And so we enter the year of the dragon.
Around February 10, 2024, millions of people around the world will take part in their own Lunar New Year traditions, ringing in the cherished holiday with a vibrant spread of culinary delicacies. A time-honored symbol of power, strength, and prosperity, the dragon seems ever-fitting for an industry as vital as that of fresh produce. As Lunar New Year celebrations ensue, retail opportunities abound; and when it comes to your seasonal merchandising strategies, it’s only right that you shoot for the moon…
Also known as Yardlong beans, these are firmer and longer than regular green beans and hold up well in the high heat used for stir-frying. Despite their name, long beans are actually more closely related to black-eyed peas and provide a great source of fiber, vitamin A, and vitamin C. This versatile vegetable can be used in multiple preparation methods, from stir-frying, steaming, and boiling to a snack or salad ingredient.
Tender, versatile, and widely used across multiple cuisines, Chinese eggplant is unlike many varieties. The vegetable offers a tender skin that does not have to be peeled, which preserves the texture, taste, and shape of the eggplant. The item has several different preparation methods to fit your fancy—from baking or broiling to stir-frying or deep-frying.
Though it looks to be more of a Halloween-suited fruit, Buddha’s Hand is used as an offering in temples during the lunar holiday and is one of the oldest citrus fruits on record. Coveted for its sweet, floral fragrance and mild zest with little-to-no flesh or juice, Buddha’s Hand is all rind and pith. Think of it more as a presentation piece; although the rind can be candied or used in baking and other recipes, like cocktails. This is a great ingredient for infusing into spirits.
A staple ingredient in many Asian dishes, this cabbage has a sweet, mild flavor that can be used in soups, as filling in egg rolls, and eaten raw in salads. The crunchy, unique texture of its leaves continues to make this cabbage one of the most sought-after ingredients in Asian cuisine.
This Asian squash, also known as a Bottle Gourd, is native to the cuisines of China and Southeast Asia and is similar to a zucchini with a very mild flavor. Prepare it as you would zucchini or other soft-shelled squash and add this delicious source of vitamin C to soups or stir-frys. As a symbol of good health, longevity, and good fortune in Chinese tradition, this item brings both flavor and differentiation to produce departments as we move into the New Year.
Gai Lan’s distinct, sharp flavor and long, leafy characteristics set this produce item apart from more common varieties. Steamed, boiled, or stir-fried, this vegetable is a great addition to any dish.
This holiday favorite is usually found in marshes, and its crunchy texture is associated with a mildly sweet flavor. Try boiling or steaming this veg to use in soups, salads, and stews; peel before you use it in a stir-fry.
Shanghai Bok Choy is commonly found in mainstream markets. With light green stems, spoon-shaped leaves, and a milder flavor, Shanghai Bok Choy is popularly used in restaurants and home cooking. Alternatively, not pictured is the Baby Bok Choy variety, which is more commonly found specifically in Asian supermarkets and preferred by Asian consumers due to its smaller size. It has crunchier stems and dark, spinach-like leaves.
Most often either sautéed or stir-fried, snow peas are one of the easiest vegetables to prepare and have a sweet, crisp flavor. Their versatility and plentiful health benefits make snow peas a great addition to a healthy diet. They can even be eaten raw as a delicious snack.
Looking for good fortune? This vegetable may be beneficial to have around. A fundamental part of Asian cuisine, this veggie has a mild flavor, crispy texture, and a powerful, earthy aroma. The flavor tends to vary throughout the vegetable as the bottom is usually the most pungent and the top is the sweetest.
Valued for its spicy flavor and medicinal benefits, ginger can be sliced or grated to add zest to Asian dishes. Try combining ginger with soy sauce, olive oil, and garlic to make a flavorful salad dressing.
Literally translated to “golden orange” in Chinese, this tiny specialty citrus item has sweet, edible skin and a tart inner flesh. Kumquats also provide an excellent source of vitamin C and fiber as well as calcium and iron. Like Navel oranges and Mandarins, this citrus item is said to bring luck, wealth, and prosperity.
Associated with wealth and abundance, table grapes are another produce favorite that bring good luck and prosperity. While grapes are great gift options amongst close friends and family members, they are often served as holy offerings in Buddhist temples and family shrines. Plus, grapes are a great snacking fruit and are easy to handle and serve amidst a jam-packed day of preparation and greetings—a bonus for consumers that have a busy schedule throughout the holiday.
Peaches represent longevity and immortality. The fuzzy stonefruit appears in several myths and legends and is viewed as a lucky item to eat during the New Year celebration. Great grilled, baked, or on its own, one thing is for sure: you can’t go wrong with a basketful of peaches.
This category star is very popular during this festive celebration because it looks like the sun, often signified as an auspicious symbol of abundance, wealth, good fortune, and happiness. Perfect as a snack or incorporated in a variety of dishes, oranges bring great flavor and health benefits—and good luck!
Covered in green, spiny bumps, the Jackfruit is the world’s largest treefruit and grows directly out of the trunk or branches. As the fruit ripens, the exterior turns yellow and brown, becomes fragrant, and yields to pressure. Sweet and aromatic yellow pods boast hints of mango, banana, and melon.
Pods of sweet, tangy deliciousness. Sweet Tamarind comes from the evergreen tamarind tree, which produces long, curved brown pods that resemble large, over-mature green beans. It’s often enjoyed as a chutney or dried in the sun and ground into a spice.
Produce items such as apples, pomegranates, Mandarins, lotus root, and Spring onions are easy to display, both in produce aisles and in households. There are a lot of common fruits and vegetables that have several crossover meanings and symbolisms, many revolving around luck, wealth, and happiness. Help shoppers welcome 2023 with a little bit of fresh produce luck, and we as an industry will be prosperous together. 
