Chongqing — At the 2026 China Brand Power Forum in Boao, Hainan Province, Rongchang Pig was valued at 8.125 billion yuan ($1.13 billion), underscoring Chongqing's growing success in building agricultural regional public brands.

Across the municipality, local specialties ranging from indigenous livestock breeds and Sichuan peppercorns to citrus fruits are increasingly leveraging branding, technological innovation and coordinated industry development to enhance market competitiveness and create higher value for farmers.

According to the Chongqing Municipal Agriculture and Rural Affairs Commission, agricultural branding has become an important tool for promoting rural revitalization and transforming Chongqing's agricultural resources into economic advantages.

One of the most prominent examples is the Rongchang Pig, a breed with a history of more than 1,800 years. Known as one of China's most distinctive indigenous pig breeds, Rongchang Pig has become a symbol of how quality improvement and long-term investment can strengthen a regional brand.

The Qijin Rongchang pork retail store in Chongqing. (Photo/Interviewee)

In recent years, Rongchang District has worked to protect and develop the breed through a comprehensive system covering breeding, production, processing and marketing. Local authorities have expanded conservation efforts and strengthened genetic resource protection, helping the population of purebred Rongchang breeding sows recover to more than 22,000.

Research institutions have also played a key role in improving breeding technologies and production efficiency.

"The core of a brand is quality, and the source of quality lies in genetic resources," said Ding Yuchun, a senior veterinarian involved in breeding research.

Today, Rongchang Pig is supported by a network of production standards and a branding framework that links regional public brands, enterprise brands and product brands, helping create greater value throughout the industry chain.

While Rongchang Pig demonstrates the impact of building a strong flagship product, Jiangjin Sichuan Pepper highlights the benefits of coordinated branding across an entire agricultural sector.

Sichuan peppercorns enter the harvest season in Chongqing's Jiangjin District in June. (Photo/Interviewee)

In Jiangjin District, producers have adopted a model that combines regional public brands with enterprise and product brands to strengthen market recognition and expand sales channels.

For Fengyuan Pepper, a leading Jiangjin pepper producer, the approach has helped attract new customers from across China. According to Yang Tianxu, the company's general manager, a national restaurant chain with more than 300 outlets approached the company specifically because of the reputation associated with the "Jiangjin Sichuan Pepper" brand.

"Our enterprise brand benefits from the credibility and recognition established by the regional public brand," Yang said. "At the same time, maintaining product quality allows us to build long-term trust with consumers."

The company has also introduced measures to support local growers, including offering premium purchase prices for peppercorns that meet export standards.

A farmer harvests Sichuan peppercorns in Chongqing's Jiangjin District. (Photo/Interviewee)

"The added value created by the brand gives us the ability to support farmers in return," Yang said. "Only when farmers can earn stable incomes and continue producing high-quality products can the brand remain competitive."

According to Zhao Haizhong, deputy director of the Jiangjin District Agricultural Product Quality and Safety Center, the brand value of Jiangjin Sichuan Pepper increased from 2.974 billion yuan ($414 million) in 2019 to 6.692 billion yuan ($932 million). The industry has also developed dozens of value-added products across multiple categories, contributing to stronger market recognition.

Chongqing has expanded this approach through a broader agricultural branding framework that integrates municipal-level regional public brands, district-level specialty brands and enterprise brands. Products such as Fuling Zhacai, Fengjie Navel Orange, Wushan Crispy Plum, Rongchang Pig and Tongnan Lemon have become representative examples of the municipality's branding efforts.

Liangping pomelos marketed under the regional public brand "Liangping Premium Products" reach broader markets. (Photo/Interviewee)

The Chongqing Municipal Agriculture and Rural Affairs Commission is advancing initiatives to strengthen agricultural branding and cultivate nationally recognized premium agricultural products with greater market competitiveness.

Experts say maintaining strict quality standards will be critical to ensuring the long-term success of regional public brands.

"The value of regional public brands lies in endorsing genuinely high-quality products," said Wang Hongsheng, a professor at Chongqing University of Posts and Telecommunications. "As brands become more influential, quality control standards and authorization mechanisms must become even more rigorous."

For Chongqing, agricultural branding has become more than a marketing strategy. It is increasingly viewed as a means of supporting rural revitalization, increasing farmers' incomes and promoting sustainable industrial development.

From preserving indigenous livestock resources to helping local specialties reach wider domestic and international markets, Chongqing's experience demonstrates how long-term investment in quality, innovation and industry collaboration can transform local agricultural products into nationally recognized brands.