As June arrives, lychees from Zhenlong Town in Huizhou's Huiyang District reach peak ripeness and hit the market.
On June 8, Huiyang District held a media event to promote Zhenlong lychees. As a major lychee-producing area in Guangdong, Zhenlong is enhancing its brand through the integration of agriculture, culture, and tourism, bringing its lychees to consumers across China and now to international markets.
Zhenlong lychees
Zhenlong Town is home to around 43,000 mu (2,867 hectares) of lychee orchards, producing premium varieties like Guiwei and Nuomici, prized for their rich sweetness and quality.
This season, ten major buyers have expressed interest in partnering with local growers. To protect farmers from market volatility, Zhenlong has signed minimum price guarantee agreements with leading wholesalers, ensuring stable incomes and fair returns.
Farmers are selling lychees in the market.
E-commerce now drives over 40% of Zhenlong's lychee sales, reflecting a shift beyond traditional channels. In 2025, Huizhou Youzhili Agricultural Cooperative signed an export agreement with Hengdali Agricultural Development Co., aiming to bring premium lychee varieties like Guiwei and Nuomici to markets in Singapore, Malaysia, Indonesia, and beyond.
To extend the value chain, Zhenlong is developing processed products such as lychee juice concentrate, dried lychees, crisps, vinegar, and wine, creating new revenue streams beyond the harvest season.
Meanwhile, the town is launching a dedicated Zhenlong Lychee logo and "Lychee Boy" IP characters, building a unique brand identity in a competitive market.
Reporter｜Zhang Guowei, Zhang Feng
Photo｜Wang Changhui
Editor | Liu Lingzhi, James, Shen He
