Cross mountains and seas, the fruit chain gathers momentum; through partnership, new value and fresh journeys unfold. From September 3 to 5, Joy Wing Mau Group made a dazzling appearance at Asia Fruit Logistica 2025, unveiling its innovative exhibition pavilion themed “Floral & Fruitful World.” Through strategic partnershipsigning 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 group photo of the delegation of Joy Wing Mau Group at AFL
A Gathering of Global Freshness: A Pavilion that Captivated with Innovation
Staying true to its mission of “Maximize 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.
Joy Wing Mau Group showcasing a variety of premium fruits from around the world
Joy Wing Mau Group conversing with global partners
Deepening Industry Collaboration, Breaking New Ground in Varietal Innovation
On the opening day, Joy Wing Mau Group and New Zealand’s VentureFruit held the Ceremony of 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 standardization and branding, injecting fresh momentum into rural revitalization.
Joy Wing Mau Group and Yangshan Peach reaching a strategic partnership to jointly create new momentum in landmark fruit products
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 cases, Joy Wing Mau Group received high praise from Chris White, President of Asiafruit Group.He noted,“China has empowered Asia to become one of the world’s most important core fruit and vegetable markets. 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 honored 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 the Asiafruit Congress Forum, where it shared industry insights and practical experience.Mr. Konna Mu, General Manager of the International Procurement Platform, reviewed the evolution of Asia’s fruit trade over the past three decades, sharing Joy Wing Mau Group’s strategic footprint and achievements in global fruit commerce — offering fresh perspectives on high-quality and sustainable growth for China’s fruit industry; Mr. Dani Geng, Director of the Blueberry Product Department, drew on Joyvio Blueberries as a case study, analyzing the opportunities and challenges in Asia’s berry boom, and contributing fresh solutions for sustainable development.
Mr. Konna Mu, General Manager of Joy Wing Mau Group’s International Procurement Platform and Mr. Dani Geng, Director of Joy Wing Mau Group’s Blueberry Product Department, sharing their insights
We Strive, We Thrive
A Joyous Banquet of Fruits Blossoms by Victoria Harbour.
On the evening of September 4, 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 emphasized 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. Mr. 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 Mr. Lum Lee analyzed evolving consumer trends in the fruit market and discussed how to seize emerging opportunities.
Dr. Jason Zhang, Chairman & CEO of Joy Wing Mau Group, delivering a speech
Partner representatives — Mr. Michael Jiang, President of President of Zespri Greater China, and Mr. 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.
Mr. Michael Jiang, President of Zespri Greater China, delivering a speech
Mr. David Axiotis, Mr. David Axiotis, Managing Director of Asia Fruit Logistica, delivering a speech
Dinner toast
With its comprehensive showcase and high-caliber 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, to write a new chapter of shared prosperity for the global fruit industry.
