On April 23, the opening ceremony of a large-scale charity education fund named “Xiangjiao · My University Dream” for 2019 and the spring jar sealing festival of Xiangjiao Liquor Co., Ltd. were held in the Xiangjiao Ecological Cultural Brewery Town. After sponsoring 1,071 poor college students from Hunan Province last year, Xiangjiao will once again fund at least 1,000 poor Hunan students through their college years.

Zhong Na, deputy secretary of the Communist Youth League of Hunan Provincial Committee; Cao Puhua,  deputy secretary of the CPC Shaoyang Municipal Committee and director of the United Front Work Department of Shaoyang City; Zeng Yi, secretary of the Communist Youth League of Shaoyang Municipal Committee; Wan Yi, executive deputy secretary general of Hunan Youth Development Foundation; Luo Qiyu, executive member of Chinese Taekwondo Association and chairman of Hunan Taekwondo Association; Yan Tao, president of Jindong Group and Xiangjiao Liquor Co., Ltd.; Wang Xiaoyu, secretary of the Party Committee of Jindong Group and general manager of Xiangjiao Liquor Co., Ltd., as well as reporters from 40 mainstream media at provincial and local levels and more than 200 dealers and outlet customers were invited to the event.

Charity education campaign “Xiangjiao · My University Dream” sets off for the year

At the opening ceremony of the large-scale charity education fund named “Xiangjiao · My University Dream”, Deputy Secretaries Zhong Na and Cao Puhua delivered speeches, respectively. They indicated that they would continue to support the large-scale charity education fund “Xiangjiao · My University Dream”, so that the charity initiative would benefit more needed students.

President Yan Tao said in his speech that the charity campaign funded 1,071 poor college students from Hunan in 2018 and that Xiangjiao would help more needed students in 2019 by living up to higher standards, greater communication efforts, and more donations.

As a permanent charity brand, “Xiangjiao · My University Dream” offers a scholarship of RMB 5,000 per capita to at least 1,000 poor students in Hunan Province who take the college entrance examination and are admitted into full-time regular higher educational institutions every year.

More than 400 dealers and outlet customers attended the spring jar sealing ceremony

At the 2019 spring jar sealing festival of Xiangjiao, ancient Chinese drinking rituals and sacrifice cultures were revived. A series of traditional cultures such as worshiping wine ancestors, expressing gratitude to the heaven and the earth, and passing down wine related doctrines were revisited and became highlights of this event.

The ceremony was immersed in a solemn atmosphere created by melodious ancient music. Dressed in beautiful and magnificent costumes, ritualists worshiped wine ancestors, dedicate the five grains, and recited The Jar Sealing Ode of Xiangjiao under the guidance of the ritual moderator and according to the traditional rite. In the solemn and grand atmosphere, the ritual moderator invited nine guests onto the stage to seal nine jars of liquor made in this spring and marked the ending of the ceremony when the sealing was done. The whole ritual process witnessed the devout worship of “ancient men” to “wine as an essential element of rituals”, which fits well with modern people’s reverence for the prosperous times of rites and music.

More than 400 dealers and outlet customers participated in the jar sealing session of the spring ceremony. Xiangjiao will convert the actual sales generated by this event into the fund pool of the charity campaign “Xiangjiao · My University Dream” on a pro rata basis. If the customers sealed 0.5 ton liquor, Xiangjiao would withdraw RMB 10,000 for the fund pool; if the customers sealed 0.15 ton liquor, Xiangjiao would withdraw RMB 3,000 for the fund pool.