Australian business ‘Green and Clean’ sells bottled Australian air to China

The Chinese markets growing demand for all things Australian continues to boom, from iron ore, to real estate, to baby formula and now Australian air. With China’s emerging middle class becoming increasingly worried about the health implications of the country’s poor air quality, there is real interest in obtaining clean air from places they trust.

Two entrepreneurs have created the company ‘Green and Clean’ selling cans of pure air from different areas of Australia and New Zealand for AU$18.80 per can. Each can of air provides between 130-140 deep breathes, and is captured using a custom-built machine to collect the clean air into disposable cans. While, the venture was first intended as a novelty souvenir item to sell to tourists, Chinese buyers have seized on the health benefits of consuming the fresh air.

The creators describe the business venture as providing individuals with access to the invigorating feeling one receives when taking a breath of our pristine, fresh air. Canned air might soon become the next in demand product all around our polluted world, and can truly demonstrate the power of the relationship between brand loyalty and country of origin.

International markets, particularly the Chinese markets revel in the opportunity to consume Australian made products. The green and yellow logo is recognised as a symbol of quality, and possesses the ability to enhance the perceived value of the product instantly. When an Australian made product becomes available within international markets, supply restrictions arise simultaneously.

The willingness of the Chinese markets to consume the packaged air, can provide implications on what needs to be dialled up when trying to enter international markets. While previously Australian brands have opted to create packaging and communications that were consistent with locally produced products, they may have overlooked the power of being perceived as overtly ‘Australian’.

Many brands have tapped into the power of an ‘Australian’ brand, and maintained a consistent look and feel locally and internationally, however some brands are still expending resources to conform with the local competitors within international markets. Foreign brands can at times find it difficult to encourage trial when going up against local competitors, however adoption is more likely when the consumers can identify with something that they trust. The healthy appetite for Australian made products within the Chinese market, will have likely developed a high receptiveness for Australian imports, leading to relationships based on trust.

Simon Wang
Strategy Intern 

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Credits: Sydney Morning Herald & 7 News