China has emerged as a major player on the global scenario, having lead, during the last three decades, a great magnitude process of economic and social transformation. Nevertheless, selling Western produce -mainly, food products- in China is, the most complicated challenge which companies that decide to operate in this market should face. This paper aims to offer a panoramic vision of several China particularities with the purpose of reviewing its potential for Western business development. Hence, a number of cases studies of companies that have succeeded to enter the Chinese market and different examples of wrong decisions or failure cases are presented, trying to provide an analytical evaluation and managerial guidelines. [ABSTRACT FROM AUTHOR]