Although China's edible mushroom production accounts for more than 75% of the global total, there are still significant weaknesses in each link of the industrial chain:
Production: The automation level of small and medium - sized production enterprises is low, and the iteration of strain R&D and industrial cultivation technology is insufficient, resulting in uneven product standardization.Trade: Exports rely on primary processed products, the added value of deep - processed products is low, and there is a lack of in - depth understanding of overseas terminal consumption scenarios.
Equipment: There is a generational gap between domestic mechanical equipment and the international advanced level in terms of intelligence and energy - saving. The import dependence on high - end equipment is as high as 60%.
Brand Building: More than 90% of enterprises still mainly adopt the OEM model. The international exposure of self - owned brands is insufficient, making it difficult to establish consumer mental awareness.
Customer Acquisition: More than 90% of enterprises do not know how to acquire overseas customers. Their cognition and operation skills need urgent adjustment.
As the core engine of the internationalization process of China's edible mushroom industry, the Innovation Expo of the Whole Industrial Chain of Edible Mushrooms will focus on four value dimensions in the long term:
Resource Integration Platform: It brings together more than 600 leading enterprises in the whole chain of production, processing, equipment, scientific research, and retail terminals to create a trinity ecosystem of "technology display + trade docking + trend release".
Market Education Window: Through modules such as the AI interactive exhibition area and the cross - border e - commerce practical case exhibition, it systematically presents the upgrading achievements of China's edible mushroom industry to global buyers.
Policy Docking Hub: It cooperates with government departments to release the White Paper on the Edible Mushroom Industry, simplifies the customs quarantine process, and reduces the compliance cost for enterprises to go global.
Skill Training: It provides offline customer - acquisition training for members and planting skill training for international partners, and provides regular empowerment.
The China Chamber of Commerce of Foodstuffs and Native Produce, established in 1988, has long been responsible for industry coordination, standard - setting, and international rights protection. Its Edible Mushroom Sub - Chamber has more than 100 core member enterprises, covering more than 80% of the national export share. The key tasks from 2025 to 2026 include:
Brand Globalization Plan: Set up a special fund to support enterprises in completing the application for key qualifications such as EU organic certification and US FDA registration.
Digital Infrastructure: Cooperate with Xiamen JuYe Creative to build the "Global Edible Mushroom Digital Marketing Center". Through the use of a multilingual intelligent customer service system and an AI industry knowledge base, it provides all - round support for enterprises in the industry.
Scenarios - based Marketing: Customize differentiated promotion plans for healthy food stores in Europe and America, community supermarkets in Southeast Asia, and halal food channels in the Middle East.
Three Trends in the Global Edible Mushroom Market
Healthy Consumption as a Necessity: In 2025, the market size of functional mushroom extracts is expected to reach $12 billion, with an annual compound growth rate of 11.3%.
Greening of the Supply Chain: The EU is about to implement the Food Carbon Footprint Labeling Regulation, forcing production enterprises to upgrade low - carbon production technologies.
Fragmentation of Channels: The proportion of social e - commerce in food procurement in emerging markets has risen from 18% in 2020 to 37% in 2025.
Upgrade of Intelligent Infrastructure: Reconstruct the multilingual official website, integrate the AI knowledge base and chatbot, and support real - time interaction in 6 languages including English, Spanish, Arabic, Japanese, and Korean.
Precise Advertising Placement: Cover the search traffic of 160 countries worldwide through Google Ads, and use Facebook/Instagram to target vegetarians and health - conscious consumers. Yandex is used to deeply cultivate the Russian - speaking market.
Breakthrough in Social E - Commerce: Open the official account "China MushroomDays" on TikTok to publicize the Innovation Expo of the Whole Industrial Chain of Edible Mushrooms. Next, overseas food bloggers will be invited to carry out mushroom cooking challenges. Just after its launch, the average exposure of a single video exceeded 200,000 times.
Industry - University - Research Collaboration: Establish the "Edible Mushroom Deep - Processing Research Institute" with enterprises and universities, and launch 3 instant - eat mushroom snacks that meet the tastes of Europe and America within the year.
Talent Cultivation: Conduct offline practical training in 15 countries and export China's industrialized management experience and cross - border e - commerce operation methodology.
Ecological Co - Construction: Cooperate with international mushroom associations and societies in various countries to jointly release the Blue Book on the Global Edible Mushroom Industry and gain the right to speak in industry standards.
2025 Xiamen International Mushroom Festival:
Leading the Globalization of China's Mushroom Industry with Digital Empowerment and Global StrategyGlobal Audience Invitation System: Precise Reach to 160 + Countries, Building an International Industrial Ecosystem
As a leading enterprise in the field of exhibition audience invitation in China, Xiamen JuYe Creative Technology Co., Ltd. (hereinafter referred to as "JuYe Creative"), with its experience in serving more than 800 exhibitions, has customized a full - link solution covering "website - building - promotion - conversion - service" for the Mushroom Festival. Through the construction of a multilingual adaptive official website, the organizer has achieved a one - stop access experience for global users. With the help of JuYe Creative's intelligent data center, it conducts accurate portrait analysis of industry buyers, distributors, and research institutions in more than 160 target countries to ensure the accuracy of invitation reach.
Localized Content Marketing: From "Language Adaptation" to "Cultural Resonance": In response to the cultural differences in different markets, the organizer, in cooperation with JuYe Creative, has developed customized landing pages in 6 languages, including English, Spanish, and Arabic. These pages not only contain the core information of the industry exhibition but also enhance the user's sense of identity through local language design elements. Data shows that the conversion rate of multilingual landing pages has increased by 21% compared with the previous ones, and the registration volume in emerging markets (such as Latin America and the Middle East) has increased by 67%.
