New Zealand exporters are preparing for one of the most important periods of Chinese consumer demand, as the Lunar New Year falls on February 17, 2026, marking the Year of the Horse. China is New Zealand’s largest export market, with NZ$22.8 billion in exports over the 12 months to September 2025, including NZ$7.8 billion in dairy and NZ$2.1 billion in meat. Manuka honey producer Comvita reports strong pre-holiday sales following a successful Double 11 campaign.

Fonterra highlights cheese-based festive products driving demand. T&G Global expects a 27% increase in ENVY apple exports to China. Alliance Group reports robust pre-holiday meat orders from Chinese buyers.

新西兰出口商正为中国消费者需求最重要的时期之一做准备。2026年农历新年落在2月17日，为马年。中国是新西兰最大的出口市场，截至2025年9月的12个月内对华出口总额达228亿纽币，其中乳制品78亿纽币，肉类21亿纽币。麦卢卡蜂蜜生产商Comvita在双11成功后报告节前销售强劲。恒天然推出芝士拉丝福币蛋糕等节日产品。T&G Global预计对华苹果出口增长27%。Alliance Group报告中国买家节前肉类订单稳健。

The Lunar New Year remains the single most important demand driver for NZ food exports to China. The 27% projected growth in apple exports is particularly noteworthy and reflects the growing premiumisation trend in Chinese fruit consumption. For NZ exporters, the key insight is that Chinese New Year demand is increasingly shifting towards premium and branded products, rather than bulk commodities.

NZ honey producers should note that Manuka honey has become an established gifting category, not just a health supplement. The Year of the Horse symbolism of success and prosperity may provide additional marketing leverage. NZ exporters should plan their supply chain well in advance for future Lunar New Year periods, as the 40-day Spring Festival travel season creates both opportunities and logistical challenges.

农历新年仍然是新西兰对华食品出口最重要的单一需求驱动力。苹果出口预计增长27%尤其值得关注，反映了中国水果消费日益高端化的趋势。对新西兰出口商而言，关键洞察是中国新年需求正越来越多地转向高端和品牌产品，而非大宗商品。新西兰蜂蜜生产商应注意，麦卢卡蜂蜜已成为一个成熟的礼品品类，而不仅仅是健康补充剂。马年象征成功和繁荣，可能提供额外的营销杠杆。新西兰出口商应提前规划供应链以应对未来的农历新年，因为40天的春运既创造机遇也带来物流挑战。

Photo by AI on MiDeer Observer

Source: Hougarden (New Zealand Chinese Media)

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