The zongzi produced by Wufangzhai. [Photo provided to Tide News]

Jiaxing in East China's Zhejiang province, a major producer of zongzi (sticky rice dumplings), has recorded a sharp rise in overseas sales this year, with exports reaching record levels as demand grows across international markets.

According to Jiaxing Customs, more than 300 metric tons of rice dumplings worth over 10 million yuan ($1.47 million) were exported from the city between January and mid-June, up 105.7 percent and 106.6 percent year-on-year, respectively.

Products were shipped to more than 10 countries and regions, including Canada, Australia, New Zealand, and South Korea.

A major contributor to this growth has been Zhejiang Wufangzhai Industry, one of China's leading zongzi producers. Its products are now widely available in Chinese and Asian supermarkets in Canada, while entry into Costco in Australia has also helped boost sales. The company has now established sales operations in a number of major overseas markets including Japan, Singapore, and Australia.

Ahead of the recently concluded Dragon Boat Festival holiday, Tu Caihong of the company's nationally recognized zongzi-making heritage program demonstrated traditional wrapping techniques at supermarkets in Singapore, introducing local consumers to the festival's cultural traditions.

The company has also expanded its product range to suit overseas markets. New varieties featuring ingredients such as eel and plant-based fillings have been introduced to meet changing consumer preferences and address import restrictions on certain meat products.