A Canadian start-up company bottling fresh air from the Rocky Mountains has seen sales to China soar because of rising pollution levels.
Vitality Air was founded last year in the western Canadian city of Edmonton but began selling in China less than two months ago.
“Our first shipment of 500 bottles of fresh air were sold in four days,” co-founder Moses Lam says in a telephone interview with the Telegraph.
A crate containing 4,000 more bottles is making its way to China, but he says most of that shipment has been bought.
A 7.7 Litre can of crisp air taken from Banff National Park in the majestic Rocky Mountains range sells for roughly 100 yuan (£10), which is 50 times more expensive than a bottle of mineral water in China.
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Most of their customers live in big cities in the northeastern and southern parts of China where severe pollution warnings have become a common occurence.
State news agency Xinhua has posted a picture online of the city centre barely visible under a thick soup of smog on Tuesday and reflects local frustrations with the caption: “Heavy smog hit China, again!”
The Canadian company is not the first to sell fresh air to the Chinese.
Last year, Beijing artist Liang Kegang fetched the equivalent of £512 for a glass jar filled with air taken from a business trip in southern France.
In 2013, multimillionaire Chen Guangbiao sold pop-sized cans of air purportedly taken from less industrialised regions of China for 5 yuan (£0.50) each.
Vitality Air’s Mr Lam admits that he started out the company as a joke as well when he and co-founder Troy Paquette filled a plastic bag of air and sold it for less than 50 pence on the auction site Ebay.
A second bag sold for $160 (£105).
“That’s when we realised there is a market for this,” says Mr Lam.
Vitality Air sells bottled fresh air and oxygen across North America, to India and the Middle East. But China remains its biggest overseas market.
The company’s China representative, Harrison Wang, says their customers are mainly affluent Chinese women who buy for their families or give away as gifts. But he says senior homes and even high end night clubs have also stocked up on their product.
“In China fresh air is a luxury, something so precious,” says Mr Wang.
He says a number of distributors have contacted them to sell their products.
“It’s very labour intensive but we also wanted to make it a very unique and fun product,” says co-founder Mr Lam.
“We may have bit off more than we can chew.”
The growing orders have been a pleasant surprise for him since his friends and family initially mocked the idea of selling something that most Canadians take for granted.
“My parents told me not to quit my day time job,” he says.
So far, Mr Lam has heeded this advice and still holds a bank job in Canada.
This comes just over a week after Beijing issued a red alert for pollutionthat forced half of the cars off the roads.