SHIJIAZHUANG — Once just a simple way to cool off, ice cream is seeing a surge of new varieties to meet the expanding tastes and preferences of Chinese consumers.

Pan Yang, 17, recently took pictures of a matcha-flavored ice cream she had bought at a shopping mall in Shijiazhuang, capital of Hebei province.

"I bought this one because it looked so attractive," she said. "There were even petals strewn over it."

On the Chinese lifestyle-sharing app Xiaohongshu, known internationally as RedNote, many users have posted appealing images of upscale ice creams in various shapes, ranging from blooming flowers to fresh fruits, each of which is the result of delicate craftsmanship. Comments such as "adorable "and "too pretty to eat" abound in these posts.

Favored by today's consumers, especially young people, such ice creams have become commonplace in souvenir shops at tourist attractions across China.

Handan Museum, a well-known tourist site in Hebei, in April introduced creative ice creams that draw inspiration from two precious artifacts housed in the museum.

The museum's ice creams have been a hit among visitors since their launch, with over 100 sold daily this summer, said Wang Haiyun, who works at the museum.

Food industry analyst Zhu Danpeng believes the emergence of these visually appealing ice creams reflects a thirst for emotional and spiritual well-being in consumption.

"Young Chinese people attach importance to the social aspects of goods and the emotional value they can offer, which drives the entire industry to innovate its offerings for consumers to enjoy fresh, pleasant experiences," Zhu said.

While seeking visual and emotional delight from these frozen treats, Chinese consumers are also placing increased emphasis on the quality of ice cream as living standards and health consciousness rise.

A 23-year-old ice cream fan surnamed Dong told Xinhua that a high-quality ice cream should be both delicious and healthy.

"If two ice creams share similar tastes, I will choose the one with a cleaner ingredient list," she said.

The shift to healthy eating has spurred changes in the industry. Traditional ice cream makers are adjusting their ingredients and unveiling new products in response to evolving needs, while new brands are gaining traction by labeling themselves as producers of handcrafted and freshly made ice creams.

Romanlin Ice Cream is one such emerging brand. Founded in 2019, the Hebei-based company has opened more than 500 stores in China, and has also expanded to Malaysia, according to Ma Zhichao, chairman of the company.

"Good-looking products can draw first-time consumers, while good-tasting products will attract them to buy again," Ma said, adding that to date, the brand boasts more than 30 ice cream flavors attuned to the tastes of Chinese consumers and has rolled out specialized products in different localities.

To strike a balance between taste and health, Ma stressed the importance of quality ingredients and equipment in ice cream production.

"High sugar and fat were once necessary to achieve a creamy and velvety texture, but premium ingredients and advanced equipment can help us deliver a nice mouthfeel with reduced levels," he explained.

XINHUA