Shanghai Club Spotlights American Lobster Across its Venues - Food Export Association of the Midwest USA and Food Export USA

Food Export-Northeast partnered with BU Club, a prestigious membership club located at the historical waterfront district known as the Bund in Shanghai for a monthlong promotion of American lobster in four of its restaurants. The promotion held from February 28 – March 30, 2025, was designed to build awareness and sales for live American lobster. The sales of American lobster dishes exceeded expectations with over 6,300 kilograms of American lobster served during the promotion period, valued at US$234,760.

Showing the natural versatility of American lobster across cuisines, the promotions took place in two Chinese restaurants, one Western restaurant and one high-end hot pot restaurant within the BU Club portfolio of six restaurants. The restaurants included two venues of Season Mansion, offering modern and elegant Chinese dining; BU Castle, a medieval castle inspired restaurant; and Chongqing Banquet, offering high end hot pot dining with a panoramic view of the Huangpu River.

Dishes developed for the promotion ranged from Steamed American lobster with Egg white and Black truffles to Baked American lobster with Chili and Sichuan Pepper. Each venue was decorated with a variety of point-of-sale materials such as decorative tent cards, promotional menus, table mats and signage throughout the restaurants to maximize visibility and attract customer interest in the American lobster menu items.

*American lobster with chili and Sichuan pepper*.

To increase the impact of the promotion, BU Club partnered with social media influencers to heighten awareness of the promotion among Chinese consumers.

Did You Know?

Food Export-Northeast conducts multiple promotions like this one on behalf of the entire Northeast fish and shellfish industry each year to raise awareness of taste, quality, and sustainability of Northeast US fish and shellfish.

Food Export’s Branded Program also offers enrolled suppliers the chance to support their own importers with funding for retail and foodservice promotions, among a whole host of other types of marketing assistance. Promotional support can be a fruitful tool to strengthen an importer relationship and grow a market. For more information about how suppliers can access the Branded Program, check out the Branded Resources page.

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