This year's Shanxi Brands China Tour stopped in Yinchuan, a northwestern city of China, from Oct 15 to 17, for the purpose of promoting Shanxi specialties.

Seventeen Shanxi companies showed off more than 1,000 high-quality products, from food and dietary supplements to handicrafts and daily necessities, at the Yinchuan Convention & Exhibition Center.

Wenxi Fried Cake with sesame-dotted crust and honey stuffing, a famous dessert from Wenxi county, was well received among the visitors for its soft and sweet taste.

A local company which brought some 20 flavors of the fried cake attracted a significant amount of orders for the products from attendees at the event in Yinchuan.

"But for the promotion of the activity, our products would not gain such popularity as people in other provinces knew little about Shanxi brands except Fenjiu and mature vinegar," said Hu Bin, manager of Wenxi Yongxianghe Cake Co which has taken part in the Shanxi Brands China Tour since 2013.

Through interaction with consumers and dealers during the tour, the company has continuously improved its fried cake according to feedback from consumers and clients, increasing annual sales from 20 million yuan ($3.27 million) in 2014 to 200 million yuan now.

Apart from its highly-rated specialties, Shanxi exhibited its unique traditions and abundant intangible cultural heritages in Yinchuan, including noodle-making demonstrations and Shanxi ballads, helping to promote the image of the province.

The event has helped further communication and cooperation between Shanxi and Ningxia.

"We hope more Shanxi firms will settle and invest in Ningxia autonomous region as well as bring more branded products to ensure a mutually beneficial relationship," said Liu Jinqi, vice director of Ningxia Department of Commerce.

After promoting Shanxi across 35 provincial capitals in four years, the province will continue to expand its reach in Ningxia and beyond, exporting Shanxi culture and brands across the whole country.

The Shanxi brands China Tour in Yinchuan, Ningxia Hui autonomous region, is held on Oct 15 to 17. There were 17 Shanxi companies displaying their branded products at the exhibition, such as mature vinegar, snacks and handicrafts. [Photo/sxrb.com]