China has the largest number of geographical indication registered products. In China, this reality is expected to contribute to the solution of the Three Rural Issues by creating new regional specialties on the basis of geographical indications. Therefore, China's geographical indication registered products include not only traditional regional products but also those aiming for new regional specialties. In this paper, we examined the actual situation and issues of creating new regional special products by geographical indication, taking the case study of “Feicheng peach” in Shandong Province. For development of “Feicheng peach”, the integrated projects included the development and dissemination of cultivation technology, the establishment of a quality control system, and the formation of a shipping organization, and so on. The registration of geographical indication is also part of this. The effect of geographical indication registration in the integrated projects is firstly the improvement of local brand. The second is to promote the organization of farmers by achieving high prices.
