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From Ancient Delicacy to Global Trend: The Industrial Upgrade and Global Journey of Ningxia Goji Berries
While goji berries are widely cultivated across China, Ningxia goji berries stand out for their exceptional quality and have become the region’s most iconic specialty. As the core producing area of authentic Ningxia goji berries, also known as wolfberries, Zhongning enjoys over 3,000 hours of annual sunlight. The weakly alkaline soil, formed by the convergence of the Yellow River and Qingshui River, is rich in essential minerals and trace elements. These unique natural conditions have given birth to this distinctive “Magic Fruit.”
“Every single goji berry is hand-picked,” said Pan Tai’an, chairman of Ningxia Wolfberry Goji Industry Co., Ltd., a leading regional goji producer. “The goji trees blossom and bear fruit simultaneously, which means all berries must be harvested manually.”
“Thanks to Ningxia’s cool climate, pests and diseases are rare here. Still, we never use chemical fertilizers or pesticides. We only apply organic compost to guarantee the pure, natural quality of our goji berries,” he added.
From a Local Specialty to a Health and Lifestyle Trend
In China, Ningxia goji berries have been treasured as a medicinal and edible delicacy. It is the only goji variety officially listed for medicinal use in the Pharmacopoeia of the People’s Republic of China. The ancient Chinese medical masterpiece, the Shennong Ben Cao Jing (Classic of Materia Medica), documents their anti-aging properties. This profound cultural heritage has laid a solid foundation for Ningxia goji berries to enter international markets.
Today, this ancient red berry has gained unprecedented global popularity. Boasting powerful anti-aging benefits, high vitamin C content, and abundant antioxidants, Ningxia goji berries have become a trending “superfood” on international social media. Overseas consumers are willing to pay a premium for authentic Ningxia products, freeing the berry from its former identity as a niche, rustic specialty.
“Western researchers have long been studying the health benefits of goji berries, including immune enhancement, anti-tumor effects, and anti-aging properties. They call it a ‘superfood’ and extract its active ingredients for use in health supplements and cosmetics,” Pan Tai’an explains. “This inspired me to focus on deep processing, because that’s where the real value lies.”
For decades, the industry was held back by two major bottlenecks: the extreme perishability of fresh berries and underdeveloped deep-processing technology. To address these issues, the company invested six years in intensive R&D and successfully developed ambient-temperature preservation technology for goji puree. This pioneering breakthrough fills a technical gap and sets world-leading standards for the global goji industry.
To retain precious nutrients, fresh goji berries go through cleaning, pulping, sterilization and canning within two hours after harvest. This rigorous workflow best preserves key nutrients including goji polysaccharides, betaine and zeaxanthin to the greatest extent possible.
Powered by this core innovation, the company has produced over 100,000 tons of goji puree, with total sales exceeding 2 billion yuan (about 293 million U.S. dollars). More importantly, the technology has driven the construction of 50 high-standard production lines across Ningxia, marking a decisive shift – transforming the regional industry from raw material sales to high-value product manufacturing.
According to the latest data provided by the Goji Industry Development Center of the Ningxia Forestry and Grassland Administration, Ningxia’s goji marketing network covers more than 50 countries and regions spanning Southeast Asia, Europe, and the Americas. In 2025, Ningxia’s fresh goji berry output reached 200,000 tons, with the full industrial chain output value exceeding 21.3 billion yuan.
From Product Upgrade to a Global Cultural Brand
While technology-driven companies like Ningxia Wolfberry are deepening their presence in international supply chains, emerging players in the goji industry are reshaping the consumer perception of goji berries as “just a traditional medicinal herb.” As a leader in e-commerce, Ningxia Qilixiang Goji Co., Ltd. is dedicated to promoting this traditional tonic to the younger generation. Founded in 2009 by three university students with a startup fund of just 700 yuan from their living allowances, the company has now grown into a top-tier brand with annual sales exceeding 1 billion yuan.
To transform traditional wellness into a trendy lifestyle, Qilixiang has developed a variety of blended purees – such as goji-ginseng, red date-goji, and mulberry-goji – all paired with eye-catching packaging. Operating about 200 online stores, the company has consistently ranked first in e-commerce sales for goji products.
These Innovative, high-value-added products derived from goji berries – including goji puree, goji seed oil, and goji juice – are now enjoying immense global demand. Once viewed as a mysterious Chinese herbal remedy, Ningxia goji berries have now become part of daily life for middle-class families from New York to London, a favorite among Hollywood celebrities, and a common ingredient in premium restaurants worldwide.
The international reputation is built on rigorous quality control. To meet the highest global food safety standards for organic products, Ningxia goji companies adhere to the world’s most stringent regulations. For instance, Ningxia Wolfberry has held organic certifications from North America, the European Union and Japan for 21 consecutive years, earning a “green pass” to the global market. To date, its products have been exported to 33 countries and regions worldwide.
