Today, consumption of edible-birdnest continues to enjoy the same popularity as it did one thousand five hundred years ago. The primary market is the Chinese community around the world, mainly China, Taiwan, Singapore and North America. With the high growth of China market and new potential emerging markets such as Middle East, Japan and Korea, there is a constant unmatched demand for the supply of edible-birdnest. The mismatch is further amplified during Chinese festivals, such as Chinese New Year, when gifts of edible-birdnest are synonymous with wealth and good fortune.

The demand of edible-birdnest in China has been very encouraging especially in coastal area. To date, more than thousands of wholesale or retail business operators in China for the swiftlet industry, and lots of them are involved in edible-birdnest branding, which is one of the key differentiation factors to expand their business.

Following the rapid growth of standard of living in China, the awareness and acceptance for natural, organic and nutritional food such as edible-birdnest are getting a lot of attention in areas of provinces like Guangdong, Fujian, Shanghai, Beijing and other major cities.

Different business models such as specialty stores (exclusivity for edible-birdnest), healing and rejuvenation centers that provide services i.e. double boiling of edible-birdnest, introduction of recipe, consultancy services or management of one-stop solution have been established, catering for different target audience for the swiftlet industry. In addition, collaborative models such as OEM, bulk purchase, franchising, etc. are available too for downstream activities of the entire value chain.