Weinian Updates Review | January–June 2025

In 2025, Weinian Group continued to deepen its presence in the local specialty food sector, advancing both online and offline initiatives and achieving results in brand operations, channel expansion, industry promotion, and related areas. During the year, we led the drafting of three industry standards, one of which became the highest standard in its field; conducted 15 user evaluation campaigns with more than 70,000 sign-ups; retained the annual TOP1 brand sales ranking in Douyin’s Instant Vermicelli / Rice Noodles / Luosifen category for our core category; held 11 national touring music festival events; participated in four major domestic and international exhibitions; and created innovative products through collaborations with well-known IP and intangible cultural heritage resources.

We wrote progress through growth, delivered a strong answer through solid work, and conveyed warmth through public welfare efforts. Thank you all for your support and encouragement over the past year. Below is a review of updates from January to June 2025:

January 2025

● Choubao appeared on CCTV.com’s Every Bite Is a Taste of China series, following the cultural IP of Liu Zongyuan, the first-generation ambassador for luosifen promotion, to explore the integration of multi-ethnic food cultures and vividly present the development of a national delicacy from tradition to the mainstream.

March 2025

● Weinian participated in the China Association for Quality Inspection’s “3・15” International Consumer Rights Day themed campaign, “Commitment to Integrity in Product and Service Quality,” and received two certifications: “National Enterprise with Integrity Commitments for Product and Service Quality” and “Nationally Stable Quality-Inspection Qualified Product.”

● Choubao launched the “Treasure Spring Garden Party” themed promotion, primarily through offline mini shows, with nearly 400 events implemented in total. Building on regular tastings, purchase gifts, and promotions, the campaign creatively added fun interactions such as graffiti activities and ball-toss prize draws. As the brand’s first seasonal themed marketing campaign, it was well received by supermarket channels and consumers.

● Brands operated by Weinian participated in the China Food and Drinks Fair, a leading comprehensive domestic exhibition, attracting many exhibitors and professional visitors through a carefully designed immersive booth and innovative interactive experiences.

● Choubao collected more than 8,000 user opinions, held in-depth conversations with 35 users, conducted more than ten rounds of sampling, and incorporated feedback from over 20 rounds of evaluations. Together with users, Choubao finalized and launched the flavor of First Fresh Broth Liuzhou Luosifen, earning widespread praise.

April 2025

● Choubao advanced its first offline music festival initiative. Across the year, 11 events were held nationwide across five major regions. Working closely with organizers including Yinhe Left Bank, Taihu Bay, Oxygen, Lejian Chaoxiang, and Mingming Henmang, each event drew strong crowds and received positive feedback from music fans.

● Bao Chengcheng, head of Weinian’s Technology Department, was invited to attend the Liuzhou Luosifen Industry (Deep Processing of Agricultural Products) High-Quality Development Conference. As a corporate representative, Bao shared thoughts on the application of AI technology across the full process of quality control and sales in the luosifen industry. Related reports were reposted by multiple authoritative media outlets, including People’s Daily Online, Guangming Online, and Hong Kong Commercial Daily Online.

● Choubao launched durian luosifen, bringing together authentic Liuzhou flavor and durian in a bold flavor innovation for the brand.

● Choubao’s first cold-chain product, a Hema-channel co-branded Choubao Luosifen Duck Feet Pot, was launched simultaneously, recreating the texture and flavor of freshly cooked restaurant dishes.

● Guangxi Xingnong Weinian Food Co., Ltd., a Weinian subsidiary, co-organized the National Innovation and Development Symposium for Leading Luosifen Brick-and-Mortar Store Enterprises. Together with leaders from the Liuzhou Municipal Bureau of Commerce, the Luosifen Industry Development Center, leading luosifen store enterprises nationwide, and local supply chain partners, participants discussed directions for industry innovation and deepened collaboration across the upstream and downstream industrial chain.

May 2025

● The light industry standard QB/T2652-2025 Rice Noodles (Rice Vermicelli), led and revised by Weinian subsidiary Guangxi Xingliu Food Co., Ltd., was officially approved and released. The standard has become the highest domestic industry standard for rice noodles (rice vermicelli), systematically regulating product raw materials, production processes, safety indicators, and more. It will officially take effect on May 1, 2026.

● Choubao was invited to appear at the FBIF2025 Food and Beverage Innovation Forum. Han Lijuan, Head of Overseas Channels, joined the roundtable discussion “Breaking Through and Winning Together: A New Era for Chinese Food and Beverage Brands Going Global,” sharing experience on brand internationalization paths, overseas market layouts, and related topics, expanding the brand’s international industry influence.

● Choubao carried out the Labor Day themed campaign “Reward Yourself with Ingredients, Enjoy a Bowl Full of Choubao,” implementing more than 200 events. The campaign expanded beyond supermarket channels with new outdoor special sales events and small roadshows, while adding interactive games such as Choubao-themed Huarong Dao and timed pearl-claw challenges. During Mother’s Day, it added “A Love Letter to Mom” card giveaways and limited carnation gifts, bringing emotional warmth into marketing and deepening connections with consumers.

● Brands operated by Weinian participated in two major exhibitions, SIAL and the Canton Fair, successfully attracting broad attention through carefully designed immersive booths and interactive experiences.

June 2025

● The Li Ziqi brand launched its coriander series luosifen and hot and sour noodles across all channels, with especially strong sales feedback for coriander luosifen on the online flagship store.

● The Li Ziqi brand launched the [Portable Cup Series] Daily Lotus Root Starch and Brown Sugar Ginger Tea, creating portable use scenarios for instant-brew products. The main link for the Daily Lotus Root Starch cup series became TOP1 on Douyin’s lotus root starch product ranking in December, with monthly sales exceeding 300,000 cups.