Intelligent Chatbot: The 7×24 - hour Global Service Hub: The AI chatbot provided by JuYe Creative integrates the "Mushroom Industry Knowledge Graph" and can automatically identify the user's identity (such as purchaser, researcher, or media) and provide personalized answers based on their needs. For example, when a purchaser asks about strain suppliers, the robot not only recommends exhibitors but also displays product certifications, logistics partners, and other information. Researchers can directly obtain the schedule of technical forums and the contact information of scholars. The robot supports real - time interaction in 120 languages, has served more than 10,000 consultations, and has a user satisfaction rate of 91%.
Programmatic Advertising Placement: Precise Coverage of Core Audiences: Through the linkage of the Google Ads and Meta (Facebook/Instagram) platforms, the organizer has developed differentiated placement strategies for different regions:
European and American Markets: Highlight series of content such as "Sustainable Mushroom Solutions", focusing on themes such as environmentally - friendly planting technology and functional food.
Southeast Asian Markets: Highlight "Affordable Agri - Tech Partnerships" to promote cost - effective equipment and strain cooperation.
Middle East and African Markets: Focus on "Vertical Farming Innovation" to showcase industrialized planting solutions suitable for arid regions.
The advertising materials adopt the Dynamic Creative Optimization (DCO) technology, which automatically combines copywriting, pictures, and CTA buttons to increase the click - through rate by 28% and reduce the unit user acquisition cost by 19%.
TikTok Global Promotion Plan: Content Marketing for Out - of - the - Box Promotion: To attract the younger generation of international buyers and let more international buyers who want to start a business understand the Chinese mushroom industry, the organizer has opened a homepage on TikTok. In the next stage, it will launch the #MushroomRevolution topic challenge and invite global agricultural KOLs and healthy lifestyle bloggers to create short videos to showcase the innovative applications of mushrooms in fields such as alternative protein and biomaterials. At the same time, it will cooperate with exhibitors to carry out "factory - exploration live broadcasts" to answer overseas audiences' questions in real time. During the event, the playback volume of TikTok - related videos exceeded 200,000 times in one week, driving a 2.1 - fold increase in official website traffic.
Cross - Border E - Commerce Linkage: Connecting the "Exhibition + E - Commerce" Dual Engines to Boost Enterprise Globalization
TikTok Incubation Plan: For small and medium - sized exhibitors, the organizer, in cooperation with JuYe Creative, provides a "Mushroom Festival - Exclusive Green Channel" for enterprises preparing to go global.
In - depth Cooperation with B2B E - Commerce Platforms: To serve the needs of bulk purchases, the organizer will launch the "Online Exhibition Area Synchronous Preview" function on the official website. After browsing products on the official website, purchasers can directly jump to the enterprise's B2B store to place orders, achieving a closed - loop experience of "exhibits are goods".
As a digital marketing expert serving more than 1,000 enterprises going global, Matchpages has launched a cross - platform dialogue marketing cloud based on chat software.
AI - Powered Intelligent Customer Service System: It responds to overseas consultations 7×24 hours a day. The problem - solving rate is increased by 70% compared with the traditional mode, and the lead conversion cycle is shortened to 2 hours.
As an institution directly under the management of the Ministry of Commerce of China, the China Chamber of Commerce of Foodstuffs and Native Produce is the largest agricultural product industry organization in China, responsible for the coordination, service, promotion, and rights protection of national agricultural product import and export trade. It currently has more than 6,000 member enterprises.
The Edible Mushroom and Products Sub - Chamber of the China Chamber of Commerce of Foodstuffs and Native Produce, established in 2002, is fully named the Edible Mushroom and Products Import and Export Sub - Chamber. It is mainly responsible for the coordination, service, promotion, and rights protection of the national edible mushroom import and export trade business. It has more than 100 large - scale backbone member enterprises engaged in the production, processing, circulation, and trade of edible mushrooms in China, covering more than 80% of the national export share.
In the future, the organizer will continue to deepen the "technology + ecology" strategy. On the one hand, new technologies such as AI Agent will be introduced to help Chinese local enterprises build various mushroom food brands. On the other hand, a global mushroom industry alliance will be constructed to promote the mutual recognition of standards and the sharing of technologies, enabling China to transform from a "mushroom - producing country" to a "mushroom - powerful country".
When global consumers purchase Yunnan matsutake with traceability labels in Paris supermarkets, when North American families place orders for Fujian tremella soup through TikTok live broadcasts, and when Middle Eastern purchasers lock in Zhejiang lentinus edodes suppliers within 10 minutes with the help of the AI customer service system - these scenarios are the concrete microcosms of China's edible mushroom globalization strategy two years later. The Xiamen International Mushroom Festival is not only an industry event but also a key turning point for Chinese agricultural product brands to move from "behind the scenes" to "front stage". Through technical empowerment, ecological co - construction, and cultural breakthrough, China's edible mushroom industry is integrating into the global value chain with a more confident attitude.
The globalization practice of the 2025 Xiamen International Mushroom Festival proves that the way for China's agricultural industry to go global must rely on the penetration of digital technology and the cohesion of ecological cooperation. Through precise audience invitation, innovative digital marketing, and practical e - commerce empowerment, Chinese mushroom enterprises are writing a new coordinate in the global industrial chain with a more confident attitude. In the future, with the in - depth exploration of the markets along the "Belt and Road" and the release of the RCEP policy dividend, the story of Chinese mushrooms will surely appear on the world stage with the image of enterprises, which is the standard paradigm of China's food industry upgrading.
