IPB University Strengthens International OVOC Expansion into the Chinese Market
Amid fierce global competition, Indonesian rural products are beginning to demonstrate their competitiveness in international markets. Through a series of trade missions in Shanghai, China, IPB University, in collaboration with the Indonesian Ministry of Trade, is promoting innovation based local products to penetrate global markets in a more structured and sustainable manner.
From May 18–21 2026, the IPB University delegation carried out various strategic agendas, including international exhibitions, business forums, industrial visits, and interactions with the global community. All these activities are part of the strengthening of the International One Village One CEO (OVOC) program.
The delegation consisted of Danang Aria Nugroho, Secretary of the Institute for Agromaritime Development and Innopreneurship Acceleration, staff member Diki Renaldi Maulana, and Kayla Alma, a student and Chief Marketing Officer (CMO) of PT Export Tani Nusantara, an agribusiness company under the guidance of IPB University’s International OVOC program.
Gauging the Global Market at SIAL Shanghai
IPB University’s participation in SIAL Shanghai 2026 served as a first step toward understanding the global food industry landscape. The exhibition drew over 5.000 participants from 125 countries and served as a key platform for identifying global trends and exploring partnership opportunities.
One of the key achievements of this visit was a face to face meeting between the IPB University delegation and PT Export Tani Nusantara with Shanghai Youji Agricultural Development Co, Ltd, an agricultural development company based in Shanghai.
“Our presence at SIAL Shanghai is not merely a visit, but a concrete step to analyze the global competitive landscape and ensure that local products are ready to secure their place within it,” said Danang Aria Nugroho, Secretary of LPA2I at IPB University.
Export Breakthrough Through Business Matching
Concrete efforts were evident at the Indonesia–China Business Forum & Business Matching. The forum, attended by over 40 buyers from China and more than 20 Indonesian export companies, was followed by the signing of memorandums of understanding (MoU) between several Indonesian companies and their Chinese business partners.
During the event, PT Export Tani Nusantara, a company under the OVOC program, successfully signed an MoU with a Chinese partner and explored collaborations with more than eight potential buyers. This achievement serves as concrete evidence of the success of IPB University’s OVOC International program in fulfilling its mission to bring Indonesian village products into global markets through the From Local Roots to Global Routes approach.
Breaking into Markets Through Trade Networks
The series of events continued with a visit to the Indonesian Trade Promotion Center (ITPC) Shanghai and Shanghai Yuquan Import Export Co, Ltd—a fruit importer based in Shanghai.
“The visit to ITPC Shanghai broadened our understanding of how Indonesia’s trade ecosystem in China actually operates. There are many opportunities we can capitalize on, it’s just a matter of ensuring our products are truly ready to compete,” said Danang.
This visit provided a firsthand look at China’s market standards and mechanisms. Discussions also opened up export opportunities for horticultural products such as avocados and sweet potatoes.
“The Chinese market is very open, but also selective. The key lies in consistent quality and readiness to meet standards,” said Miftah Farid, Director of Primary Product Export Development at the Indonesian Ministry of Trade. (*/Rz) (IAAS/WSG)