Today, Ningxia’s goji industry is no longer confined to production and sales; it is gradually embracing a diversified development model. With the establishment of goji art galleries, history museums, and experience centers, the industry is shifting from merely “selling products” to “selling scenery” and “selling culture,” growing into a multi-faceted and integrated economic driver.
The transformation of Ningxia goji berries reflects the progress and the rise of Chinese products and brands. It has evolved from a little-known northwest specialty and low-end raw material exporter into a global health trend and a modern, diversified industry fueled by technology, creativity, and culture. This journey mirrors the broader transformation of China’s traditional agriculture and the innovative drive of its real economy.
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CUHK’s Academic Excellence and Global Research Impact
CUHK’s academic rigour is further recognised in the 2026–27 Best Global Universities Rankings by U.S. News & World Report, where it ranks 28th globally and 5th in Asia, remaining Hong Kong’s top university for the fourth consecutive year. The University features 15 subjects in the global top 50, including five in the top 10, such as Education and Educational Research (#1), Gastroenterology and Hepatology (#2), Computer Science (#7), and Arts and Humanities and Artificial Intelligence (both ranked #9).
CUHK: Where Bold Ideas Become Impactful Research
CUHK provides an exceptional environment for impactful research, supported by approximately 300 research institutes and centres, alongside four state key laboratories approved by the Ministry of Science and Technology of China. Reflecting on the academic environment, Zhamilya Zhirenova, a PhD student in Biomedical Science from Kazakhstan, has deepened her expertise through her involvement with the Centre for Neuromusculoskeletal Restorative Medicine (CNRM), an InnoHK research centre CUHK established with Sweden’s Karolinska Institutet.
Unlike traditional research pathways, where students are often confined to a single university laboratory, Zhamilya gained extensive experience at Hong Kong Science Park, a dynamic setting that closely resembles industry. “It feels more like an industrial company,” she reflected, “and that experience has been invaluable.” For researchers with ambitions beyond academia, such early exposure to the pace and expectations of the biotech industry provides a distinct advantage.
Nurturing the Next Generation of Scientific Innovators
Many of CUHK’s scholars are globally renowned experts who have made significant breakthroughs in their respective fields. These experts provide valuable mentorship, cultivating an intellectually stimulating environment for innovative research.
At the Centre for Novostics, an InnoHK research centre dedicated to advancing molecular diagnostics, Yasine Malki, a Chemical Pathology PhD student from Hong Kong, highlighted mentorship as a defining aspect of his experience at CUHK. Benefiting from the mentorship of Professor Dennis Lo, CUHK’s Vice-Chancellor and President, and a pioneer in molecular diagnostics, Yasine collaborates with specialists in molecular technologies, bioinformatics, and clinician-scientists, exemplifying CUHK’s dynamic, multidisciplinary approach to medical science.
Through the latest global rankings, CUHK continues to demonstrate the impact of its research and scholarship. The University offers robust financial support to attract top-tier global talent, such as the Hong Kong PhD Fellowship Scheme (HKPFS) for the 2027–28 intake, which provides over HK$1.81 million (approximately US$232,420) in funding. Applications open on 1 September 2026.
Hashtag: #CUHK
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About CUHK
Founded in 1963, The Chinese University of Hong Kong (CUHK) is a leading comprehensive research university with a global reputation and world-leading rankings. Located in the heart of Asia, CUHK has a vision and a mission to combine tradition with modernity, and to bring together China and the West. The University has eight faculties: Arts, Business Administration, Education, Engineering, Law, Medicine, Science, and Social Science. Together with the Graduate School, the University offers over 300 undergraduate and postgraduate programmes. All faculties are actively engaged in research in a wide range of disciplines, with an array of research institutes and research centres specialising in interdisciplinary research of the highest quality.
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HKDL’s Immersive Interactive Experiences Win Guests’ Hearts Lucky Nugget Spin at Grizzly Gulch Surpasses 30,000 Participations
Immersive experiences fuel collectible merchandise craze and extend magical memories
HONG KONG SAR – Media OutReach Newswire – 11 July 2026 – In tune with the growing popularity of experiential travel and guests’ desire for participation and immersive experiences throughout their journeys, Hong Kong Disneyland Resort (HKDL) has been integrating retail with storytelling at the park through an endless flow of innovative interactive experiences and distinctive merchandise offerings. Emotional connections with guests are strengthened as merchandise is transformed into meaningful souvenirs interwoven with their Disney memories.
Launched in April this year at Grizzly Gulch, the Chip ‘n’ Dale Lucky Nugget Spin has recorded more than 30,000 participations as of the end of June, becoming one of the park’s most popular activities. Combining storytelling, live interactions, and surprises, the experience has been warmly received by guests and has further enhanced the atmosphere throughout the land.
David Koo, director of merchandise at Hong Kong Disneyland Resort, shared: ‘Today’s guests are looking for more than products; they want keepsakes that capture the stories and memories of their visit. Through interactive experiences, we hope to make merchandise a natural extension of the Disney park journey. Whether it is a plush toy, a pin or an accessory, the true value lies not only in the item itself, but in the magical moments and personal memories it represents.’
