Jilin pavilion at the 10th China International Food and Ingredients Expo. [Photo provided to gojilin.gov.cn]

The 10th China International Food and Ingredients Expo and the 4th China International Prepared Dishes Industry Expo opened on April 10, spotlighting premium agricultural products and emerging food trends. As the guest province of honor, Jilin presented an impressive lineup led by its Angus beef core production regions.

At the Jilin pavilion, more than 100 specialty products were displayed, ranging from fresh beef cuts and prepared dishes to deer-based health products and ginseng-fed eggs. Eight local enterprises showcased their offerings, giving buyers from the Greater Bay Area an up-close look at Jilin's premium livestock products.

Bao Qingchun, director of the Jilin Animal Husbandry Bureau, speaks during the expo. [Photo provided to gojilin.gov.cn]

Bao Qingchun, director of the Jilin Animal Husbandry Bureau, addressed a dedicated procurement session for major agricultural wholesale markets. He noted that Jilin's beef and sika deer industries have built solid production and processing systems, with regional brand values reaching 181 billion yuan ($25.34 billion) and 122.7 billion yuan, respectively, placing them among the country's top agricultural brands.

Leading companies including Haoyue Group drew significant attention. Their marbled beef cuts stood out for fine texture and freshness, while a wide range of traceable prepared beef products demonstrated strong adaptability across hotpot, catering, and ready-to-eat segments. These offerings position Jilin as a stable, high-quality supplier for the Guangdong market.

Jilin's sika deer product line also drew significant interest, featuring ready-to-eat innovations such as deer tail, venison, and tendon dishes that can be prepared in minutes. Yanbian Laiyi Livestock Breeding Co introduced ginseng-fed eggs, produced by feeding hens with ginseng cultivated for over five years in the Changbai Mountains, resulting in eggs that are lower in cholesterol and enriched with ginsenosides.

Chaoshan beef balls made of Jilin's beef attract lots of visitors. [Photo provided to gojilin.gov.cn]

A highlight of the event was pairing Jilin beef with Chaoshan hotpot, creating a memorable tasting experience. Time-honored brands showcased traditional hand-beaten beef ball techniques, drawing crowds and enthusiastic reactions.

Guangdong remains China's largest beef consumption market, with annual demand exceeding one million metric tons. Chaoshan hotpot, known for its precision cuts and clear broth, represents a refined culinary tradition. Jilin, as a key Angus beef production hub, is positioning itself as a reliable upstream supplier, while Guangdong serves as a downstream hub for processing, branding, and market expansion.

Looking ahead, both regions plan to jointly develop public brands and launch co-branded products such as customized beef balls and hotpot sets. Supported by integrated media promotion, this north-south collaboration is set to promote these regional specialties nationwide.