From May 10th to May 14th, the 2024 China Brand Day event with the theme of "Domestic Trendy Brands, Products Build the Future" was held in Shanghai. On the evening of the 10th, at the China Brand Day and Day held by the China Brand Construction Promotion Association, Yuyuan Co., Ltd. won the "Like My Favorite Chinese Brand" and "Foreigner's Favorite Chinese Brand".
This year's China Brand Day, coinciding with the 30th anniversary of the National Intangible Cultural Heritage Yuyuan New Year Folk Lantern Festival, presents the 30th anniversary of the Yuyuan Lantern Festival "Moonlight Treasure Box" with the theme of "Standing with You in Pursuit of Light", and takes you back to the grand occasion of the previous Lantern Festival through light and shadow. In addition, a number of time-honored Chinese brands such as Laomiao, Tonghan Chuntang, and Shanghai Watch under Yuyuan Co., Ltd. also presented their brand development achievements under the oriental life aesthetics strategy in recent years.
Hu Junjie, vice president and spokesman of Yuyuan Co., Ltd., said: As a large-scale consumer industry group rooted in China and Shanghai, Yuyuan Co., Ltd. has 19 time-honored Chinese brands and a number of high-quality brands at home and abroad. In recent years, Yuyuan Co., Ltd. has taken oriental life aesthetics as the company's top strategy, led a new round of industry growth with culture, and actively explored Chinese brands and Chinese culture going global. This year, the Yu Garden Lantern Festival went abroad for the first time and was successfully held in Paris, France. Yuyuan will continue to adhere to the principle of integrity and innovation, culture to go to sea, build a cultural brand, and tell the story of Yuyuan, Shanghai and China.
The Yuyuan Lantern Festival has been 30 years old, and the thousand-year-old culture has been upright and innovative
Now in its 29th year, the Yuyuan Lantern Festival has attracted more than 4 million visitors over the 40-day event. At the same time, it was held in Paris, France for the first time, attracting nearly 200,000 local lantern watchers in France in 72 days, and more than 200 overseas media published nearly 1,000 reports on the French Yu Garden Lantern Festival, successfully "breaking the circle" overseas and having many overseas "fans".
Industry insiders said that behind this is the inheritance of thousand-year-old customs, and it is also the profound power of excellent traditional culture, which has successfully built a lighting scene immersed in the aesthetic concept of oriental life.
The Yu Garden Lantern Festival is one of the longest-standing, most well-known and most popular Chinese New Year lantern festivals in China, and was listed as China's national intangible cultural heritage in 2011. Over the past 30 years, the Yuyuan Lantern Festival has continued to explore creative transformation and innovative development, hoping to build a world-class Chinese brand, become a platform for cultural exchanges between the East and the West, present and express the broad and profound Chinese culture, including intangible cultural heritage skills, to the world, communicate with the world more actively and actively, and explore a new path of high-level opening-up.
It is worth mentioning that 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. Based on the "Classic of Mountains and Seas", adhering to the cultural and historical context of Shanghai's old town, it highlights the theme of "The Legend of Mountains and Seas", so that citizens and tourists have a new understanding and experience of intangible cultural heritage lantern art.
Standing in the thirties, the Yu Garden Lantern Festival has become a well-known landmark project of urban cultural tourism.
Culture + science and technology, tell the story of China in the new era
Since 2021, Yuyuan has strategically placed the "Oriental Life Aesthetics" at the top, and has actively explored the combination of cultural genes and modern consumption trends. In 2023, the Oriental Life Aesthetics Research Institute will be established and the "White Paper on Oriental Life Aesthetics" will be released; What is more worth looking forward to is that on May 19 this year, the "Shanghai Oriental Life Aesthetics Guide Map" jointly created by the Institute, the European Institute for Comparative Cities, the European Union Asia Center and a number of well-known institutions will be released at the Shanghai branch of China Tourism Day. From the perspective of international tourists, the guide map selects more than 100 of Shanghai's most representative oriental life aesthetics experience points, which are divided into three chapters: Shanghai must visit, Shanghai rhythm and authentic Shanghai, providing international friends from all over the world with an intimate guide to experience lifestyle tourism in Shanghai.
At the same time, Yuyuan Co., Ltd. has also continuously consolidated the digital capabilities of the company and its industries, increased the layout of science and technology, and successively established five science and technology innovation centers to comprehensively improve industrial operation capabilities and product competitiveness.
Relying on the advantages of Shanghai's cultural business card and landmark business district, Yuyuan Co., Ltd. accelerates the speed of digital transformation through scientific and 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. Up to now, Yuyuan 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.
With the help of culture and scientific innovation, the company's time-honored brand has also been reborn. The company's jewelry brand Laomiao's fist product "Guyun Gold" series products continue to improve; Shanghai Watch deeply excavates the cultural value of the brand and launches a variety of popular products; The Science and Technology Innovation Center of Culture and Catering Group focuses on food technology innovation, and highly restores the "ancestral formula" and classic delicacy of time-honored brands, so that it can further enter supermarkets and consumers' homes.
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.
Reporter / Fan Yuhao
Editor / Huang Qianwen
Photo / Yuyuan shares
Please indicate that it is from the official WeChat of Shanghai Huangpu