成功进驻开市客等主流商超，月饼上架即热销，实现从华人圈层走向当地主流消费市场的突破。

深耕十余载，广味扬帆新西兰
广州酒家深耕新西兰市场十余年，凭借口味佳、性价比高、供应链成熟的优势，销量稳步增长，复购稳定。企业贴合当地审美与口味，优化月饼包装与品类，适配本地消费习惯，收获海外消费者认可，持续扩大岭南美食的海外影响力。

跨越准入门槛，拿到主流商超入场券

新西兰食品进口合规、安全标准严苛。开市客等主流商超准入门槛更高，对工厂资质、品控体系、供应链稳定性、企业社会责任全方位审核。广东企业耗时良久完成合规整改，成功打通海外主流销售渠道，实现从产品出海向品牌出海进阶。

本土化巧思，让广味适配海外餐桌

站稳海外市场，本土化创新是关键。企业根据海外喜好加大产品规格、优化口感工艺，适配本地场景。出海企业敬畏市场，小步试错迭代产品、健全合规品控。依托广东出海平台，更多广货持续开拓大洋洲市场。

文丨记者 莫谨榕 孙绮曼
图丨记者 黄城栋
译 | 陈冠臻
审 | 曾敏