China on Thursday issued a blueberry brand strategy to enhance the brand value of blueberries, as blueberries - once exotic to the country - have grown into a key industry driving rural development in southwest China's Yunnan Province.
Farmers from Honghe Hani and Yi Autonomous Prefecture of the province, one of the country's key blueberry-producing regions, have been busy harvesting blueberry in recent days.
Zhao Chongjun has been in the blueberry cultivation for over a decade. His company now cultivates around 67 hectares of the fruit in Honghe.
"The unique climate of Honghe allows our blueberry varieties and cultivation methods to fully leverage local climatic advantages, which ultimately translate into high investment efficiency," said Zhao, chairman of Yunkechuang Modern Agricultural Technology Co., Ltd.
Beyond the natural benefits, smart technologies are also widely applied throughout the process.
"This device is actually an integrated IoT terminal. It contains multiple sensors, with the top sensor monitoring the temperature, humidity, and light intensity inside the greenhouse in real time," Zhao said.
Not only are cultivation techniques improving, but the industry's development model is also evolving these days.
Through a collaborative approach, local farmers, village collectives and leading enterprises are working together to make blueberries a driving force for rural revitalization.
In this partnership, blueberry sales revenue is distributed through a model known as "6+2+2" - farmers receive 60 percent, while the other two parties each get 20 percent.
"Last year, we made about 750,000 yuan (about 103,000 U.S. dollars) per hectare from blueberries. In comparison, growing vegetables is less stable, earns less and requires even more effort to manage," said blueberry grower Pu Aijuan.
Blueberry growing has flourished in the region in recent years. Currently, over 180 companies from home and abroad have a presence in Honghe.
On Thursday, the government unveiled a regional public brand called "Honghe Blueberry" at this year's Yunnan Blueberry Conference, showing its commitment to developing the industry to new heights.
Leading industry giants are also eying greater market opportunities in China.
"We think that the Chinese market is underserved. There can be amazing berries that can be provided to consumers. And that's our job. And what we do in our business is to ensure that we bring the absolute best. And the part of being absolute best is primarily producing in China," said Jae Chun, vice president and general manager of Asia Pacific with world leading berry brand Driscoll's.
Industry insiders say that in addition to quality and branding, innovation is also crucial.
"In addition to introducing new varieties, we definitely need local research institutions capable of developing blueberry varieties with independent intellectual property rights unique to China, so as to achieve long-term effectiveness and healthier development," said Zhao.
Zhao said he believes that this is the only way for the industry to achieve long-term sustainable growth.
China issues blueberry brand strategy to boost industrial development
An industry observer said that 2026 is poised to be a "year of sequels and cultural stories" in global animation, following a strong 2025 where such films dominated box offices worldwide.
With heavyweights like Toy Story 5, Minions 3, and China's perennial favorite Boonie Bears set for release, along with culturally rooted productions such as The Three Kingdoms: War 1 Luoyang, the coming months are expected to draw large audiences and reinforce animation's central role in cinema.
This optimism is built on a solid foundation from the previous year.
Looking back at China's film market in 2025, animated features emerged as a powerful driving force. Four of the year's top 10 highest-grossing films were animations, three of which were domestic productions.
Total animation revenue exceeded 25 billion yuan (around 3.58 billion U.S. dollars), capturing nearly 50 percent of the annual box office. As the new year unfolds, the animation sector continues to shine with promising highlights.
A key trend driving this momentum is the surge of sequels from major franchises.
"One notable trend is the abundance of sequels to classic animated films, particularly from Hollywood. Several iconic series are releasing new installments, making 2026 a year of animated sequels. Given their strong IP foundation, these sequels are expected to attract more audiences' attention and achieve solid box office results," said Hu Jianli, secretary general of the Chinese Film Critics Society.
Alongside these international sequels, domestic animation IPs are also deepening their influence and expanding their reach. The annual Boonie Bears series will welcome its latest installment, while the popular TV series The Immortal Ascension is set for its big-screen debut.
"It's fair to say that the Boonie Bears series has maintained the most consistent quality among domestic animated film franchises over the years. Its expansion from television to movies, merchandise, and theme parks represents a fully developed industrial chain, greatly strengthening the IP's presence in the public consciousness. As for The Immortal Ascension, it's the first time that the animation IP is adapted for the big screen, which naturally generates exceptional attention—especially following the successful live-action web series last year. If this first animated film adaptation succeeds, it has the potential to become a major film IP in its own right," said Hu.
Beyond the reliance on established franchises, another significant creative trend is the growing number of animated films drawing inspiration from China's rich classical literature and historical epics. This approach aims to connect with audiences through deeply rooted cultural narratives.
A leading example is a prominent Chinese animation studio Light Chaser Animation's upcoming "The Three Kingdoms: War 1 Luoyang", which dramatizes the early power struggles from the famed historical period.
"We are seeing a clear increase in animated films adapted from classic Chinese novels and myths. Light Chaser Animation Studios' 'New Culture Series' has performed exceptionally well in our animated film market—for example, 30,000 Miles from Changan earned over 1.8 billion yuan (around 257.98 million U.S. dollars) at the box office. This series has truly succeeded in creatively transforming and innovatively developing China's outstanding traditional culture for the big screen, while also resonating emotionally with today's young audiences through its storytelling and character adaptations," said Hu.
Beyond sequels and adaptations rooted in traditional culture, original animated films are also carving out their space with unique concepts and distinctive styles, showcasing further creative possibilities.
Titles such as Arco, a 2025 animated science-fantasy film, and Pixar's Hoppers exemplify this trend of innovation.
"I believe animated films will remain a major force in the global box office in 2026. The worldwide top-grossing film of 2024 was Inside Out 2, and in 2025 it was China's Ne Zha 2. So I'm confident that animated films will once again rank among the highest-grossing releases globally this year," Hu said.
Animated films set to dominate 2026 global box office with strong lineup
