Recently, a delegation led by Victor, Chief Representative for the Asia-Pacific Region of the Brazilian Trade and Investment Promotion Agency (ApexBrasil), visited Xiamen to attend the 2026 Xiamen International Stone Fair. During the visit, the delegation held in-depth discussions with the BRICS Partnership on New Industrial Revolution Innovation Center (BRICS PartNIR Innovation Center), YUANCHU Foods and OGAWA, laying a solid foundation for future practical cooperation.

Strengthening Partnerships to Build a Platform for Mutual Growth

Jiang Qingsheng, Executive Deputy Director-General of the BRICS PartNIR Innovation Center, and Deputy Director-General Ke Haitao met with the delegation to discuss ways to further strengthen bilateral partnerships. They also extended a sincere invitation to ApexBrasil to establish a Brazilian Products Exhibition Center in Xiamen, with the aim of promoting exchanges and cooperation between Chinese and Brazilian enterprises through the BPIC platform.

Victor noted that many of ApexBrasil’s key partners are based in Xiamen, highlighting the strong foundation for bilateral cooperation. He expressed hope that both sides would continue leveraging the BRICS innovation platform to integrate resource advantages and explore cooperation opportunities in sectors such as new energy, port logistics, agricultural products, mineral resources and bulk trade.

Exploring New Opportunities for China-Brazil Agricultural Cooperation at YUANCHU Foods

The Brazilian delegation also visited YUANCHU Foods to gain insights into its community-based retail model. Company representatives introduced YUANCHU’s core operating strategy, which combines “community experience stores” with deep supply chain management. In recent years, the company has steadily enhanced its market competitiveness. YUANCHU is currently planning to launch Brazilian single-origin coffee products, potentially under its own private label.

Victor highly praised YUANCHU’s brand philosophy, noting that its origin-tracing strategy closely aligns with the core strengths of Brazilian agricultural exports, particularly in areas such as beef, coffee beans and cashew nuts. He invited YUANCHU to participate in professional food industry exhibitions in Brazil and engage in one-on-one business matchmaking with Brazilian food enterprises to further expand supply chain cooperation.

Visiting OGAWA to Explore New Opportunities in South America’s Health Industry

At OGAWA’s headquarters, the delegation learned about the company’s brand development and overseas market expansion. OGAWA representatives stated that South America has long been a key target market for the company. They expressed hope of leveraging ApexBrasil’s resource network to identify strategic partners with expertise in the health industry and strong local connections, so as to jointly advance channel development, after-sales services and market operations.

Victor introduced Brazil’s mature mobile payment ecosystem, which provides favorable conditions for businesses such as shared massage chairs. He also pointed out that Brazilian consumers show strong acceptance of health-related products, while traditional Chinese medicine culture is gaining wider recognition in the country. As a result, wellness products such as OGAWA’s massage chairs hold broad market potential in Brazil. He suggested that OGAWA further explore local demand and identify cooperation opportunities through participation in Brazilian industry exhibitions and on-site market visits.

This visit by ApexBrasil to Xiamen further enhanced mutual understanding and trust between China and Brazil, creating new opportunities for Xiamen enterprises to expand into the South American market in sectors including agricultural products and health industries. Going forward, the BRICS PartNIR Innovation Center will continue to leverage its platform advantages to facilitate more practical and results-oriented cooperation.