For B2B and importers serving Asian communities globally, the Lunar New Year (Tet) is arguably the most critical sales window of the year. During this season, fresh produce is not just food; it is a cultural necessity.

Among the festive assortment, the Watermelon stands out as a non-negotiable item for millions of households. At Sunshine, we understand that for our partners, sourcing watermelons during this peak season isn’t just about filling shelves, it’s about meeting a specific, culturally driven demand for “luck” and quality.

Decoding the Market Demand
Why is watermelon indispensable during the Lunar New Year? To the end-consumer, the watermelon is a symbol of the year to come.
The Shape: A perfectly round fruit represents fullness and family reunion.
The Color: A deep, vibrant red interior signifies luck and prosperity.
This cultural insight is crucial for buyers. Consumers are not looking for just any watermelon; they are looking for “The Perfect Melon” to display on altars or gifts to relatives. A pale or misshapen fruit can be seen as “bad luck,” leading to customer dissatisfaction. Therefore, visual appeal and internal quality directly impact retail turnover.

The Challenge of Sourcing 

The demand is high, but so are the risks. Sourcing large volumes while maintaining strict visual and taste standards is challenging. Many importers face issues with hollow fruits, pale flesh, or damage during transit due to poor handling.

The Sunshine Export Advantage At Sunshine
we treat the Lunar New Year watermelon program with the precision it demands. We don’t rely on chance; we rely on standardized agricultural practices.
Here is how we support your holiday sales program:
✅ Consistent Quality: We understand that the “cut” is the moment of truth for your customers. Our harvest team selects fruits at the peak of maturity, ensuring deep red flesh, high Brix (sweetness), and a crisp texture.
✅ Robust Supply Chain: Forget “Farm to Doorstep” (retail logic); we focus on “Farm to Port.” Our logistics team specializes in cold-chain management to ensure the fruit retains its freshness and firmness even after long-haul sea freight, minimizing shrinkage and maximizing your profit margin.