Asia Fruit Logistica concludes, showing changing trends for Chinese exhibitors

The Asia Fruit Logistica Exhibition, held from September 3 to 5 in Hong Kong, concluded successfully. The event attracted more than 760 companies from 43 countries, with China once again leading the way with over 300 exhibitors. After disruptions caused by typhoons in the past two years, this year's edition benefited from clear skies and favorable conditions throughout the three-day show.

Chinese exhibitors expressed general satisfaction with the event, particularly the booth arrangements and visitor quality. Compared with Fruit Logistica in Berlin, Chinese companies enjoyed more prominent booth placements, which facilitated interaction with clients. Many exhibitors praised the number and quality of visitors on the opening day. Although the second day was less busy, overall visitor traffic and engagement were considered positive. The final day saw lighter traffic, with many exhibitors visiting each other and beginning to dismantle booths in the afternoon.

As in previous years, leading brands showcased large, custom-built stands. Reemoon displayed multiple models of its sorting machines, with its latest fully automated intelligent packaging system drawing particular attention. Booths from major players such as Joy Wing Mau, Dole, and Pagoda also attracted a steady stream of visitors.

Chinese-Style Atmosphere

A notable feature of this year's exhibition was the creative use of Chinese cultural elements. Some exhibitors invited Peking Opera performers for photo opportunities, while others employed sculptors to craft intricate watermelon carvings that drew large crowds. Calligraphy demonstrations also attracted visitors, with calligraphy works presented as gifts to trade partners.

Beyond booth activities, more Chinese companies are integrating traditional cultural elements into their packaging designs, such as depictions of figures in ancient attire, aiming to capture the interest of international consumers.

Harvest Delays on Many Fruits

Because many autumn fruits had not yet reached harvest, local export displays focused mainly on seasonal staples or long-storage varieties such as citrus, pomelo, pear, apple, and grape. This year's cold spring caused delays in southern harvests, affecting citrus and pomegranates in particular. Pomegranate harvesting is nearly a month behind schedule. Yunnan lemons have only just entered the market, while Sichuan lemons are still pending harvest. Lemon prices remain high, with strong competition expected, particularly from South African imports.

Increasing Export Competition

Exporters noted that domestic competition has intensified in recent years, pushing up local prices. To stay competitive, many producers are targeting overseas markets, especially in Southeast Asia. However, this shift has increased competition abroad, compressing export prices and reducing profit margins. To compete effectively, Chinese exporters are offering more cost-competitive products, while major brands are pursuing international certifications to gain access to markets in the U.S. and Europe.

Food safety standards were highlighted as a key factor in global trade, with exhibitors emphasizing the importance of improving product safety and quality to attract international buyers and maintain market competitiveness.

Shifting from B2B to B2C

As in past years, leading brands maintained dedicated booths, but a shift in strategy was apparent. Some established brands have exited, while emerging brands are stepping in. Market perceptions are also evolving. In the years after the pandemic, premium domestic fruits were in high demand, often priced above imports, leading to increasingly fierce market competition. Recently, however, more companies have shifted focus to affordable, high-quality fruits that appeal to a broader consumer base.

Retail leaders commented that after years of building recognition overseas, their brands now enjoy solid reputations with international buyers. Looking ahead, they plan to invest more in the domestic market by strengthening awareness among local consumers. Many brands are increasing promotion on platforms such as RedNote and Douyin to boost consumer engagement at home.

Changes in Locally Grown Varieties

Shifts in consumer demand have reshaped the domestic fruit market. Shine Muscat grapes, once a star product, have faced oversupply due to overproduction and competition from imports, leading to weaker demand. In contrast, Yunnan blueberries and avocados are gaining momentum. Exhibitors showcased these emerging varieties, which attracted strong interest from overseas buyers. Yunnan blueberries, in particular, are gaining market share thanks to their high-altitude climate, which produces sweeter and more flavorful fruit, combined with shorter shipping times.

Next to blueberries, several Yunnan avocado companies, many first-time exhibitors, also presented their products. One exhibitor explained that locally grown avocados first reached the market two years ago in small volumes but were well received. Thanks to shorter transport times, Yunnan avocados taste fresher than imports from South America, do not require artificial ripening or preservatives, and have a longer shelf life. As the trees mature, yields are increasing, attracting more companies to the sector.

Cherry tomatoes were another highlight, with exhibitors presenting a range of varieties. Favorable climates in provinces such as Gansu and Yunnan have supported greenhouse cultivation of imported varieties, contributing to growing market diversity.

Chinese-inspired Packaging

A few years ago, elaborate fruit gift boxes were popular in China's high-end fruit market. Today, however, excessive packaging is declining as brands adopt more practical and minimalist designs. At the same time, many companies are emphasizing cultural resonance by incorporating traditional Chinese elements, such as ancient costume motifs, into their packaging to appeal to international consumers.