China once again emerged as the country with the strongest presence at the fair, reflecting the rapid expansion of its fruit and vegetable sector. Alongside traditional varieties, Chinese exhibitors drew the attention of international visitors with innovative and visually striking fruits, such as yellow-skinned watermelons and strawberry-flavored apples.
Packaging with a cultural seal
In the field of packaging, changes are also evident. While premium gift boxes enjoyed strong demand in the local market a few years ago, the appetite for elaborate gift packaging is now waning. Consumers are leaning towards more practical and minimalist designs, though still with a marked cultural touch. Many producers are incorporating traditional Chinese characters and symbols to reinforce their brand identity and capture the attention of international clients.
North America looks to grow in asia
Exhibitors from the United States highlighted that, although packaging becomes less relevant in bulk trade, retail consumers place high value on the convenience of ready-to-eat formats. Pomegranate arils, especially popular in Korea and Japan, are a prime example.
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California blueberries also stood out, with strong demand in Taiwan and Japan, while companies are already working to expand into Southeast Asia, targeting markets such as Singapore, Malaysia, Thailand and Indonesia.
Brazil expands horizons
The recent opening of the Chinese market for Brazilian table grapes and advanced negotiations for lemons confirm the country’s strong export potential in Asia. In addition to grapes and citrus, Brazil is looking to consolidate the presence of mangoes and melons.
Latin America and Europe strengthen ties
Chile continues to position Asia as its leading destination in both value and volume, while Ecuador maintains the continent as a priority market for its bananas. Mexico, for its part, already exports avocados to Japan and China and is working to further expand its access to the Asian giant.
In Europe, Italy showcased its strength with around twenty exhibitors, mainly from the machinery sector. For Italian companies, Hong Kong remains a strategic gateway to Asia thanks to its ties with Europe and the absence of language barriers. Apples took center stage with the presentation of a new variety grown in the Dolomites and transported by cable car to the warehouse—an eye-catching detail that captured visitors’ interest.
