The Zhitong Finance App learned that on the banks of the Heung River, the aroma of food overflows. On August 13, the 36th Hong Kong Food Expo officially opened at the Hong Kong Convention and Exhibition Center. As a series of important professional sections, the Food Trade Fair was held at the same time. Based on the most influential food specialty trading platform in the Asia-Pacific region, under the organization of the Heilongjiang Provincial Department of Commerce, Wuchang Caiqiao Rice Industry Co., Ltd., a subsidiary of October Rice Field (09676), unveiled a series of core multigrain products. Relying on a complete supply chain spread across the country's high-quality food-producing regions, October rice paddies brought the mellow aroma of grains and the true flavor of multigrains grown in the black soil of Northeast China to a number of international merchants, and began a taste journey of dialogue with the world with the most simple “Chinese food flavor.”
Unique product matrix wins widespread attention
Walking into the October rice field booth is like walking into a miniature “Tohoku granary”. Among the key products on display this time, star items such as October Rice Field Gold and Silver Fruit Corn Segment, October Rice Field Seven Color Brown Rice Multigrain Rice Ball, and October Rice Field Corn Brown Rice Multigrain Rice are particularly notable — these products are the brand's innovative achievements in turning corn from a traditional staple food into a lightweight, snack, and FMCG product. The unique product matrix attracted the attention of many buyers, professional visitors and Hong Kong citizens.
Multigrain cereals are the core category of the “staple food+rest” strategy for the October rice field layout. Through the innovative path of “making multigrain staple food and cereal snacks”, October rice paddies introduced traditional multigrains into the daily diet of modern consumers in a younger and more convenient manner. The various innovative cereal products participating in this exhibition are favored by buyers.
At the booth, the staff were busy inviting customers and visitors to try it live. The rich and mellow aroma of corn made many visitors stop. After tasting the corn product, a local buyer in Hong Kong repeatedly praised it: “The corn section is sweet, crunchy and tender. The taste exceeds expectations, and it is full of flavor.” He said that consumer demand for healthy and convenient food has risen markedly in recent years, and corn and multigrain products from rice fields in October are very competitive in terms of flavor to packaging. An overseas exhibitor was amazed after tasting the seven-colored brown rice balls: “I didn't expect multigrain rice to be this soft. The taste completely subverted my perception of whole grains, and this kind of rice ball can be eaten by heating it in the microwave, which is really convenient.”
Hong Kong is not only an international trading hub, but also recognized as a “quality testing ground” for the food industry. Here, professional buyers from all over the world examine every product with strict standards, and the October rice field won recognition from overseas customers with its excellent quality, stable supply chain and standardized quality control system — real feedback from the international market is the best proof of the brand's competitiveness.
Upgrading from “based in China” to “linked to the world”
In fact, the market strength of October rice paddies has long been fully verified domestically. As a Hong Kong stock listed company, October Rice Field has the highest customer satisfaction and is one of the most recognized brands in China's rice, grains, beans and seeds markets. Among them, Northeast rice products, which are the core business of the brand, have been at the forefront of the industry for a long time with high traceability from high-quality production areas, stable taste and high standard quality control, and the repurchase rate is far higher than the industry average. Innovative categories of businesses such as corn and rice balls are the core highlights of the brand's rejuvenation and diversification. According to public data from the prospectus, the proportion of brand customers who intend to recommend the brand's products to family and friends is as high as 59%, ranking first in the industry. In 2025, the annual revenue of rice fields in October reached 6.81 billion yuan (RMB, same below), an increase of about 18.5% over the previous year, and the overall operating strength steadily increased.
Originating from the black land of Northeast China, the raw materials for October rice fields not only cover high-quality domestic raw grains, but also select high-quality grain products from many regions around the world. The undertone of the brand is inclusive and open, taking into account local and internationalization. This exhibition was the first time that rice paddies appeared at an international food trade fair in October. It not only helped brand and internationalize specialty agricultural products, but also marked a strategic upgrade from “based in China” to “linked to the world.” At the exhibition, the on-site team had in-depth face-to-face exchanges with many buyers from different regions, learned more about the specifications, packaging preferences and inspection standards for related products in various regions, and opened a window for the brand to look at the world.
This year's Hong Kong Food Trade Fair is hosted by the Hong Kong Trade Development Council. With the annual theme “Live Well Stay Well”, it focuses on healthy and quality lifestyle trends. The exhibition attracted more than 1,850 exhibitors from more than 30 countries and regions, and for the first time achieved full coverage of exhibitors from ASEAN countries. At the same time, it also built a multinational bridge for food companies in 16 mainland provinces. As an international food trading hub, Hong Kong is a super springboard for food companies to enter mainland China and connect to the world market. This platform has become a core window for high-quality mainland agri-food brands to expand overseas and connect with global distribution channels.