A Fruit Miracle: From Orchards to Expo Overnight

In the warehouse of Joy Wing Mau’s Shanghai branch, refrigerated trucks loaded with fruits are busily transporting a variety of fruit products from around the world to thousands of households. Many of these fruit varieties made their debut through the China International Import Expo (CIIE), thus entering the vast Chinese market.

With its authority and visibility, the CIIE has become a " golden stage" for Joy Wing Mau's new product launches. As a global full-industry chain platform company for fruits, Wu Jianzhong, General Manager of Joy Wing Mau East China Region, said, " the CIIE itself represents high quality. Every year, Joy Wing Mau launches several flagship products here, achieving a synergy between Joy Wing Mau's global high-quality development and the CIIE spillover effect."

GLOBAL FRUIT AROMA GRACE CHINESE TABLES

As a regular participant in the CIIE, Joy Wing Mau's booth innovates and upgrades every year, from " Fruit Storm" and "Fruit Cube" to "Fruit Space". Initially showcasing branded products, the booth now features more global debuts and premieres, with many flagship products quickly gaining popularity in China.

In 2024, celebrating the 50th anniversary of diplomatic relations between China and Malaysia, Joy Wing Mau introduced the first batch of fresh Musang King durians from Malaysia to China at the CIIE. The debut of Joyvio Malaysian Musang King durians quickly became a highlight of the 7th CIIE. According to Wu, to ensure these durians were showcased in their freshest state, Joy Wing Mau implemented a meticulous process involving three " 4-hour" stages. This involved airlifting the fresh Musang Kings directly from Malaysia to the CIIE exhibition hall in China, achieving a remarkable "harvested yesterday, on shelf today" freshness. This innovative supply chain approach not only enhanced product freshness but also increased the market share of Malaysian durians in China tenfold within just six months.

"STRONG MAGNETIC FORCE" IGNITES NEW MOMENTUM

The CIIE's " strong magnetic force" not only helps Joy Wing Mau achieve high-quality introductions but also encourages the company to explore new partnership models, fostering "coexistence, co-growth, and co-creation".

Antony Greenstein, CEO of Joy Wing Mau Asia Holdings, said, "the Asian market, especially China, is our core strategic market. When the first CIIE was announced in 2018, we immediately decided to participate in. Its scale and influence impressed me deeply. It is a large international expo across industries, providing us with valuable opportunities for in-depth discussions with global customers."

At the 7th CIIE, Joy Wing Mau signed a five-year strategic cooperation agreement with Rockit Apple, marking the beginning of a long-term, multi-level partnership. Antony highlighted that "the CIIE offers a high-standard, highly-efficient platform for strategic negotiations, which is its most unique value." During this event, Joy Wing Mau secured contracts worth over $200 million and established deep collaborations with major Chinese retail giants like CR Vanguard and Rainbow.

Moreover, with the boost from the CIIE, Joy Wing Mau's network continues to expand. Following the CIIE Bureau, the company conducted roadshows in various locations, including Hubei, Shanghai, and Chongqing, sparking a wave of demand for high-quality fruits. Joy Wing Mau also stood out as the sole exhibitor representative on the international promotion stage in Thailand and Chile. "This has significantly supported Joy Wing Mau's global development and market expansion in China," said Wu.

Currently, Joy Wing Mau operates over 30 modern cold chain logistics centers across China, reaching more than 300 cities, distributing over 3,000 tons of premium global fruits daily, and serving 20 million Chinese households. "We will continue to focus on the Chinese market as our core, connecting more key production areas, varieties, and products to bring global quality fruits to Chinese consumers," Wu added.

A SHOWCASE OF BRI COOPERATION FRUITS

Countries involved in the Belt and Road Initiative boast abundant fruit resources. Joy Wing Mau has partnered with numerous local orchards, bringing high-quality fruits from 23 Belt and Road countries, including Thailand, Chile, New Zealand, Peru, and Vietnam, to China. The CIIE has become a crucial platform for showcasing the results of these collaborations.

At the 6th CIIE, Joy Wing Mau introduced Joyvio Peruvian desert blueberries, exploring the development of a desert green industry chain. Thanks to the CIIE, Joyvio Blueberries have expanded their market in China, with global sales surpassing 300 million boxes.

 

Wu said that Joy Wing Mau will seize the development opportunities presented by the Belt and Road Initiative. This year, they will continue to leverage the CIIE to launch major strategic brands under Joy Wing Mau, such as 'Joyvio Fruit'. They will introduce new products like blueberries, durians, and coconuts, including the Joyvio Snowball Coconut from Thailand, to share fresh fruits and promote friendship.

From the launch of new products to signing cooperation agreements, and from supply chain upgrades to joint achievements in the Belt and Road Initiative, the CIIE has become a crucial bridge for Joy Wing Mau to deepen its presence in the Chinese market and connect with global orchards. Anthony believes that the expo is a key platform for sharing China's opportunities and promoting high-quality development in the global fruit industry. Wu said that the expo brings together cutting-edge new products and technologies from around the world. Joy Wing Mau will use the expo as an innovation engine to deeply integrate technological innovation, sustainable development, and consumption upgrade trends, thereby unlocking new vitality in the Chinese market.