From September 3-5, Joy Wing Mau Group made a dazzling appearance at Asia Fruit Logistica, unveiling its innovative exhibition pavilion themed ‘Floral & Fruitful World’. Through strategic partnership, signing ceremonies, cutting-edge forum insights, and a heartfelt global partners appreciation banquet, the group presented a multidimensional portrait of China’s leading fruit enterprise, joining hands with partners worldwide to co-build and share the global fruit value chain.
A gathering of global freshness: a pavilion that captivated with innovation
Staying true to its mission to ‘Maximise your value in China’, Joy Wing Mau Group created a vibrant fruit stage using eco-friendly renewable resins, integrating floral artistry, fresh produce, and sustainability into one harmonious showcase.
The exhibition pavilion featured its flagship brands – Joyvio Fruit and Joytree – alongside world-renowned strategic partners such as Zespri Kiwifruit, Rockit Apple, and Envy Apple. The display drew leading growers, global brands, and distribution partners, sparking multiple cooperation agreements on-site. It became a vivid window into the vitality of China’s fruit market and its vast opportunities for collaboration.
Deepening industry collaboration: breaking new ground in varietal innovation
On the opening day, Joy Wing Mau Group and New Zealand’s VentureFruit held a ceremony for the Tutti Apple partnership – the world’s first apple variety bred to withstand high-temperature climates.
In addition, Joy Wing Mau Group forged its first strategic partnership with the Wuxi’s Yangshan Peach, empowering this landmark fruit with a digital intelligence supply chain to enhance its standardisation and branding, injecting fresh momentum into rural revitalisation.
Sharing ‘fresh’ wisdom: a dialogue on sustainable fruit futures
This year marks the 30th anniversary of Asiafruit Magazine. As one of its most emblematic growth stories, Joy Wing Mau Group received high praise from Chris White, managing director of Asiafruit Magazine’s publisher Fruitnet Media International.
“China has empowered Asia to become one of the world’s most important fruit and vegetable markets,” said White. “Joy Wing Mau Group has played a pivotal role in driving the vibrant growth of the Chinese and Asian markets, and also in supporting the development of Asiafruit Magazine. We are honoured to have witnessed and participated in Joy Wing Mau Group’s achievements and the broader progress of Asia’s fruit and vegetable industry.”
Joy Wing Mau Group was also invited to speak at Asiafruit Congress, where it shared industry insights and practical experience. Konna Mu, general manager of the international procurement platform, reviewed the evolution of Asia’s fruit trade over the past three decades. He outlined Joy Wing Mau Group’s strategic footprint and achievements in the global fruit business, offering fresh perspectives on high-quality and sustainable growth for China’s fruit industry. Dani Geng, director of the blueberry product department, drew on Joyvio Blueberries as a case study, analysing the opportunities and challenges to Asia’s berry boom, and contributing fresh solutions for sustainable development.
‘We Strive, We Thrive’: a joyous banquet of fruits blossoms by Victoria Harbour
On the evening of 4 September, Joy Wing Mau Group hosted the 2025 Global Partners Appreciation Banquet. Blending paper artistry with the vibrant hues of fruit, the venue resembled a Chinese landscape painting — a vision of ‘Fruitful Mountains and Rivers, Shared Global Brilliance’. The immersive setting conveyed a message of shared harvests and mutual prosperity.
At the banquet, chairman & CEO Dr Jason Zhang expressed heartfelt gratitude to global partners and emphasised that in the face of China’s economic and market challenges, stakeholders should strengthen communication, collaboration, and coordination. Only through a more efficient and transparent value chain, and through closer partnerships, can the industry address global market fluctuations and jointly achieve long-term, healthy, and sustainable growth. Konna Mu, general manager of the international procurement platform, expanded on the banquet theme ‘We Strive, We Thrive’, offering deep insights into industry synergy.
Vice president Lum Lee analysed evolving consumer trends in the fruit market and discussed how to seize emerging opportunities.
Partner representatives Michael Jiang, president of Zespri Greater China, and David Axiotis, managing director of Asia Fruit Logistica, also delivered speeches, praising Joy Wing Mau Group’s track record of collaboration and expressing their aspirations for future achievements together. The evening, filled with warmth and unity, has built a valuable platform of consensus and joint progress among global fruit industry partners.
With its comprehensive showcase and high-calibre performance, Joy Wing Mau Group shone brilliantly at Asia Fruit Logistica 2025. Looking forward, the group remains steadfast in helping global partners unlock maximum value in China, striving to be the most trusted, valuable, and sustainable strategic ally. ‘We Strive, We Thrive’, and together, we write a new chapter of shared prosperity for the global fruit industry.
