Using a synchronized online and offline approach and strong collaboration among the government, media, and influencers, the Shanxi Premium Agricultural Products Promotion Campaign has sparked an unprecedented promotional frenzy since its launch on Sep 30, 2025, setting a new benchmark for regional product promotion.

The competition segment of the campaign introduced an innovative "dual selection" mechanism, allowing 40 finalists to engage in face-to-face discussions with 150 company representatives. After intense competition, based on key metrics such as total sales and transaction volume, 20 promotion ambassadors emerged victorious.

Ukrainian influencer Karyna Kovalevska promotes Qinzhou Yellow Millet. [Photo provided to chinadaily.com.cn]

In the sales segment of the campaign, these ambassadors drove a surge in popularity for products like Pingyao beef, Datong daylilies, Shanxi aged vinegar, and Lyuliang sea buckthorn during a month-long live-streaming sales season. The campaign generated over 40 million yuan ($5.79 million) in total sales and over 400 million platform exposures, creating a multi-dimensional promotional wave.

The campaign's award ceremony was held on Feb 8 in Taiyuan, where influencers showcased Shanxi's premium products, including Fenjiu liquor and Qinzhou yellow millet. Twenty individuals were honored with the title of "Shanxi Premium Agricultural Products Promotion Ambassador."

Sun Jingmin, director of the Shanxi Provincial Department of Agriculture and Rural Affairs, hopes that the promotion campaign will propel Shanxi's premium agricultural products onto both national and international stages.