As the 9th Goji Berry Industry Expo opened on June 14 in Zhongning County, farmers were busy harvesting the first goji berries of 2026. This region, located in the Ningxia Hui Autonomous Region, is the core production area for authentic Ningxia goji berries, benefiting from over 3,000 hours of annual sunlight and mineral-rich soil formed by the convergence of the Yellow River and Qingshui River.
Ningxia goji berries have long been prized in China as both a medicinal and edible delicacy, being the only variety listed in the Pharmacopoeia of the People's Republic of China. However, the industry faced significant bottlenecks: fresh berries are highly perishable, and deep-processing technology was underdeveloped. According to Pan Tai'an, chairman of Ningxia Wolfberry Goji Industry Co., Ltd., the company invested six years in R&D to develop ambient-temperature preservation technology for goji puree, a world-leading breakthrough. Fresh berries now go through cleaning, pulping, sterilization, and canning within two hours of harvest, preserving key nutrients like goji polysaccharides, betaine, and zeaxanthin.
This innovation has transformed the industry. The company has produced over 100,000 tons of goji puree, with sales exceeding 2 billion yuan (about 293 million U.S. dollars). The technology also drove the construction of 50 high-standard production lines across Ningxia, shifting the industry from raw material sales to high-value product manufacturing. According to the Goji Industry Development Center of the Ningxia Forestry and Grassland Administration, Ningxia's goji marketing network now covers more than 50 countries and regions. In 2025, fresh goji berry output reached 200,000 tons, with the full industrial chain output value exceeding 21.3 billion yuan.
Emerging players like Ningxia Qilixiang Goji Co., Ltd. are reshaping consumer perception. Founded in 2009 by three university students with just 700 yuan, the company now has annual sales exceeding 1 billion yuan. It operates about 200 online stores and has developed blended purees like goji-ginseng and red date-goji, targeting younger consumers with trendy packaging.
Goji-derived products including puree, seed oil, and juice now enjoy global demand. Once viewed as a mysterious Chinese herbal remedy, Ningxia goji berries have become part of daily life for middle-class families worldwide and a favorite among Hollywood celebrities. To meet global standards, companies like Ningxia Wolfberry have held organic certifications from North America, the European Union, and Japan for 21 consecutive years, exporting to 33 countries and regions.
The industry is also embracing diversified development, establishing goji art galleries, history museums, and experience centers, shifting from selling products to selling scenery and culture. This transformation reflects the broader rise of Chinese products and brands, evolving from a little-known northwest specialty into a global health trend driven by technology, creativity, and culture.
