From September 4 to 7, a delegation of seven people led by Oikawa Hiroshi, a professor from the Business School of Kansai University in Japan and member of the Japan Ningxia Friendship Association, visited Ningxia for an insight into the local goji industry.

During their stay in Ningxia, the delegation visited multiple goji enterprises in Yinchuan City and Zhongwei City, exploring the intricacies of corporate production, processing, and marketing. They spoke highly of Ningxia’s cultivation scale, stringent quality control, and robust brand development. Professor Oikawa, as a seasoned researcher in agricultural economics, observed that Ningxia’s goji products have evolved over time, now appealing to a younger and more fashion-conscious demographic with a particular fondness for goji-based snacks, a stark contrast to his earlier perceptions. With a growing interest in health and fitness among the Japanese public and the rising popularity of traditional Chinese medicine, he expressed the wish to introduce the goji berry for both dietary and medicinal purposes to the Japanese market. He would also introduce Ningxia’s successes in goji industry to Japan and was keen on seeking opportunities for collaboration in cultivation, processing, and marketing, in order to pave the way for Ningxia’s goji berry in Japan.

The Ningxia People’s Association for Friendship with Foreign Countries (NPAFFC) is committed to serving as a platform for people-to-people exchanges, and will follow up with the delegation’s efforts to promote Ningxia’ goji berry in Japan, so as to facilitate connections between the local goji industry association and potential business partners. This is aimed at expanding the global presence of Ningxia’s specialty and advantageous industries.

In addition to the visits, the delegation had productive exchanges with the faculty and students of the School of Foreign Languages and Cultures and the School of Economics and Management at Ningxia University.