Date：May-December 2025

Cities: Guangzhou, Chengdu, Shanghai, Shenzhen.

Background

Driven by the dual forces of the Rural Revitalization Strategy and the development of agricultural branding, China’s agriculture sector is rapidly transitioning from “scale expansion” to “quality upgrading”. The 2025 Nationwide Roadshow for High-Demand Regional Brand Agricultural Products is designed to align with the national “Premium Agricultural Brand Cultivation Plan (2022-2025)”, aiming to address the challenge of regional brands being “high in quality but low in recognition” and to foster deeper connections between premium agricultural products and markets. 

Currently, the trend of consumption upgrading is evident, with consumers’ demand for unique and health-oriented agricultural products continuously rising. National policies, such as the “Implementation Plan for Supporting Poverty-Stricken Areas in Building Regional Brands”, have further emphasized the importance of empowering agricultural value chains through branding, providing policy support and resource guarantees for the roadshow. 

The 2025 Nationwide Roadshow for High-Demand Regional Brand Agricultural Products will focus on key consumer markets, under the theme of “Savoring Regional Agricultural products, Sharing National Treasures.” It plans to cover major consumption hubs such as Shanghai, Guangzhou, Chengdu, and Shenzhen. Through a comprehensive model of “promotion + exhibition + experience,” the roadshow will establish a platform for business matchmaking, driving regional brands from “local recognition” to “national recognition.” By enhancing farmers’ incomes and industrial upgrading, the roadshow will promote the integration of agriculture with tourism, e-commerce, and other sectors, boosting brand visibility and market competitiveness. This initiative will inject new momentum into the high-quality development of regional brands.