Joy Wing Mau Drives Multi-City Promotion of South African Apples

Against a backdrop of deepening China–Africa economic and trade cooperation and China’s continued efforts to expand economic openness, the recently introduced zero-tariff policy is creating new opportunities for high-quality African agricultural products to enter the Chinese market. This summer, Joy Wing Mau Group teamed up with channel partners, including Yonghui, Guihe, Jialejia and Ha’erxin, to launch a three-month South African apple promotion campaign across multiple cities, including Jining, Weifang, Shenyang and Chongqing, bringing crisp, sweet flavors from South Africa to the tables of Chinese consumers.

Since May 1, 2026, China has implemented a comprehensive zero-tariff policy covering 53 African countries with which it has diplomatic relations. Following the implementation of this major policy, the first shipment of imported goods to benefit from zero tariffs nationwide consisted of 24 metric tons of fresh South African apples. As a leading Chinese fruit company holding long-term strategic partnerships with South Africa’s fruit industry, Joy Wing Mau Group is actively translating the benefits of the zero-tariff policy into tangible savings for consumers.

This year, Joy Wing Mau Group is responding to China’s increasingly diverse, quality-oriented consumption trends with a more precisely targeted variety matrix, focusing on two major varieties: South African Fuji apples and South African Gala apples. South African Fuji apples are known for their rich aroma, crisp texture, balanced sweet-tart profile and complex layers of flavor. Their smaller size and convenience for eating have made them particularly popular among consumers. Meanwhile, South African Gala apples feature bright skin, crisp, sweet, juicy flesh, high sugar content and good storage life, making them suitable for everyday consumption as well as gifting. The two varieties each offer distinct characteristics, precisely catering to the taste preferences of different consumer groups.

Through multi-city coordination, multi-channel collaboration and a range of promotional consumer activities, Joy Wing Mau Group has helped South African apples reach end consumers faster. At the events, interactive experiences such as new product tastings and fun games attracted many consumers, allowing them to experience the unique flavor of South African apples in a relaxed, pleasant and enjoyable atmosphere, with lively on-site participation throughout the event.

South Africa is a major exporter of premium fresh produce. Its apple-growing regions benefit from abundant sunshine and significant day/night temperature variations, providing ideal natural conditions for apple cultivation, resulting in high sugar content, crisp texture and rich flavor. In recent years, South African apple exports to China have grown steadily, and by 2021, South Africa had become China’s second-largest source of imported apples.

With the continued benefits of the zero-tariff policy, South African apples are becoming a “rising star” in the fruit bowls of more Chinese consumers, offering consistent quality and richer flavors. Joy Wing Mau Group will continue to leverage its global supply chain and omnichannel network advantages, deepen its strategic cooperation with South Africa’s fruit industry, and promote the entry of more quality African fruits into the Chinese market, continuously satisfying the diverse consumption needs of Chinese consumers with excellent fruits from around the world.

Images: Joy Wing Mau Group