62 Chocolate Fortunes
Did Ferrero Succeed in China?
Ferrero is not the chocolate leader in China. However, in spite
of its challenges in the IP arena, Ferrero’s entry into China
can be viewed as nothing short of successful. Having made
the earliest significant impact on consumers’ perceptions in
China’s fledgling chocolate market with its Ferrero Rocher
gift boxes, it succeeded in establishing a first impression of
chocolate as a luxurious and exotic foreign confection that
not only reflected the buyer’s (giver’s) good taste but also be-
came a symbol of permissive indulgence for people emerging
from lifestyles of extreme thrift. This alone is a remarkable
accomplishment. Furthermore, having found its way through
China’s transformational era, Ferrero Rocher ...