World Chocolate Wonderland in Shanghai. Chocolate sales in China are worth about 7 billion yuan ($1.1 billion) a year. Sales of the sweet rose 35 percent in 2010 and another 30 percent in 2011. [Photo/China Daily]

SHANGHAI - Sales of chocolate in Shanghai have picked up greatly in the days leading up to Christmas.

Observers see that as a sign that the city is becoming more international and foreign chocolate makers are trying harder to enter the Chinese market.

Thomas Meier, managing director of the chocolate maker Lindt & Sprungli (Asia Pacific) Ltd, said the company sees its chocolate sales increase the most in China around Christmas and Chinese New Year.

"In fact, the sales become bigger as early as September with the Mid-Autumn gift-giving season," he said. "The chocolate peak season represents more than 50 percent of our annual sales."

The company's most popular product in China is Lindor Swiss Milk Truffles. It comes in a gift box and sells for 95 yuan ($14.8).

In central Shanghai's chic shopping and entertainment center, Xintiandi, chocolate is selling quickly at a time when the Christmas spirit has pervaded the city.

Although many here are gloomy about the stock and property markets as the year draws to an end, most chocolate vendors do not feel such pessimism.

Bonny Wang, a saleswoman with the Belgian chocolate brand Godiva, said the company's business has increased markedly in the past week.

"This Christmas gift box is extremely popular," Wang said, referring to a series of chocolate that sells for between 450 yuan and 850 yuan. "It was sold out several times this past week.

"Most of our customers are Chinese youngsters, but more foreigners and companies are buying chocolate from us these days."

The shop was opened in 2010 and saw its business steadily pick up in 2011.

The Italian chocolate maker, Cova, opened its first branch this year in Xintiandi and its business is thriving. On Wednesday, Ivone Leung, a Hong Kong resident, bought a large gift basket containing chocolates, pastries and wine from Cova's store there. She said she was "very happy and surprised that she can now buy her favorite chocolate brand in Shanghai".

According to a report by AC Nielsen, a marketing research firm, chocolate sales in China now bring in 7 billion yuan a year, having risen by 35 percent from 2009 to 2010 and another 30 percent from 2010 to 2011.

Even so, the average Chinese person still consumes less chocolate than residents of many other countries - only about 50 grams a year. In contrast, the average amount of annual consumption for each person comes to 12 kg a year for the Swiss, 7 kg for the French, 5.5 kg for US residents, and 2 kg for the Japanese.

Meier said that suggests there is much room to increase chocolate sales in China.

Meier said that Lindt began selling premium chocolate in China in 1996. Sales of the product continue to proceed at a good clip as the demand for premium chocolates increases.

He said that is true "especially among key chocolate lovers - females aged between 25-45 years old, who are our target consumers".

"Chocolate consumption in China may be small as compared to Europe. It has great potential especially for (the) premium quality chocolate segment because appreciation and a natural taste for the finest food has always been part of the Chinese culture and history."

From this past week to February, a large-scale chocolate exhibition will be set up in the Himalayas Center in Pudong, Shanghai. Among the things on display will be chocolate versions of famous tourist attractions such as the terracotta warriors and Shanghai landmark buildings, as well as of commonplace objects such as shoes, clothes and handbags.