Chongqing – A fruit once reserved for emperors and concubines is now flying off supermarket shelves in Dubai, commanding prices as high as $8 per pound. The unlikely catalyst? The Litchi Road, a hit historical drama that has captured the imagination of global audiences.

The series dramatizes the legendary express delivery of lychees to a beloved consort during the Tang Dynasty. Since airing, it has turned the humble lychee into China's latest soft power symbol—and an unlikely luxury item abroad.

Still from The Litchi Road. (Photo/Douban)

A Tang dynasty fruit finds new fame in the Middle East

In upscale grocery chains across the UAE, Chinese lychees—particularly the prized "feizixiao" or "concubine's smile" variety from Guangdong—have gone viral. At a Chinese supermarket in Dubai, UAE, shoppers pick out fresh lychees, praising the fruit's sweetness and floral aroma. 

As Guangzhou Daily reports, an exporter from Maoming, China's lychee-growing heartland, said, "We initially planned a small trial shipment, but once clips from the show gained traction in the Middle East, demand doubled overnight."

Several factors explain why the lychee craze took off so quickly in Dubai. Consumers in the Middle East are increasingly drawn to products with a narrative and sense of origin, and China's positioning of the lychee as a "royal fruit" has resonated across cultures.

This preference is rooted in a broader regional trend where affluent and culturally aware shoppers seek goods that offer authenticity, heritage, and experiential value. Premium grocers and gourmet retailers in the Gulf states have responded by curating product lines that emphasize origin stories.

At the Chinese Supermarket in Dubai, UAE, shoppers pick out fresh lychees. (Photo/Guangzhou Daily)

However, behind this surge mainly lies a revolution in logistics. Cold-chain air freight, oxygen-regulated packaging, and rapid pre-cooling at the orchard now enable lychees to reach Gulf supermarket shelves within 48 hours of harvest, retaining their color, texture, and scent.

In Dongguan, exporters pioneered a direct-from-orchard model: lychees are picked, field-cooled, and packed into cold-chain containers, then flown directly to Dubai in just eight hours. With gas mixtures of nitrogen and carbon dioxide, the fruit’s shelf life is extended from seven to over twenty days, arriving fresh and luxurious.

At the same time, China's distribution networks have undergone a major upgrade. Leading fruit exporters have formed strategic partnerships with top supermarket chains and logistics providers across the Middle East, building fully integrated supply chains that cover everything from wholesale and warehousing to last-mile delivery and retail. This end-to-end system has helped lower distribution costs and significantly improved the efficiency of getting lychees onto store shelves.

Data from the first half of 2025 shows that China's lychee exports to the UAE rose by more than 40% year-on-year. With this surge, lychees have joined durians and cherries as the third premium Chinese fruit to build a strong, loyal consumer base in the Middle East.

Chongqing shoppers rediscover a seasonal classic

The excitement hasn't stayed overseas. Domestically, The Litchi Road has reignited consumer interest among China's younger generations, especially those seeking products with cultural depth.

Lychees were prominently displayed at the entrance of a Freshippo store in Chongqing. (Photo/Chen Zhan)

Even in inland cities like Chongqing, far from lychee orchards, supermarkets are riding the trend. At a Freshippo store recently visited by Bridging News, lychees are now front-and-center at the store’s entrance, a space typically reserved for bestsellers.

"This placement isn’t random," said a staff member. "It signals what's in demand right now."

Three varieties are available in-store, with "Guiwei," known for its osmanthus-like fragrance, leading sales. All are sourced from Guangdong and delivered to Chongqing within 72 hours using a multimodal system combining road, rail, and air, ensuring freshness despite the city’s inland location.

Customer response has been steady. "Lychees are my summer favorite," said one shopper. "I come here because I trust the quality."

Freshippo staff report that daily sales peak at around 800 boxes during the height of the season. And as demand grows, the same logistics systems used to send lychees abroad are also powering domestic distribution, suggesting a feedback loop where global visibility reinforces local appreciation.

Shoppers consistently gravitated to the lychee counter in Chongqing. (Photo/Chen Zhan)

Furthermore, brands across China tapped into the fruit’s Tang Dynasty appeal to boost visibility and sales.

According to Xiaoxiang Morning News, fruit retailer Pagoda stood out by promoting the show’s featured variety—"feizixiao" lychees—through creative campaigns like historical livestreams, themed pop-ups, and origin tours. Related hashtags topped 100 million views, with lychee sales exceeding 77 million yuan during the show’s run.