The article highlights the success of pepper farmers in Jiangjin District, Chongqing, China, with a high peppercorn harvest and profitable markets, thanks to innovative technology and leadership by Chen Xiuqiang, president of the Jiangjin Pepper Industry Association. Under Chen's direction, farmers have adapted pepper plantations to various altitudes, increasing yield and quality. The district has become a major pepper cultivation area, with over 570,000 mu and an annual output value of over 3.7 billion yuan, supported by advanced technology, standardization, and e-commerce channels. The Jiangjin District Market Supervision Bureau's efforts in branding and promoting the 'Jiangjin Huajiao' geographical indication have contributed to the industry's growth and rural revitalization.