It is not about the quantity of reports, but whether we can investigate real issues, tell the truth, and provide genuinely valuable insights for local governments and enterprises.

First Report

"2026 Annual Observation Report on Regional Brand Building of Chinese Edible Mushrooms"

Speaker: Li Linchun

First and foremost, this report must be fully compliant with laws and regulations, strictly adhering to the requirements of relevant state departments regarding the standardized operation of trade associations and chambers of commerce.

No evaluations, no rankings, no fees, no plaque awards, and strictly no disguised brand value ordering. The report will adhere to public welfare, professionalism, and objectivity, supported by public, real, and verifiable data.

It will focus on brand governance, quality standards, supply chain construction, market channels, and cultural expression—helping major edible mushroom production areas assess their foundation, identify strengths, uncover shortcomings, and explore how regional brands should be constructed, managed, and translated into real market value.

Second Report

"Understanding Mushrooms in China: The Chinese Answer of a Button Mushroom — 2026 China Agaricus Bisporus Consumption Insight Report" (Tentative Title)

Speaker: Mr. Mark O
Head of Asia-Pacific Region, Sylvan

In the past, we focused mostly on how to cultivate more mushrooms at higher quality and lower cost, but rarely ventured into the consumer end to earnestly analyze why consumers buy or refrain from buying, what they prefer, and what concerns them.

Growing mushrooms is only the first step; the industrial chain completes its loop only when consumers are willing to purchase consistently.

This report aims to re-examine the next steps for China's Agaricus bisporus industry from the end-consumer perspective.

Third Report

"Setting Off Anew — Building a Globally Oriented Comprehensive Service Platform for China's Edible Mushroom Whole Industry Chain"

Speaker: Liu Ziqiang

Through this report, I wish to clarify three core questions for the industry:

• Why do we need to build a comprehensive service platform for China's edible mushroom industry chain?
• What can this platform accomplish for local governments and mushroom enterprises?
• Where lies our true core competitiveness?

The platform mentioned here is not merely building a website or organizing a few conferences, but establishing a year-round operational industry service mechanism.

For local governments: Assisting in industry research, project planning, investment attraction, regional brand building, and supply chain enhancement;

For mushroom enterprises: Helping find markets, orders, buyers, technologies, equipment, talent, and strategic partners;

For China's edible mushroom industry: Driving products, spawn, equipment, technologies, standards, and talent overseas, while introducing advanced foreign technology, high-quality resources, and real global market demands.

We are not an ordinary exhibition company or a temporary conference organizer.

Behind us is the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-products (CFNA), a national-level chamber of commerce. Import and export trade, international exchange, overseas channels, and helping enterprises go global represent our platform advantages as well as our primary responsibility.

Our team has been deeply rooted in the edible mushroom industry for a long time. We understand the laws of industry development, the concerns of local governments, the challenges of enterprise survival, international trade rules, and changes in overseas markets.

More importantly, we bridge local governments, research institutes, manufacturers, equipment suppliers, domestic and international buyers, and professional service institutions—turning information into demands, demands into matchmakings, and matchmakings into tangible projects and orders.

The Xiamen Expo is merely the gateway, not the destination.

What we truly strive for is to convert a three-day exhibition into a year-round service, a single meeting into long-term cooperation, and years of accumulated domestic and foreign resources into visible, tangible, and actionable results for local governments and mushroom enterprises.

These three reports essentially aim to answer three questions:

• How can a region transform its edible mushroom resources into strong brands and industries?
• How can a single mushroom truly reach consumers' dining tables?
• How can a national trade chamber help China's mushroom industry connect with and expand into the world?

Morning of September 20, Xiamen Fliport Exhibition Center.

We sincerely invite all industry colleagues to stay after the opening ceremony, sit down, and listen carefully. Your constructive feedback and guidance are most welcome!