The 2026 Transplanting Festival of SHIYUE DAOTIAN has recently commenced. This marks the fifth consecutive year the brand has cultivated its Transplanting Festival IP. With the theme "Cultivating Anew, Guarding the Hearth's Warmth," the brand is moving beyond simply showcasing "beautiful landscapes and quality rice." It now presents a complete narrative from field to table, from content to product, to answer a deeper question: why are SHIYUE DAOTIAN's products worthy of consumer trust?
From "Beautiful Landscapes" to "Quality Agriculture": Closing the Trust Loop SHIYUE DAOTIAN demonstrates its quality assurance chain from origin to dining table by showcasing the daily realities of frontline agricultural workers and the practical application of modern farming technology. The brand recently released the first vlog in its Transplanting Festival series, titled "Fertile Land," focusing on the cultivation and protection of the black soil in its core production region in Northeast China. Through the first-person perspective of a frontline new-generation farmer, narrated sincerely by the brand's mascot "Little October," the video reveals that fertile land is not inherent but the result of 15 years of dedicated black soil conservation. It highlights features like the meter-thick cold-region black soil, the pristine ecology at 45° north latitude, deep plowing every two to three years, and scientific farming practices.
Simultaneously, a series of dynamic posters visually connects the entire journey from a single seedling to a bowl of rice. The posters detail the process for SHIYUE DAOTIAN's premium green Wuchang rice from the cold region: nurtured by thick black soil, irrigated with living water, accumulating nutrients over 145 days, followed by graded temperature-controlled storage, sequential rice milling, and culminating in professional inspection reports. These details, typically hidden deep within the supply chain, are collectively presented by SHIYUE DAOTIAN. Consumers see not just a poster or a rice paddy, but a closed-loop system of trust assurance.
Brand Warmth: The Second Season of "Birth Rice," Guarding New Life and Hearth's Warmth Beyond its robust industrial narrative, SHIYUE DAOTIAN's Transplanting Festival retains a unique brand warmth. On Mother's Day, May 10th, SHIYUE DAOTIAN launched the second season of its "October Birth Rice" public welfare initiative. In collaboration with a mother of three and KOL "Haige | Guardian of Maternal Strength," the brand invited 300 expectant mothers with due dates in October to receive a customized "Gift of Nature · Birth Rice" gift box during the new rice harvest season.
"From transplanting to harvest, from gestation to new life—time guards the land and mothers with the same rhythm." In 2025, SHIYUE DAOTIAN initiated this heartwarming Birth Rice activity, inviting 100 expectant mothers due in October. After their babies were born, the brand sent them a Wuchang rice gift box equal in weight to their newborn, creating a ritualistic sense of "life's weight equaling nature's weight." The 2026 second season continues this emotional connection—using a bowl of good rice to accompany each expectant mother through the sunrise and sunset of her pregnancy, and using the weight of time to measure the significance of each baby. This natural gift allows SHIYUE DAOTIAN to transition from product to emotional resonance, infusing the Transplanting Festival with the most sincere warmth.
Value Cultivation Driven by Demand Over five consecutive years of the Transplanting Festival, SHIYUE DAOTIAN has evolved from "visiting the origin" to "enabling consumers to understand from the source why it is trustworthy." This evolution reflects not only a robust display of the brand's industrial strength but also a dual response to policy shifts and consumption upgrades.
Concurrently, profound changes are occurring on the consumer side. Concepts of green, organic, and healthy eating continue to gain traction. Consumer demand for food is extending from "tasty" to "eating with understanding and peace of mind." Origin traceability and quality transparency are increasingly becoming crucial factors in purchasing decisions.
SHIYUE DAOTIAN's Transplanting Festival practices are a precise response to this dual change. Five consecutive years of origin traceability is not a mere slogan. It represents meticulous cultivation in the rice paddies every spring and day-to-day, full-chain quality guardianship.