The opening ceremony of the 9th Goji Berry Industry Expo on June 14 in Zhongning County, Ningxia, marks a significant milestone for the region's goji berry industry, which has evolved from a traditional medicinal herb into a global health and lifestyle trend. With over 3,000 hours of annual sunlight and unique soil conditions, Ningxia's goji berries, particularly those from Zhongning, are renowned for their exceptional quality. The industry's transformation is driven by technological advancements and a focus on high-value products.
Historically, Ningxia goji berries have been treasured in China for their medicinal properties, documented in ancient texts like the Shennong Ben Cao Jing. Today, they are celebrated internationally as a superfood, rich in antioxidants and vitamins. Pan Tai'an, chairman of Ningxia Wolfberry Goji Industry Co., Ltd., highlights the shift from raw material sales to deep processing. The company invested six years in developing ambient-temperature preservation technology for goji puree, a world-leading innovation that retains nutrients such as goji polysaccharides and zeaxanthin. This breakthrough has led to the production of over 100,000 tons of goji puree, with sales exceeding 2 billion yuan (about 293 million U.S. dollars). The technology has also spurred the construction of 50 high-standard production lines across Ningxia.
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. The industry's success is further exemplified by Ningxia Qilixiang Goji Co., Ltd., an e-commerce leader that started with just 700 yuan and now achieves annual sales over 1 billion yuan. Qilixiang has developed innovative blended purees and operates about 200 online stores, consistently ranking first in e-commerce sales for goji products.
Quality control is paramount, with companies like Ningxia Wolfberry holding organic certifications from North America, the European Union, and Japan for 21 consecutive years. Their products are exported to 33 countries and regions, meeting the world's most stringent food safety standards. The global demand for goji-derived products, including goji puree, seed oil, and juice, has made Ningxia goji berries a staple in middle-class households from New York to London.
The industry is also diversifying into culture and tourism, with goji art galleries, history museums, and experience centers emerging. This shift from selling products to selling culture reflects the broader transformation of China's traditional agriculture. The journey of Ningxia goji berries—from a little-known northwest specialty to a global health trend—mirrors the innovative drive of China's real economy.
