The 65Th Anniversary Of Hongdou, The "Red Bean Tanabata Festival", The More And More Popular "Cultural IP"

Among the Chinese famous brands of Canruo stars, Hongdou is famous for its profound Chinese cultural connotation, and is also famous for its more than half a century of more than half a century. It has become a classic legend in the history of tin business. ?

This year, with the opening of the 22nd "red bean Tanabata Festival", Hongdou Group also ushered in its 65th spring and autumn. 22 years ago, Hongdou Group made a meaningful attempt to carry forward the traditional culture, and held the "red bean Tanabata Festival" for the first time in 2001. So far, "red bean Tanabata Festival" has become an inseparable part of the red bean culture, and has become a stronger "cultural IP" of red beans. ?

This year's red bean Tanabata Festival coincides with the 65th anniversary of the founding of Hongdou Group. On the evening of August 4, CCTV variety channel will broadcast the Tanabata party specially presented by Hongdou Group. At the same time, a "cloud celebration" about the development history of red beans will also be launched in Wuxi Taxus village. One south and one north evening party, two cities altogether this Chinese Valentine's day, the world has lovers get together "cloud" festival. ?

For ten years, enterprises rely on brand, while enterprises for 100 years rely on culture. "Let the ancient Tanabata Festival return to the life of contemporary Chinese people, and make the cultural self-confidence take root", which is the original intention of Hongdou Group for 22 consecutive years.

In fact, Chinese Valentine's day has become a "Chinese Valentine's Day".

This pioneering work set off a huge wave in the Chinese literary and artistic circles. More than 30 "literary generals" including he Jingzhi, Ke Yan, Gao Hongbo, Zhao Kai, Ding Mang, Wang liaosheng, and famous writers Yu Guangzhong, Zhao Benfu, Huang Beijia and Jiang Jianmin participated in, praised and supported.

He Jingzhi, a famous poet and playwright, said: "red beans make Chinese people's own Valentine's Day -" red bean Tanabata Festival ". This is very promising, and I agree with it He also gladly wrote an inscription for the festival, "on the seventh day of July, the red bean Acacia Festival." Yu Guangzhong, a famous writer, went to Hongdou Group to participate in the activities of Chinese Valentine's day. He said with emotion that "Tanabata" should be carried forward and become a true Chinese Valentine's day. Red beans should also go back into the hearts of lovers and become their unswerving keepsake. On the 20th Anniversary of the red bean Festival, he Jingzhi, Li Guyi, Liu Zheng Ding Mang and other literary and artistic celebrities have sent blessing videos or congratulatory letters again. ?

The praise and affirmation from the literary and artistic circles is undoubtedly a great inspiration to Hongdou Group, and also makes Hongdou Group more firm in its belief in carrying forward the festival culture of the Double Seventh Festival. Since then, every year's red bean Tanabata Festival has become a cultural feast. "Qixi Festival folk custom expert forum", "looking for contemporary Wang Wei", "love story Essay Contest"... Red beans explore the modern expression of the Chinese Valentine's day culture, so that traditional culture can sit on the "time machine" and quickly resonate and connect with contemporary young people.

The charm of folk customs shows the beauty of the nation. Tanabata, an ancient festival with a history of more than 2000 years, is gradually showing its multiple charm and color under the promotion of red beans. It transcends the years and emits vigor and vitality. In 2006, Qixi Festival was listed in the first batch of national intangible cultural heritage list by the State Council; In 2008, the legend of Cowherd and weaver girl was listed in the second batch of national intangible cultural heritage list. Today, the Double Seventh Festival has become a "Valentine's Day" and "Folk Festival" full of rituals, and it is also getting closer to us through a new form.

Red beans also understand that the achievement of the "red bean Tanabata Festival" is not only the efforts of enterprises themselves, but also the enhancement of national strength. During the "red bean Tanabata Festival" in 2021, the hot sales of red beans will reach 1.066 billion. The strong rising momentum of domestic products reflects the cultural confidence of the new generation of consumers. From the desolation of the Chinese New Year's Eve to its popularity, it is not difficult to see the public's love for traditional culture. This is the vivid presentation of cultural consciousness and cultural confidence rooted in the folk culture, which is also in resonance with the enhancement of national strength and the great increase of national self-confidence. ?

In carrying forward the tradition, but also shaping the trend. From the traditional culture of "treasure", to build the "red bean Tanabata Festival" into a "national festival" from online to offline is becoming an important reason why the festival always keeps fresh and vigorous. After calligraphers and painters splashing ink to welcome the Chinese New Year Festival and hold poetry competitions, Hongdou has gradually extended the activities from "offline" promotion to online media and new media platforms, and new forms such as H5 games, Tiao man and short video have emerged in an endless stream.

Since 2020, red bean's Chinese New Year's Eve party will not only take "live" as the main means of communication, but also launch live broadcast activities before the broadcast of the evening party, so as to bring goods for the brand and warm up for the party. Under the background of the normalization of the epidemic situation, the red bean group has been singing more and more vigorously with its "cultural and economic performance". ?

Nowadays, more and more people are participating in the festival. On last year's red bean Festival, the couplet competition received nearly 10000 pieces of works by more than 2000 couplet writers in China; "Southern poetry, Oriental verve, is the eternal complex, it should be noted that red beans are better than roses"... These excellent poetry couplets related to Tanabata are all contributed by netizens; Hongdou Group specially presented the CCTV variety channel's live broadcast of the Chinese Valentine's Eve party, which reached 1.104%; More than 12.57 million people watched the live show of red bean Tanabata Festival online, stealing 300000 yuan in cash and 77 4999 yuan in cash prizes. ?

From the unknown more than 20 years ago to the "our festival" that the whole people must celebrate now, in the vicissitudes of the land for more than 20 years, the Chinese Valentine's day has evolved from the "desolation" of that year to the "celebration of the whole country". With the responsibility of an enterprise, red bean is committed to helping the revival of the festival. Like red beans, folk actions dedicated to promoting traditional culture and reviving traditional festivals have been running for thousands of years. They have constantly shaped and strengthened the cultural identity and identity of the Chinese people - we are descendants of the Chinese people and Chinese people, and we want to celebrate "our festival". In this process, Hongdou Group has also found the endogenous power of corporate culture and formed the unique cultural IP of Hongdou brand. This is an attempt to awaken the vitality of traditional culture, and it is also an unremitting exploration of a national brand to explore the Centennial gene.