Actively display intangible cultural heritage herbal tea, innovate and inherit traditional culture, and protect the physical and mental health of the public.
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The 3rd Baiyun Mountain Star Group Summer Mulberry Ju Herbal Tea Culture Festival, which lasted for more than 4 months, opened in the blazing summer and ended successfully in the autumn season. In the past four months, the Baiyun Mountain Constellation has brought a series of unique new actions to the public, integrating intangible cultural heritage culture to light up the "childhood memories" Xia Sang Ju herbal tea, diversified communication to help the brand achieve a phenomenal "breaking the circle", and the whole network has gained more than 30 million traffic. During this period, the Baiyun Mountain Constellation walked into different urban spaces many times to send care to the public, and further demonstrated the responsibility and responsibility of time-honored brands.
Star single product Xia Sang Ju granules
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Intangible cultural heritage empowers and inherits century-old medical wisdom
The summer climate in Guangdong is humid and hot, and since ancient times, there has been a saying of "many miasma in Lingnan". Over time, Lingnanians have developed an exclusive set of methods to nourish the body and mind, which are still used today. Herbal tea is one of them. Herbal tea can clear heat and detoxify, reduce fire and remove dampness, and was selected as the first batch of national intangible cultural heritage list as early as 2006.
As one of the representatives of local herbal tea, Xia Sangju granules have accompanied generations of people in Lingnan through the four seasons and won the reputation and trust of the country. This year, Baiyun Mountain Star Group created the Xia Sangju Herbal Tea Culture Festival through the super item of Xia Sangju granules, and vigorously promoted intangible cultural heritage and traditional culture.
Citizens visit the Intangible Cultural Heritage Market
Xia Sangju "Ice Canton" 2.0 display area
On the first weekend of August, the "Nanbo Summer Intangible Cultural Heritage Festival" herbal tea culture festival was held to the public in the palace exhibition area of the Nanyue King Museum. Xia Sangju production skills, Canton Yuexiu carving silver point gold, Guangzhou gold weaving porcelain, guqin art, Cantonese ancient speaking and other skills shined, attracting the audience to compete for souvenirs. This summer's comeback coffee herbal tea, Xia Sangju "Bingguang Style" 2.0, has once again become the popular fried chicken in the beverage industry, strengthening the popularization and popularization of fashionable Chinese medicine.
It's good to drink, fun, and good to watch. When herbal tea meets Cantonese, it is bound to create a different spark.
"When Herbal Tea Meets Cantonese Opera" is newly released
On September 24, Baiyun Mountain Constellation and Guangzhou Cultural Center co-hosted the large-scale experience activity "Playing Guangdong Intangible Cultural Heritage". While sipping Xia Sangju herbal tea, the audience enjoyed the wonderful Cantonese opera performances, and also had the opportunity to experience classic items in Cantonese opera such as "Throwing Water Sleeves" and "Dancing Gun", immersed in a strong cultural atmosphere throughout the process, and experienced the charm of intangible cultural heritage together. The new lyrics of herbal tea Cantonese opera "When Herbal Tea Meets Cantonese Opera" were released for the first time at the scene, and the familiar lyrics and melodies evoked the memories of the audience, showing the Cantonese charm.
To spread the intangible cultural heritage, the Baiyun Mountain Constellation has been on the road, and has continued to launch various activities over the years, interpreting the profound heritage of Chinese medicine culture in a variety of ways, and actively exploring new ways to inherit and innovate traditional medicine wisdom and empower health undertakings.
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The whole network spread phenomenally, and the popularity of herbal tea culture exploded
As soon as the 3rd Xia Sang Ju Herbal Tea Culture Festival was launched, many new ways to play were upgraded. Online communication takes Douyin as the main position, radiating platforms such as bilibili, Weibo, Xiaohongshu and Kuaishou, achieving real "coverage of the whole network", with traffic exceeding 30 million, detonating the popularity of herbal tea culture.
"Full of gold, full of silver, clear heat and detoxification, clear liver and clear eyes, please drink the stars Xia Sang Ju", this melody is familiar to the citizens of the two Guangzhous, this year's Xia Sang Ju Herbal Tea Culture Festival still takes this "childhood memories" as the core, has carried out a youthful upgrade, integrating elements such as electronic music loved by young people, inviting music experts to adapt and sing by Zibei, and well-known gesture dancers Sun to perform dance interpretations. Views skyrocketed after the launch of two videos.
