On April 27, the first shipment of Weifang's intangible cultural heritage food and medicinal food products was dispatched to New Zealand. Two containers of black sesame pills and other products were sent by Huangyuan Royal (Weifang) Biotechnology Co. , Ltd.

via land-sea intermodal transport. This marks a new milestone in the region's agricultural opening-up. Since last year, the Weifang National Agricultural Comprehensive Pilot Zone has facilitated several debut exports, including Baijiu from Mizhou Distillery, and this year achieved the first export of bone gelatin products to Turkey.

The first shipment of Weifang's intangible heritage food and medicinal products, led by black sesame pills, to New Zealand signals a further push by Chinese agricultural food products into the South Pacific market. New Zealand's health supplement market is valued at approximately NZ$650 million annually, with local brands like Comvita and GO Healthy dominating health retail. However, consumer interest in oriental herbs and ready-to-eat tonic concepts has been rising in recent years.

The entry of brands like Huangyuan Royal could fill a gap in the 'light wellness' snack segment. For NZ small and medium importers, the zero-tariff advantage under the NZ-China FTA means these differentiated food and medicinal products can diversify shelves and attract health-conscious Asian and mainstream customers. Meanwhile, local small manufacturers should be aware of price competition from standardised Chinese intangible heritage foods in supermarket channels.

The Weifang National Agricultural Comprehensive Pilot Zone has reduced export processing time to two hours and cut costs by 30 percent through customs facilitation and traceability systems, enabling more small and medium suppliers to test the New Zealand market at low cost and lowering the import barrier. Notably, these food and medicinal products must comply with FSANZ regulatory requirements regarding the boundary between food and medicine, avoiding claims of functional benefits. Importers should conduct formula reviews and label localisation in advance to mitigate risks.

Keywords: Weifang, intangible cultural heritage, food and medicinal products, export, New Zealand, Huangyuan Royal, black sesame pills, agricultural opening-up, National Agricultural Comprehensive Pilot Zone, customs facilitation

4月27日，潍坊市非遗食药同源食品首次出口新西兰启运仪式举行，两集装箱黑芝麻丸等产品由黄元御（潍坊）生物科技有限公司通过陆海联运发往新西兰，标志着农业对外开放新成果。潍坊国家农综区去年以来推动密州酒业白酒等多项首次出口，今年还实现骨明胶产品首次出口土耳其。

潍坊非遗食药同源食品以黑芝麻丸为代表首航新西兰，折射出中国农食产品开拓南太市场的进一步尝试。新西兰保健品市场年规模约6.5亿新西兰元，本土品牌如Comvita、GO Healthy占据健康零售主流，但近年消费者对东方草本和即食食补概念兴趣上升，黄元御等品牌的进入可能填补“轻养生”零食空白。对于NZ中小进口商，借助中新FTA零关税优惠，这些差异化的食药同源产品可丰富货架，吸引关注天然滋补的亚裔及主流客群；而本地小型制造商则需留意来自中国标准化非遗食品在超市渠道的价格竞争。

潍坊国家农综区通过通关便利化与检验追溯将出口办理时间压缩至2小时、成本降低30%，意味着未来更多中小型供应商将有能力低成本试水新西兰市场，进口门槛下降。需要留意的是，此类食药同源产品在合规性上需符合FSANZ关于食品与药品边界的监管要求，避免功能声称触礁，进口商可提前完成配方审核与标签本地化以规避风险。

关键词: 潍坊, 非遗, 食药同源食品, 出口, 新西兰, 黄元御, 黑芝麻丸, 农业开放, 国家农综区, 通关便利化

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