A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP
A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP

Why wealthy Chinese love Italy’s white truffles: prestige, unpredictability and their powerful earthy flavour

  • Wealthy Chinese outbid their rivals for the largest and finest white truffles from Piedmont most years, spending thousands of dollars per ounce
  • Chinese visitors to Piedmont fall in love with the beauty of the area, full of gently rolling green hills and picturesque medieval hamlets

Topic |   Food and Drinks
A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP
A Chinese buyer smelling a white truffle he bought at the 19th Alba White Truffle World Auction in November 2018. Photo: AFP
READ FULL ARTICLE