New Zealand Prime Minister Chris Hipkins attends a New Zealand-themed partnership and product launch event in Shanghai on June 30, 2023, and delivers a speech. Photo: Feng Yu/GT.

Before concluding his six-day China visit, New Zealand Prime Minster Chris Hipkins on Friday attended a New Zealand-themed partnership and product launch event in Shanghai, witnessing a series of MOU signing and new products and services from New Zealand entering the Chinese market. The prime minister said his government is committed to supporting New Zealand enterprises in business dealings in China.

Shanghai is the third leg of Hipkins' China trip which started on June 25, following Beijing and Tianjin. In Beijing, he met with Chinese President Xi Jinping on June 27. China and New Zealand agreed to keep expanding cooperation in economy and trade, education, technology, tourism as well as people-to-people and cultural exchanges, according to a release after the meeting.

Hipkins started his speech at the Friday Shanghai launch event by acknowledging the challenges the businesses faced over the COVID period. "Some of these impacts are ongoing, but we are also seeing the chance to reconnect, reopen and look forward to the opportunities that come with that. Against the odds, bilateral trade between New Zealand and China has continued to grow during a very challenging time. This is testament to the strength of partnerships and connections between Chinese and New Zealand businesses."

Trade between China and New Zealand stood at 167.184 billion yuan ($24 billion) in 2022, a year-on-year increase of 4.7%.

As the sectors severely impacted by the COVID epidemic, Education New Zealand and Air New Zealand have been working together around student travel. The two companies announced a strategic partnership at the Shanghai event, hoping to facilitate more Chinese students to study in New Zealand.

Tourism New Zealand and China's Trip.com Group signed a memorandum of understanding, working together to jointly promote New Zealand as a great destination across Asia-Pacific markets.

"Through the partnership, Tourism New Zealand aims to provide Asia-Pacific travelers with more convenient booking methods, personalized itinerary planning, and comprehensive service support. We look forward to welcoming travelers to deeply explore the beautiful landscapes and unique culture of Aotearoa New Zealand, as well as experience our manaakitanga," said René de Monchy, Tourism New Zealand's Chief Executive.

Edison Chen, Vice President of Destination Marketing & Strategy Alliances at Trip.com Group, said,"With the resurgence of international travel post-pandemic, this collaboration could not be better for both parties involved."

A Chinese tourism industry insider told the Global Times that the high profile official visit by the prime minister will definitely encourage more Chinese families to tour New Zealand, adding that the earlier a state leader shows good will to China, the more benefits their home country's economy will enjoy.

During the event, Hipkins highlighted three premium products and service from New Zealand entering the Chinese market as "important milestones that help New Zealand exports to go from volume to value."

Fonterra, a dairy giant that has been deeply involved in the Chinese market for 50 years, launched high-end cheese Kapiti, trying to meet the ever-growing needs of Chinese consumers. Maui and Zhong Xuegao reached a strategic cooperation, launching a new sheep milk ice cream. Les Mills, a leading fitness brand popular in many countries, has launched "Les Mills China Academy."

"The China market is incredibly dynamic and is strategically important to Fonterra. As the world changes, Fonterra changes with it, adapting to the evolving needs and desires of our customers and consumers in China," Peter McBride, Fonterra Chairman, told the Global Times.

Tmall Global, Tmall supermarket, and Fresh hippo are among the Chinese partners promoting New Zealand products.

"Each of the signings we have witnessed today is significant in growing the sales of New Zealand products and services in China," Hipkins said, forecasting that it will represent an increase in annual sales of more than $518 million of these New Zealand companies by 2026.

"My government is committed to supporting you in your business dealings here in China. I'd like to finish by congratulating the companies launching new products and further developing their business relationships here today. I know that your commitment to business, the benefit of both of our countries will ensure that high-quality premium New Zealand products and services will continue to be enjoyed by discerning Chinese consumers,"Hipkins said.

New Zealand Prime Minister Chris Hipkins (second right) and Fonterra Chairman Peter McBride (center) taste Tea Drinks at Fonterra’s Shanghai Application Centre in Shanghai on June 30, 2023. Photo: Courtesy of Fonterra

Prior to the launch event, Hipkins, accompanied by a New Zealand trade delegation team, visited Fonterra's Shanghai Application Centre. The centre stands as a paradigm to the thriving cooperation between China and New Zealand, where localization and innovation strategies have facilitated the production of high-quality dairy products from New Zealand to meet the growing demand of Chinese consumers.

As part of the visit, Fonterra chefs demonstrated innovative products inspired by the 24 solar terms of the Traditional Chinese Calendar, combining New Zealand's dairy expertise with Chinese culture and heritage.

China and New Zealand established diplomatic relations in 1972. Fonterra started to set foot in China in the early 1970s. Today, China makes up approximately one-third of Fonterra's total exports.