TikTok phenomenal propagation
With the rising popularity of the newly adapted songs, many influencers and netizens have also spontaneously joined the communication camp, and even made bold innovations: changing the song to Cantonese opera style, bringing family members to appear on camera and check in gesture dance. The communication power of Xia Sangju's advertising song has also expanded from two broad to the whole country, covering people from 5 to 50+, successfully implanted in the minds of consumers of different ages, which can be called an influential "explosion". At present, the topic of "Xia Sang Ju Herbal Tea Culture Festival" has reached more than 26 million, and the popularity of videos continues to rise.
The short video touched many netizens
On platforms such as bilibili, Weibo and Xiaohongshu, the brand communication of Baiyunshan Constellation is more targeted, and the communication content is tailored to different audiences, which has received unanimous praise. The bilibi short video "Xia Sang Ju Granules, But MC Villagers" customized around young people's preferences integrates the most popular forms of expression with the timeless herbal tea culture, and quickly ignites the enthusiasm of young netizens. Another short video "Grandma used the corner land lost by others to feed the lost me" deeply touched the heartstrings of netizens, its sincerity, simple emotions are touching, netizens in the barrage expressed "tears", "miss grandmother", but also perfectly brought out the spiritual core of Xia Sangju "love has not changed".
The former "childhood memories" are getting younger and younger with the times, activities such as Douyin gesture dance strongly drive netizens to participate, and the brand short video also plays the warm card of "love has not changed", and "health" and "emotion" are integrated, shaping the fuller spiritual connotation of the herbal tea culture festival.
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"Drinking" leads health, and Sinopharm is responsible for delivering love
The heat is hard, and outdoor workers must be one of the groups that need herbal tea the most. Since July, the Baiyun Mountain Constellation has successively launched the Xia Sangju Herbal Tea Culture Festival and Caring for Outdoor Workers in Shantou, Shaoguan, Dongguan, Maoming, Guangzhou and Foshan and other places, aiming to provide outdoor workers with refreshing drinks to quench their thirst, as well as the intangible cultural heritage of Xia Sangju in popular science.
Cooling for sanitation workers
During the event, caring enterprises and organizations sent anti-heat and cooling materials to sanitation workers, thanked them for sticking to their posts on hot summer days, worked hard for the cleanliness of the city, and advised them to do a good job in heat prevention and cooling during the high temperature season. At the same time, it links with chain pharmacies to set up love and cooling points, and provides sanitation workers with free rest, summer herbal tea and other conveniences.
Entering Huantu and caring for busy professionals
Indoors, there's another group of people to care for. With the theme of "Busy Work, More Caring for Yourself", Baiyun Mountain Constellation has entered the Huantu office space to send care to professionals who often sit for a long time, overuse their eyes and stay up late. Sedentary, long-term vision and staying up late are known as the three major behaviors that hurt the liver, but they are the "daily life" of every professional, so the Baiyun Mountain Constellation sent Xia Sang Ju herbal tea to the migrant workers, reminding them to clear their livers and eyes, cherish themselves, and strive for their careers in a healthier way. It is understood that Xia Sangju's appearance in the Huantu office building surprised the office staff, and they all said that it really felt good to stay up late to catch up with the plan and drink a drink.
Co-branded with Panda Wen Wen IP
Not only can people be inseparable from herbal tea, but even the national treasure panda has also followed the customs. During the herbal tea culture festival, a Weibo hot search of "Guangdong panda can't escape herbal tea" attracted everyone's attention, and the humble panda drank Xia Sangju in Guangdong, and was laughed at by netizens "This is very old and wide". Baiyun Mountain Constellation and Panda Wenwen jointly launched Panda Drinking Ice Cantonese emoji packs and a series of peripheral products, which quickly aroused heated discussions on Weibo, Xiaohongshu and other platforms, and the topic continued to extend.
Convey love and promote intangible cultural heritage. The herbal tea culture festival is actually a concentrated portrayal of Baiyunshan Constellation as a time-honored brand, highlighting the strong strength of Sinopharm, recording the good impression of Chinese people on traditional culture and traditional medicine wisdom, and blooming with the charming brilliance of time-honored brands keeping the right and innovating, empowering the development of modern society with traditional Chinese medicine, and promoting the new vitality of time-honored brands.