The National Intangible Cultural Heritage, the New Year Folk Lantern Festival of Yu Garden, successfully "broke the circle" overseas in the year of "Standing". On May 10, the "Like 2024 My Favorite Chinese Brands" and "2024 Chinese Brands Loved by Foreigners" were unveiled at the China Brand Day Gala, and Shanghai Yuyuan Tourism Mall (Group) Co., Ltd. (hereinafter referred to as "Yuyuan Co., Ltd.") was on the list.
In the on-site announcement of the party, Yuyuan shares were on the list
A classic case of Chinese culture "going global".
The 2024 China Brand Day event will be held in Shanghai from May 10 to May 14. This year's China Brand Day coincides with the 30th anniversary of the Yuyuan Lantern Festival. The 40-day 2024 Shanghai Yu Garden Lantern Festival attracted more than 4 million visitors, and at the same time, it was held in Paris, France for the first time, attracting nearly 200,000 local lantern viewers in 72 days, and more than 200 overseas media published nearly 1,000 reports on the French Yu Garden Lantern Festival, which has many overseas "fans".
Yuyuan Co., Ltd. appeared in the offline exhibition hall of the 2024 China Brand Day
The 2023 and 2024 Yuyuan Lantern Festival uses culture as the carrier and Chinese lanterns as the medium to tell the real and vivid Chinese stories and Chinese culture to the global audience. Adhering to the cultural and historical context of Shanghai's old town, the Yu Garden Lantern Festival takes the "Classic of Mountains and Seas" as the creative blueprint, highlighting the theme of "The Legend of Mountains and Seas", allowing citizens and tourists to have a new understanding and experience of intangible cultural heritage lantern art. This year, the lantern festival in Yuyuan Garden in France will be listed as the opening event to celebrate the 60th anniversary of the establishment of diplomatic relations between China and France and the China-France Year of Culture and Tourism, as well as a series of "high-quality" activities in the bilateral cooperation between China and France in 2024. Watching the lantern festival in the French Yu Garden has become a local "Internet celebrity" activity. On weekends or holiday nights, local French lantern watchers often have to queue up for hundreds of meters to enter the park to see the Chinese lanterns.
In its thirties, the Yuyuan Lantern Festival has become a well-known landmark project of urban cultural tourism: it was selected as an innovative case of launching the "Shanghai Culture" brand in 2022-2023, and won the best integrated development case and the most popular case among citizens; The French Yu Garden Lantern Festival won the 2023 Shanghai "Silver Pigeon Award" for the best activity case, which is a classic case of Chinese culture "going global".
2024 Shanghai Yu Garden Lantern Festival
2024 Yu Garden Lantern Festival in France
The world's first-class family happy consumption industry
Yuyuan is one of the earliest witnesses, participants and builders of China's capital market. The company owns 19 time-honored Chinese brands and a number of leading brands, as well as a number of world-renowned brands. The company actively develops new quality productivity, strategically places the "Oriental Life Aesthetics", explores the combination of cultural genes and modern consumption trends, continuously consolidates the digital capabilities of the company and its industries, increases the layout of science and technology, and has successively established five science and technology innovation centers to comprehensively improve industrial operation capabilities and product competitiveness.
The company gives full play to the advantages of Shanghai's cultural business card and landmark business district, accelerates the speed of digital transformation through technological innovation, combines the culture and history of Yuyuan Old Town with smart business, integrates culture, tourism, consumption, business and management scenarios, better serves consumers, and empowers merchants and operation management. Yuyuan Garden Business District has completed a relatively complete digital system system, and continues to explore the metaverse and AIGC to improve user services, empower merchants, and enhance the overall digital capabilities of commerce. On this basis, the company is focusing on establishing the "Dayuyuan Metaverse Super Scene" to create new businesses, new cultural tourism and new entertainment with virtual and real interaction, and establish new consumption scenarios through the combination of new and old business models through the Metaverse.
With the help of culture and science and technology, the time-honored brand of Yuyuan Co., Ltd. has also been reborn. The strength of the flagship product "Guyun Gold" series of jewelry brand Laomiao has been continuously improved, and the sixth-generation "Rich and Rich" series has quickly been recognized by the market; Shanghai Watch deeply excavates the cultural value of the brand, and at the same time combines new technologies for the hot spots of the consumer market to launch a variety of popular products. The Science and Technology Innovation Center of Culture and Catering Group uses advanced testing equipment and analysis technology to extract the core data and key cooking steps of traditional dishes, and through modern technological innovation, it effectively solves the pain points of easy loss of flavor in the process of prefabrication of signature dishes, and highly restores the "ancestral formula" and classic delicacy of time-honored brands, so that the signature dishes of time-honored catering brands can further enter supermarkets and consumers' homes.
Yuyuan Co., Ltd., which takes oriental life aesthetics as its top strategy, is committed to becoming a world-class family happy consumption industry group that leads the trend of Chinese cultural rejuvenation and intelligently takes root in China. Yuyuan Co., Ltd. said that in the future, it will continue to help the high-quality development of enterprises with the two new productive forces of culture and science and technology, tell the story of Yuyuan, Shanghai and China, and share the magnificent magic of oriental life aesthetics with the world. (Deng Kan)
Editor: Tan Rui
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