David Koo, director of merchandise at Hong Kong Disneyland Resort, is pictured in the center
This story- and interaction-driven strategy has been incorporated into various guest experiences across the resort. For example, in an engaging experience at the Popcorn Pop-Up Shop on Main Street, U.S.A., guests can reach into a giant popcorn bucket-themed installation to catch a “popcorn” and reveal the hidden Pixar pals plushie together with Disney cast members on the spot. Meanwhile, the Snow White Grotto, located beside the Castle of Magical Dreams, has introduced a new “Lock of Dreams” experience, offering guests a sense of ceremony and a souvenir to cherish.
Disney’s Classic Pin Trading Tradition Extends the Magic Beyond the Visit
Disney’s iconic Pin Trading tradition has long been an important part of how guests explore the park and connect with others. Reopened in June, Main Street Collectibles now features dedicated pin display areas designed to celebrate and elevate this beloved tradition. Guests can discover unexpected treasures while searching for favorite designs as they trade pins with Disney cast members and fellow collectors. More than just an addition to a collection, each pin carries unique memories and extends the guest journey.
More Than 3.5 Million 20th Anniversary Merchandise Items Snapped up
New Pixar and Marvel Experiences on the Way
Merchandise sales grew continuously during Hong Kong Disneyland’s 20th anniversary celebrations, which attracted a large number of local, mainland, and international visitors and concluded with fanfare in June. Since late June last year, the resort has sold more than 3.5 million 20th Anniversary-themed merchandise. Among them, about 600,000 units of the SouvenEARS collection have been snapped up. Meanwhile, the blind-box series inspired by attractions and themed lands achieved sales of more than 500,000 units during fiscal year 2025, demonstrating the continued popularity of merchandise with strong storytelling elements and collectible appeal.
Looking ahead, HKDL will continue to enrich the guest experience across the resort. New Pixar-themed and Marvel-themed experiences will be introduced, further expanding both entertainment and retail offerings. Through ongoing innovation, HKDL remains committed to meeting guests’ demand for more immersive experiences, enhancing its appeal to local, mainland, and international visitors, and strengthening its position as a leading travel destination in the region.
Hashtag: #HongKongDisneylandResort
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The HR Asia Awards are among Asia’s most prestigious annual human resources awards, recognizing organizations that demonstrate excellence in workplace culture and sustainable people development. Winners are evaluated using the TEAM (Total Engagement Assessment Model), which measures employee engagement, organizational trust, and workplace experience, drawing on benchmarking data from more than 2.5 million employees across 20,000 organizations throughout the region.
According to the independent assessment conducted for the HR Asia Awards 2026, Green SM significantly outperformed market benchmarks in the “Best Companies to Work for in Asia” category, achieving outstanding scores across several key dimensions, including technology enablement in the workplace (4.8/5), workplace sustainability (4.71/5), and diversity, equity, and inclusion (4.72/5).
A defining element of Green SM’s workplace culture is its unwavering commitment to the principle that “Every Voice Counts.” This commitment is embedded through comprehensive employee engagement initiatives, including regular internal surveys, 360-degree performance evaluations, and multiple feedback channels that transform employee insights into tangible improvements in policies, workplace practices, and operational excellence.
At Green SM, talent development is viewed not merely as an HR function but as a strategic driver of service excellence. The Company continues to invest comprehensively in recruitment, professional training, operational standardization, workplace culture, and structured career development pathways for its Green Drivers. In parallel, Green SM delivers continuous capability-building programs for managers and employees, combining practical learning with digital learning platforms to strengthen leadership and management capabilities and organizational agility in an evolving business environment.
Alongside its investment in people, Green SM has been progressively building a unified organizational culture across its international markets. Rooted in values established in Vietnam while embracing the diversity of local cultures and communities, the Company fosters an environment that encourages collaboration, continuous learning, and empowerment. This enables teams across different countries to uphold consistent service standards while remaining responsive to the unique needs of local customers and communities.
Green SM also received the Technology Empowerment Awards in recognition of its continued digital transformation in human resource management. Through the digitalization of HR processes, the development of competency frameworks, the expansion of digital learning ecosystems, and the integration of data-driven people management, the Company has streamlined repetitive administrative tasks, enhanced decision-making efficiency, and enabled employees to devote greater focus to innovation, customer experience, and superior service delivery.
Mr. Nguyen Quoc Tuan, Global Chief Executive Officer of Green SM, said: “Our people have always been the cornerstone of Green SM’s sustainable growth. We believe that when individuals are empowered by technology and united by shared values, our teams across every market can deliver exceptional experiences for our customers. These two awards affirm the direction we have taken and further strengthen our commitment to building a truly multinational organization with its roots in Vietnam.”
In 2026, Green SM aims to expand its global workforce and partner network to approximately 400,000 people worldwide. As the Company continues to accelerate its international expansion, it will further invest in talent development and technology-driven people management to build a highly capable global workforce, maintain consistent service excellence across markets, and advance its vision of becoming the world’s leading green mobility platform.
Hashtag: #GreenSM
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