From December 12 to 14, the "2025 Greater Bay Area Agricultural Products Trade Fair and Specialty Goods Expo" was grandly held at Guangzhou's Pazhou Exhibition Center under the theme "Promoting National Agricultural Products' Integration into the Greater Bay Area and Global Markets to Fully Support Rural Revitalization."
The expo covered over 20,000 square meters, bringing together more than 600 exhibitors from over 50 provinces and regions across China, along with 1,000+ premium agricultural enterprises. It featured four specialized exhibition zones—consumption assistance, rural revitalization industries, green/organic/geographical indication products, and origin-branded agricultural products—along with seven functional sections. Through product displays, supply-demand matching, and industry forums, the event created an efficient collaboration platform for regional agricultural brands.
Xinjiang's Shanshan County from Turpan showcased its regional brand "Shanxin Shanguo" (Heartfelt Fruits of Shanshan), presenting signature products like Red Concubine, Beauty Fingers, and Seedless White raisins. Yang Leilei, Brand Director of Xinjiang's Agricultural Product Brand Development and Marketing Service Center, highlighted Shanshan's unique natural advantages during the brand promotion session. The products, embodying profound Silk Road heritage and exceptional quality, attracted numerous buyers and visitors for sampling.
Located on the eastern edge of the Turpan Basin with the Flaming Mountains running through it, Shanshan is China's only oasis city bordering a desert "zero-distance" and a key Silk Road hub. Benefiting from 3,000+ annual sunshine hours, >20°C diurnal temperature variation, and nourishment from Tianshan snowmelt, the region produces nationally renowned grapes and Hami melons. As "China's Hometown of Seedless White Grapes" and "Land of Melons and Fruits," Shanshan's 2,000-year grape cultivation history now fuels rural revitalization through the "Shanxin Shanguo" brand.
At the expo's 10B50 booth, displays featured Seedless White, Beauty Fingers, and Sapphire raisins. The plump Red Concubine raisins, naturally translucent Green Concubine varieties, and elongated sweet Beauty Fingers exemplified Shanshan's core grape-producing terroir. Combining traditional drying techniques with modern processing, the raisins preserve natural flavors while ensuring cleanliness, surprising tasters with their inherent sweetness—often mistaken for added sugar.
In 2024, Shanshan's modern agricultural industrial park entered China's national-level park project list. Spanning 1.4 million mu (≈93,333 hectares) across 5 townships and 45 villages, the park focuses on grapes and Hami melons, driving full-chain agricultural upgrades. With 280,300 mu (≈18,687 hectares) of vineyards producing 690,500 tons annually—16% of Xinjiang's total grape output—the region grows 95% Seedless White varieties, earning its "China's Grape Holy City" title.
The "Shanxin Shanguo" brand implements comprehensive quality control, with 90% of local agricultural products in the safety traceability system and 100% inspection pass rates for consecutive years. Current infrastructure includes 4,300 mu (≈287 hectares) of smart irrigation systems, 40,000 mu (≈2,667 hectares) of vineyard structure upgrades, and five Hami melon demonstration gardens. Leveraging Guangzhou's Belt and Road hub status, Shanshan plans to expand globally via China-Europe freight trains and Hong Kong-Macao cold chains while developing agritourism—including Silk Road vineyard study tours and desert oasis picking experiences—to transition from "selling products" to "selling experiences."
As Belt and Road initiatives advance, brands like "Shanxin Shanguo" are poised to shine internationally. From Turpan's oasis to the Pearl River Delta, this Greater Bay Area debut not only carries millennia of Silk Road legacy but also showcases Xinjiang's modern agricultural progress. As the brand's invitation states: "Welcome to Shanshan—experience Silk Road charm and nature's bounty." In China's agricultural modernization drive, these humble raisins are becoming vital links in east-west collaboration, injecting new vitality into rural revitalization.
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