The 3rd Xinjiang Kashgar Fruit Festival kicked off on Aug 8 at the Red Dot City in East Shanghai's Minhang district.

Appealing displays and a blaze of color great visitors to the Xinjiang Kashgar Fruit Festival in Shanghai. [Photo/WeChat account: scofcom]

Co-hosted by the Shanghai Municipal Commission of Commerce and the cooperation and exchange office of the Shanghai government, the event is scheduled to run from August to September.

It will feature representatives of organic apple growers in Zepu county – in Kashgar prefecture, in Northwest China's Xinjiang Uygur autonomous region.

There will also be special guest appearances by children and teachers from the "Hand in Hand" program, one of the most important projects where Shanghai provides assistance to Kashgar.

During the event, the growers will talk about the distinctive qualities and health benefits of Xinjiang Kashgar fruit, to help Shanghai residents understand them better.

In particular, Hema – a prominent fresh food-focused supermarket – has introduced a new snack made from the fruit, especially for young consumers in Shanghai.

The event aims to boost consumption and also encourage integration and the coordinated development of Shanghai and Kashgar.

Moreover, it is said to have helped strengthen the emotional bond among various ethnic groups and laid the foundations for advancing the new phase of efforts to support Xinjiang.

Moving forwards, plans are for Shanghai to deepen its collaboration by sharing technologies, management skills and standards.

The ultimate goal is enhancing the quality of agricultural products in Kashgar, transitioning from Shanghai providing assistance to fostering self-sustained growth in the region.