At the current rate, breaking 200 is virtually guaranteed. Will it exceed 300 in the end? I am looking forward to seeing it myself.

Why are there significantly more foreign guests this year? It is neither sudden nor a stroke of luck.

In April, we organized a delegation to the Dutch Mushroom Days; in May, another delegation attended the Russian Mushroom Days. Step by step, we traveled, observed, met new partners, promoted China's edible mushroom industry, and invited international friends to Xiamen.

For this year's Xiamen event, besides continuous promotions in the professional journal Mushroom Business, we allocated over 300,000 RMB to hire professional marketing agencies for overseas outreach. Professional work should be handled by professionals.

International exchange and global corporate expansion are our core strengths and the focus of our future work.

Going Global Requires Overcoming at Least "Three Passes"

Let me speak directly. True "internationalization" is never just taking photos with a few foreigners in China, nor is it buying a booth abroad for a quick tour.

These past few days, my Russian friend Andrey and I have been discussing a key question: Selling products into Russia and genuinely entering the Russian market are two completely different things.

I am increasingly convinced that corporate globalization requires passing three stages:
First, getting products in;
Second, getting channels in;
Third, and most challenging—integrating into the local culture.

Selling products is relatively easy; securing channels can always be solved. The real hurdle is cultural integration.

Do you understand local consumer habits? Do you know how locals conduct business and build trust? Can local customers truly accept your products, packaging, brand, services, and communication style?

Many things we take for granted might be completely different in another country and culture. That is why I feel strongly: the main difficulty of going global is not shipping products, but penetrating the culture.

Many Chinese companies fail abroad not due to poor products or uncompetitive prices. Often, products enter while people do not; channels connect while trust remains unbuilt; transactions occur once without cultural integration. In the end, it remains a one-off deal.

Bringing Real Overseas Market Experts to Xiamen This Year

True globalization extends beyond exports. Products and channels must enter, trust must be established, and cultural integration must follow. Only then can a business establish a lasting presence abroad.

This is why I specifically want to invite individuals who truly understand overseas markets to Xiamen this year—not to give pleasantries, but to share real insights with Chinese enterprises:

• How do Europeans actually do business?

• What are the real entry barriers in overseas markets?

• Why do international clients trust you, and what makes them leave?

• Which specialty mushrooms truly hold market potential, rather than just our assumptions?

These insights are where the real value lies.

Our objective in Xiamen this year is clear and straightforward: bring in genuine foreign professionals and guide competitive Chinese enterprises out.

Connecting people, markets, channels, establishing trust, and bridging culture. This is what true internationalization means to us.