In 2020, Chile had the southern hemisphere’s biggest planted area and the biggest export volume (more than 70 million boxes of cherries were exported). One of the strongest blows of the season was the rumor that COVID-19 had been detected in a box of Chilean cherries prior to the Chinese New Year. To combat this, Chile launched a promotional campaign which cost them more than $1.5 million. The campaign lowered their negative perception from 80% to 20%. For 2021, the number of planted hectares are expected to increase.