In the packaging workshop of an international trading company in Qin'an County, Tianshui City, Gansu Province, workers expertly select, sort, and pack the delightfully sweet Qin'an melons—ready to be shipped to overseas markets. Meanwhile, in the Gonggan citrus orchards of Sihui City, Zhaoqing, Guangdong Province, farmers’ phones keep buzzing with euro-denominated order confirmations. By 2025, as global trade barriers remain high, China’s agricultural processing enterprises are boldly forging ahead into new, untapped markets—armed not just with technological innovation as their spearhead, but also fortified by cultural appeal as their shield. Despite the headwinds, these companies are leveraging creativity and resilience to carve out fresh opportunities on the international stage. According to recent data, China’s agricultural trade volume for the first half of this year reached $147.84 billion, a 6.5% decline compared to the same period last year. Yet, amid this challenging backdrop, China’s agricultural exports actually grew by 1.8%, totaling $49.34 billion. Behind these figures lies a testament to the enduring strength and adaptability of China’s foreign trade sector. Faced with external pressures, businesses have risen to the occasion by innovating, diversifying distribution channels, and actively expanding into international markets—driving export growth toward higher-quality, more competitive products.

Landmark products are accelerating their global "breakout" success.

At the recently held 3rd China International Supply Chain Expo, the vibrant array of geographical-indication products showcased in the green agriculture chain exhibition area—featuring Heilongjiang black fungus, Yunnan matsutake mushrooms, Ningxia goji berries, and more—drew crowds of domestic and international attendees eager to sample, appreciate, and explore potential partnerships.

Data shows that by the end of 2024, China had cumulatively recognized 2,544 geographical indication products, with their combined direct output value exceeding 960 billion yuan. "Many of these GI products, particularly those in the high-value-added agricultural export category, have become a key driver of foreign exchange earnings through exports," said Yan Yun, Director of the Trade Promotion and Exchange Center under the China Council for the Promotion of International Trade.

Today, geographical indications are emerging as the "golden key" to unlocking international markets, helping China's high-quality agricultural products rapidly gain global recognition and expand their reach.

Wines from the foothills of the Helan Mountains are produced in Ningxia, where abundant sunshine, significant temperature differences between day and night, and predominantly sandy soil create ideal conditions for growing grapes. Winemakers at local wineries proudly uphold traditional techniques while seamlessly integrating modern technology, resulting in a diverse range of wines that boast rich, full-bodied flavors and intense aromas—winning widespread acclaim from consumers both at home and abroad.

"Since the product launched in 2019, thanks to the support of the Geographical Indication, the company has experienced rapid growth in just a few years. Our products are now exported to over ten countries and regions worldwide, with annual export growth exceeding 100%," said the head of a local wine enterprise. The company continues to actively explore new overseas markets and recently announced plans to expand into Russia, South Korea, and several Southeast Asian nations. "Geographical Indications play a crucial role in helping new brands quickly build consumer trust," the executive added. "We’re eager to leverage this recognition to introduce more people to the exceptional quality of Ningxia’s wines—and encourage them to savor the unique flavors that only our region can offer."

Hu Bingchuan, a researcher at the Institute of Rural Development of the Chinese Academy of Social Sciences, stated that the core competitiveness of geographical indication products lies in their innate uniqueness and high added value. Many GI products are closely linked to sustainable, eco-friendly, and organic production methods, helping to safeguard valuable germplasm resources and biodiversity—thus aligning perfectly with the global trend toward sustainable development.

Li Xingqian, Vice Chairman of the China Council for the Promotion of International Trade, pointed out that with growing public awareness of healthy eating and food safety, geographical indication products are attracting increasing attention in international markets due to their unique quality. Promoting the integration of high-quality geographical indication products into global agricultural supply chains is not only an inevitable choice for industrial upgrading but also a key pathway to enhancing international competitiveness.