Zhao Lusi’s Endorsement Ignites Dried Apple Jerky Boom in China

The response on Weibo was immediate and enthusiastic. Hashtags such as #赵露思推荐苹果干 and #苹果干 trended for days, with users praising the actress for using her platform to support farmers and combat food waste. Commentators noted that the “ugly fruit” problem—where perfectly edible apples are rejected by supermarkets because of cosmetic flaws—has long been a source of frustration for growers, especially in regions like Jingning where over‑ripe, water‑rich apples are prone to spoilage. By converting these blemished harvests into a shelf‑stable, high‑protein snack, the new line of apple jerky addressed both an economic and environmental pain point.

Behind the social‑media buzz lies a measurable uptick in production that predates Zhao’s endorsement but provides the necessary supply chain foundation. In 2021, China’s dried‑apple output reached 1,283.8 tonnes, a 10.97 percent increase over the previous year, underscoring a steady rise in consumer interest and the perception of apple jerky as a “green, nutritious” alternative to traditional snacks. Industry analysts estimate that the domestic market was worth roughly 416 million RMB in 2024, contributing to a global dried‑apple sector projected to expand from $1.17 billion in 2024 to $2.22 billion by 2033, with a compound annual growth rate of 3.36 percent.

The popularity surge has also sparked a flurry of new consumption ideas. Weibo users are posting homemade recipes for oven‑baked dried apples, describing “sweet and sour, chewy, and super‑strong in apple flavor.” These grassroots food‑trend posts indicate that the product is moving beyond a simple farm‑to‑market commodity and is being embraced as a versatile ingredient in modern Chinese kitchens.

However, the rapid growth of the apple jerky sector is not without challenges. Traditional drying methods—sun‑drying and coal‑fired kilns—are labor‑intensive, energy‑hungry, and often result in uneven quality. Researchers are advocating for advanced techniques such as vacuum freeze‑drying, which can preserve the fruit’s original shape, color and nutritional profile while reducing energy consumption. Adoption of such technologies could help producers meet rising quality expectations and solidify consumer trust, especially as the market becomes more competitive and price‑sensitive.

Trade policy adds another layer of complexity. Recent U.S. tariff increases on Chinese agricultural products have raised export costs for apple jerky manufacturers, prompting some firms to rethink their supply chains and explore alternative markets. Domestic policymakers are therefore faced with a balancing act: supporting the industry’s growth through subsidies for modern drying equipment and encouraging export diversification while navigating broader geopolitical tensions that could affect market access.

The socioeconomic implications of the apple‑jerky boom reach deep into China’s rural heartland. By providing a value‑added outlet for otherwise unsellable fruit, the industry boosts farmer incomes and offers a buffer against post‑harvest losses that have traditionally plagued apple‑growing regions. This aligns with broader governmental goals of poverty alleviation and rural revitalization. Moreover, as a portable, low‑sugar snack, apple jerky contributes to public health objectives by offering a healthier alternative to heavily processed confectionery.

Environmental considerations are also coming to the fore. While traditional drying can be carbon‑intensive, the shift toward more efficient, potentially renewable energy‑based processes promises a lower ecological footprint. The industry’s evolution therefore mirrors China’s wider push for sustainable agricultural practices, reinforced by policies that incentivize greener production methods and stricter food‑safety standards.

In short, what began as a modest effort to reduce waste and support local growers has blossomed into a multifaceted phenomenon. Zhao Lusi’s celebrity endorsement acted as a catalyst, turning dried apples into a socially resonant commodity that dovetails with consumer trends toward health, sustainability and ethical consumption. As the market continues to expand, the sector’s ability to navigate technological upgrades, trade dynamics and regulatory frameworks will determine whether apple jerky can sustain its buzz—or simply fade back into the background of China’s sprawling