INC Highlights China’s Strategic Importance and Unveils AI Virtual Ambassador ‘Ku Guo Er’

At the recent 2026 CFNA China International Tree Nuts Conference, International Nut and Dried Fruit Council chairman Ashok Krishen and executive director Goretti Guasch delivered two keynote speeches systematically outlining the INC’s global development strategy, its 2026–2030 strategic goals and its strategic plans, highlighting China’s importance as a key market. The organization also unveiled its AI virtual ambassador “Ku Guo Er.”

INC Global Overview and Three Strategic Goals

Krishen noted in his speech that the INC has grown into a truly global organization, with over 1,000 members spanning 88 countries and regions, representing the collective interests of the global nut and dried fruit industry, which is valued at approximately $63 billion. The INC works with partners across the industry to encourage knowledge exchange and international cooperation. China’s evolving market, production capacity and consumer trends continue to create opportunities for dialogue and collaboration between Chinese and international industry stakeholders.

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Looking ahead to 2026-2030, Krishen outlined the INC’s three strategic priorities:

1. Increase global consumption and market access: Drive global consumption and increase market access to maintain a healthy balance between supply and demand by engaging consumers in key regions and advocating for free trade.
2. Obtain a health claim and update dietary guidelines: The INC is pursuing the development of an INC health claim for nuts and advocating for updates to dietary guidelines to educate consumers about the health benefits of natural dried fruit.
3. Advance sustainable practices in the nut and dried fruit industry: Position the INC as the global leader in pioneering and advancing sustainable practices across the nut and dried fruit industry through the INC Sustainability Institute and Certification.

Regarding the Chinese market, Krishen pointed out that China accounts for about 800,000 metric tons, or roughly 13.5%, of the global nut and dried fruit supply of approximately 6 million metric tons. Notably, China’s production has grown by 9% over the past five years, and China now ranks among the world’s leaders in innovative applications of nuts and dried fruits in daily cooking and snack development, which has significantly boosted consumer demand. The industry is actively promoting nuts and dried fruits to younger consumers (Gen Z), emphasizing their nutritional value, natural origins, plant-based protein content and great taste, further expanding market opportunities.

INC Focuses on Chinese Market, Unveils AI Virtual Ambassador “Ku Guo Er”

In a separate speech, Guasch further detailed the consumer marketing strategy and innovative initiatives targeting the Chinese market.

Guasch noted that China has become one of the INC’s priority markets for driving global consumption. Data show that 47% of all snack consumers in China are Gen Z, with 62% of purchases occurring on social platforms and over 40% driven by online sharing. Since 2022, the INC’s promotional investments in China have reached 314 million consumers, generating nearly 4 million engagements.

Based on these insights, the INC launched a new-generation consumer marketing campaign, shifting the core strategy from simply communicating product benefits to inspiring creativity, enjoyment and self-expression, inviting young consumers to explore creative ways to incorporate nuts into their daily lives.

To implement this strategy, the INC has introduced “Ku Guo Er,” an AI virtual ambassador designed specifically for Chinese consumers. The name symbolizes confidence, individuality and trend-forward thinking, reflecting the Gen Z lifestyle. With influence spanning food, fitness, fashion and music, she aims to build emotional resonance with younger audiences.

Ku Guo Er will bring marketing campaigns to life through seasonal recipes, daily inspiration, and creative ideas, combining AI technology with local consumer insights to ensure sustained and relevant engagement. The INC will also collaborate with top content creators to launch nationwide recipe challenges, inspiring millions of users to participate. The organization expects this strategy to transform marketing campaigns into year-round ongoing conversations, maintaining content relevance and engagement while strengthening the brand’s long-term connection with the Chinese market.

Images: 2026 CFNA China International Tree Nuts Conference, International Nut and Dried Fruit Council