Nineteen Years To Build "Red Bean Tanabata Festival"

Nineteen years to build "red bean Tanabata Festival"

Red bean group uses traditional culture to write brand love.

"Star Bridge, magpie driving, only years." On the evening of August 7th, at 6:00 on the 7th of July, the red bean group's "Qixi red bean sentiment red concert" was solemnly staged at the little Hongkong square of Wanda city in Donggang, Wuxi. The concert centered on "love", saying "love words", singing "love songs" and showing "affection". In addition to more than 1600 spectators at the scene, there are 15 million 47 thousand and 600 red spectators and spectators watching the concert on the live platform.

With the improvement of people's living standard and the increasing demand for material and cultural, traditional festivals like Tanabata Festival have been given more "commercial colors", but preserving and inheriting the "cultural background" is also very important in all kinds of business promotions and festivals.

As early as the middle of 90s, Zhou Yaoting, founder of the red bean group, found that with the westward movement, Christmas and Western Valentine's Day became more and more popular in China, and our own traditional festivals such as Dragon Boat Festival and Tanabata Festival were gradually forgotten. Therefore, in the late 90s of last century, Zhou Yaoting took the enthusiasm of starting a business, and took the red bean as the carrier, and began to carry forward the "Qixi" road of "cultural fool". From 2001 onwards, the red bean group began to create "red bean Qixi Festival", advocating the Chinese people to celebrate their Valentine's day; in 2004 and 2005, Zhou Yaoting, the NPC deputy, submitted a motion on July 7, Dragon Boat Festival and other traditional festivals as national holidays. Gradually, many places started "Qixi".

"Tanabata" originated from the worship of nature. The story of the Altair Vega appeared at least three thousand or four thousand years ago. With the development of time, the ancients linked the magpie bridge between the Cowherd and the weaving girl with the "Qixi", one of the folk tales of love and legend, giving the latter the color of "love". When the red bean group advocated the "red bean Tanabata Festival", it extolled the loyalty and love of the Cowherd and the weaving girl, and showed the national spirit, more conforming to the modern view of marriage and love, giving the new era color of the farming civilization, and taking the "red bean" as the carrier of Chinese Valentine's day. "Red bean" contains Acacia and good wishes. It is a token that is suitable for lovers, friends and relatives to give each other. The red bean group, when advocating everyone's "red bean Tanabata Festival", is not limited to love, but extends to friendship, family ties, homesickness, family feelings, and develops little love into love.

The main activities of previous Tanabata Valentine's day include: guessing riddles, poetry meetings, "Qixi" garden activities, according to the traditional customs, "river lamp", ethnologist forum, "levy emotion", and "200 thousand yuan seeking contemporary Wang Wei" poetry contest. On the ninth red bean Festival, the red bean Group donated more than 10 million yuan to the China Youth Entrepreneurship and employment foundation to help young people start their jobs and show their determination to actively carry out their duties. It can be seen that the red bean group advocated "Qixi Festival" is never a show or shouting slogans, but a practical action to carry forward the national traditional culture, to enrich the Tanabata form with ingenuity and deepen the connotation of Tanabata with great love.

From 2001 to now, the red bean group has successfully held the 19 "red bean Tanabata Festival", and the Seventh Festival is also listed as "our festival" by the seven ministries and commissions of the Central Committee. As a private enterprise, red bean has taken the initiative to carry forward the banner of promoting national traditional culture. It is not only the extension of corporate culture and internalization of enterprise character, but also the firm "four confidence", especially the conscious action of strengthening cultural self-confidence. Indeed, cultural self-confidence is the spiritual support for road self-confidence, theoretical self-confidence and institutional self-confidence. General secretary Xi Jinping pointed out that "cultural self-confidence is a more fundamental, broader and deeper self-confidence." To strengthen cultural confidence, we must strengthen the excavation and elucidation of Chinese excellent traditional culture, creative transformation and innovative development. Chinese traditional festivals are an important part of Chinese traditional culture. No matter how the society develops, how the times change, how technology advances, and keeps the pulse of traditional culture, can we build the soul of a nation and a unique secret of a firm based on the world's brand.