The Nanhui Peach has a prized national geographical indication rating, that was approved in 2005. [Photo/WeChat account: Shanghai_IPA]

The Pudong New Area in Shanghai city in East China was recently given the go-ahead by the China National Intellectual Property Administration, or CNIPA, to establish a national demonstration area for the protection of the Nanhui Peach – a national geographical indication product.

In the current year, the CNIPA initiated the national geographical indication product protection demonstration area program, with the first group of 50 of such areas approved by the administration nationwide, including in the Pudong New Area.

A geographical indication, or GI, is a sign used on products – in an international system sanctioned by the World Trade Organization and other global bodies – that have a specific geographical origin and qualities or a reputation due to that origin, like champagne in France.

Meanwhile, a national GI product protection demonstration area in China is an area that mainly carries out the protection of its GI products. It has a designated scale and standardized management, with the products playing a significant and driving role in the development of nearby industries.

The Nanhui Peach was approved as a national GI product in 2005. Over the years, Pudong has been improving the planting, picking, packaging and other technical standards of the Nanhui peach and moved to boost its brand influence and product quality.

In 2020, the output value of the product topped 370 million yuan ($57.25 million) and the sales volume was 323,000 TEUs, or standard container 20-foot equivalent units.

Last year the brand "Nanhui Peach" made it onto the list of China's most valuable brands, with an estimated brand value of 1.25 billion yuan.

It is expected that through the establishment of the demonstration area, Pudong will form a GI indication product protection system linking the government, industry, market, society and other areas, according to officials.