In 2023, we initiated the "China Cultural Innovation Global Development Program" in collaboration with Xinhua News App, aiming to blend traditional Chinese culture with trendy consumer products. The plan focuses on product innovation to promote a fashionable and international expression of Chinese culture.
 
In September 2023, we launched the "Chinese Intangible Cultural Heritage" series, combining intangible cultural heritage such as Nv Shu (women's script), kites, and paper-cutting with various product categories like fragrance, cultural creations and pets. This infusion of trendy traditional Chinese culture in modern products provides another template for the daily, fun, and trendy expression of intangible cultural heritage.