The shelf life of fresh Goji berries is considerably short―only 1-2 d at 20-25 °C and 3-5 d under refrigeration at 4 °C. The preservation effect of cold atmospheric plasma (CAP) on fruits has increasingly attracted the attention of researchers. Addressing the post-harvest decay and deterioration, this study focuses on fresh Goji berries. First, the effects of CAP-generation conditions―including treatment time, gas flow, and power―on the preservation of Goji berries were investigated, and the optimal treatment conditions were identified. Second, the effect of CAP on the physiological and biochemical quality of Goji berries during storage was studied, including total phenolics, flavonoids, total soluble solids, titratable acidity, Goji polysaccharides, and carotenoids. Storage quality indicators based on malondialdehyde (MDA), H₂O₂, and superoxide anion (O₂^·-) contents were also examined. The results showed that under optimal preservation conditions―a treatment time of 150 s, gas flow of 20 nL/min, and power of 331 W―CAP reduced the decay rate of Goji berries stored for 7 d from 66% to 28.6%, delayed quality loss to 13.38%, and inhibited the respiration rate to 52.55 ng/(kg·s). This effectively alleviate the loss of nutrients (such as total phenols, total flavonoids, TSS, TA, Goji berries polysaccharides, carotenoids.) in fresh Goji berries. Simultaneously, the CAP treatment yielded lower levels of MDA (16.10 mmol/g), H₂O₂ (3.10 mmol/g), and O₂^·- (3.63 U/g) in fresh Goji berries. Therefore, CAP has promising appli-cation prospects for extending the shelf life of fresh Goji berries and improving their quality.