Chilean World Cup star Alexis Sanchez is fronting a campaign aimed at promoting the country's salmon and other exports.

The "Unboxing Chile" campaign features a range of foods produced in Chile.

The initiative is a joint effort between the public and private sectors, with the participation of SalmonChile, Wines of Chile, ASOEX and ChileCarne.

Sanchez, 32, a star of the 2014 FIFA World Cup in Brazil, has played for Spanish giant Barcelona, English clubs Arsenal and Manchester United, and now Inter Milan in Italy.

“We hope this campaign will showcase the talent of southern Chile, increase our country's awareness of world markets and project us as a world-class food exporter," SalmonChile President Arturo Clement said.

Chilean salmon producers have been badly affected by the loss of foodservice business since the onset of the COVID-19 pandemic.

They are particularly keen to win back the Chinese market, lost after the discovery of COVID-19 on a chopping board used to cut salmon in a Beijing wholesale market in July last year.

That discovery and other traces found on the packaging of imported seafood products led to a loss of confidence among the Chinese public.