Hunan Changsha Agricultural Expo – Hunan Agri-Expo

The 26th China Central (Hunan) Agricultural Expo 2025 was successfully held from November 14 to 17 at the Changsha International Convention and Exhibition Center. Co-hosted by the Ministry of Agriculture and Rural Affairs and the People’s Government of Hunan Province, this year’s event was themed “Technology-Driven, Brand Empowerment, and Support for All-Round Rural Revitalization,” making it the most significant annual economic and trade gathering in the agricultural sector across central China.

Exhibition Area and Exhibitor Numbers Reach New Highs. The total exhibition area spanned 80,000 square meters, attracting exhibitors from 15 countries, including over a hundred overseas companies. Delegations from 17 provinces, municipalities, and autonomous regions across China participated, with more than 3,500 exhibiting enterprises showcasing over 30,000 varieties of renowned, specialty, high-quality, and innovative agricultural products. For the first time, the expo joined forces with the National Grain, Oilseed, and Soybean Industry Expo, creating a powerful synergy between a national-level industry showcase and a regional comprehensive exhibition, thereby elevating the platform’s overall standing.

Visitor Attendance and Transaction Outcomes Hit Record Levels. The expo drew over 189,000 professional buyers and general visitors. On-site retail sales exceeded RMB 600 million, while preliminary cooperation agreements and purchase orders totaled RMB 13.416 billion. The Provincial Department of Agriculture and Rural Affairs facilitated industrial-chain investment signings worth RMB 10.998 billion, and specialized promotional events organized by cities, prefectures, and industry associations secured additional contracts totaling RMB 1.838 billion. At the Vietnam Pavilion, on-site transactions reached RMB 260,000, with an additional RMB 54 million in preliminary cashew nut order commitments.

Smart Agriculture Emerges as a Key Highlight. The expo introduced, for the first time, a “New-Generation Productivity Zone,” systematically presenting cutting-edge advancements across three major pillars: smart regulation, smart production, and smart products. Smart regulation enables end-to-end traceability in livestock and aquaculture, poverty alleviation monitoring, and agricultural product quality assurance. Smart production focuses on key sectors such as rice, fisheries, and swine, with Zhonglian Smart Agriculture’s intelligent decision-making system precisely coordinating drone operations and automated machinery. Runnong Technology’s smart pig farm management system transforms traditional farming into a more labor-efficient and productive process. Innovative offerings like Longping High-Tech’s low-cadmium rice and specialized agricultural machinery tailored for hilly and mountainous regions were also prominently showcased.

International Exchanges and Cooperation Deepen Further. This edition featured South Africa and Laos as guest-of-honor countries, while exhibitors from Russia, Vietnam, Thailand, Australia, and over ten other nations brought distinctive local specialties. The Counselor of the South African Embassy in China lauded Hunan as a pivotal bridge for trade cooperation between South Africa and central China. The international pavilion effectively facilitated the cross-border flow of agricultural technologies, trade, and information, underscoring the expo’s commitment to integrating both “bringing in” and “going out” strategies.

Successful Producer–Consumer Matching Initiatives. The organizing committee launched a long-term “One-Time Participation, Year-Round Service” model, hosting 18 targeted matchmaking events prior to the expo—covering award-winning products, catering channels, and more—and arranging eight dedicated matchmaking sessions during the event. The 2025 Agricultural Wholesale Market Production–Consumption Cooperation Conference adopted a “themed roundtable + free negotiation” format, bringing together 20 county governments, 16 wholesale markets, and 30 supermarket chains to break through barriers hindering the export of agricultural products. Yongzhou City hosted a new-product launch event focused on high-quality agricultural development, securing project contracts worth RMB 1.15 billion on-site.

Brand Strategy Yields Remarkable Results. Many agricultural products achieved a stunning transformation—from humble local specialties to celebrated brand icons—through elegant packaging, innovative designs, and trendy marketing campaigns. The regional public brand “Xiangyin Good Products” was officially unveiled at the expo, while geographical indication products such as “Dongting Fragrant Rice,” “Hunan Tea Oil,” and “Yanling Yellow Peaches” became star attractions, vividly demonstrating the tangible benefits of branding in driving high-quality agricultural development.

“Agricultural Expo Dream Team” IP Sparks Enthusiastic Public Response. The expo innovatively introduced the “Agricultural Expo Dream Team” IP, centered around four eco-themed mascots, creating an immersive experience that is visually appealing, interactive, commercially viable, and enjoyable. Over a hundred livestreaming hosts and influencers took turns appearing, leveraging a multi-channel strategy of live broadcasts and short videos, amassing over ten million online viewers and generating cumulative online exposure exceeding 150 million impressions, with sales reaching RMB 34.105 million.

Strong Reactions from Exhibitors and Industry Participants. Luo Yue, Party Secretary and Chairman of Hongxing Industrial Group, remarked that the expo has shifted its focus from “transaction-centric” to “exhibition-centric,” yet public enthusiasm remains undiminished. Attendees agreed that, after more than two decades of evolution, the Central China Agricultural Expo has become a vital platform for showcasing agricultural achievements, connecting producers and consumers, and leading consumption upgrades—a strategic venue for businesses to present their products, engage with customers, identify emerging trends, and expand their presence in the central Chinese market.