China Cherry Mid-Season Summit 2026: The industry will come together in Guangzhou ahead of the Lunar New Year

When a successful season is on the line, information is key, making the China Cherry Mid-Season Summit 2026 a unique opportunity for the industry.

The event will take place on January 14 at the Conrad Hotel in Guangzhou, China, and it’s organized by Shanghai EverFlourish Events Co., Ltd. and the Global Cherry Summit by Yentzen Group. The China Cherry Mid-Season Summit 2026 also counts on the support of the Cherry Committee of Frutas de Chile and the China Chamber of Commerce of Import & Export of Foodstuffs, Native Produce & Animal By-Products (CFNA).

The event will bring together the entire cherry industry—producers and exporters, as well as importers and retailers in China to access direct market feedback. Stakeholders will analyze the most relevant aspects of the season and receive key input to understand its evolution in an on-site pre-assessment of what’s to come, directly from the industry's own players.

A strategic meeting point for the industry

The summit's objective is supported by a unique context: every January, Guangzhou hosts a high number of Chilean producers and exporters along with Chinese industry players and leaders. This creates a unique opportunity to share visions, experiences, and knowledge, take the pulse of the market, and strengthen commercial strategies.

"The China Cherry Mid-Season Summit 2026, an initiative promoted by the Chinese industry in collaboration with the export sector, responds to a specific industry need: to have real and direct information. Holding the event in Guangzhou during January also creates a strategic networking and preliminary evaluation opportunity for the season's development," says Claudia Soler, Executive Director of the Cherry Committee of Frutas de Chile.

Guangzhou is the entry point of nearly 70 percent of Chilean cherries in China, making it the natural setting for the first pre-assessment of the season's performance. Seeking to foster relationships between key players in the industry, the Guangzhou market will be a relevant participant at the China Cherry Mid-Season Summit 2026.

"For the Chinese market, this meeting grants direct access to all links in the chain, generating better coordination between supply and demand, and contributing to progress in an orderly, successful way with a shared vision," says Kurt Huang, General Manager of Shanghai EverFlourish Events Co., Ltd.

China Cherry Mid-Season Summit 2026: A place for strategy ahead of the season

"This is a unique opportunity—every year in January, several Chilean producers and exporters converge in Guangzhou," says Gustavo Yentzen, CEO of Yentzen Group. "This allows the industry to come together at this key moment to share its vision and expertise. This meeting point allows both countries to take an initial snapshot of the market, strengthen commercial strategies, and ensure success before the Lunar New Year."

George Liu, Vice President of Kingo Group and Diamond sponsor of the event, highlights the importance of the China Cherry Mid-Season Summit 2026: "The Chinese cherry consumer is becoming more sophisticated every year, which is an excellent sign for the category. Mid-season transparency is not just about prices but also about aligning on quality, arrival conditions, and the consumption experience—key elements for building trust. Bringing exporters, importers, and retailers together in Guangzhou allows us to make faster and better decisions, and keep the season running smoothly for everyone."

The China Cherry Mid-Season Summit 2026 is a Global Cherry Summit event, with its seventh edition scheduled for April 2026 in Santiago, Chile. With over 1,800 participants and 90 companies, the Global Cherry Summit is the industry’s end-of-season meeting point, offering analysis and a space for reflection to better inform the planning for the next season.

For more information, please contact 

Marie Bach
mgbach@yc.cl
+33 695 487020

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