HAI TIAN(SH:603288) Zhong Guo Jin Rong Xin Xi Wang·2025-06-03 08:06Core Viewpoint - The event of the 2025 China (Foshan) Diediao Dragon Boat Drift Race, sponsored by the local leading company Haitian, represents a new model of brand marketing that deeply integrates local culture and tourism, showcasing the potential for urban and corporate synergy [2][11]. Group 1: Event Overview - The Diediao Dragon Boat Drift Race officially commenced on May 31, featuring 25-meter-long dragon boats racing in a narrow river with an average width of only 6 meters, igniting excitement throughout Foshan [2][4]. - The event attracted a large crowd, with attendees from various backgrounds, including local residents and international visitors, all eager to experience the rich cultural heritage associated with the dragon boat race [2][6]. Group 2: Brand Integration - Haitian, with a 400-year history, leverages its deep cultural roots in Foshan to activate the local cultural tourism industry, creating a closed-loop of growth and community support [2][15]. - The race featured Haitian branding prominently, with participants wearing uniforms displaying the company logo, and culinary demonstrations using Haitian sauces, enhancing the brand's visibility and connection to local culture [4][6]. Group 3: Social Media and Global Reach - The event sparked significant engagement on social media, leading to the launch of a global short video co-creation competition titled "Haitian Invites You to Taste Foshan," which aimed to promote the local culture and attract a wider audience [6][11]. - A live broadcast featuring prominent host Sa Beining achieved 126 million exposures and 43.59 million viewers, marking a record for similar broadcasts in the past two years, effectively showcasing Foshan's cultural identity to a global audience [7][11]. Group 4: Cultural and Economic Impact - The collaboration between Haitian and Foshan's cultural tourism sector has resulted in the design of diverse tourism routes that highlight local heritage, cuisine, and natural beauty, transforming online interest into offline experiences [11][13]. - The event has significantly enhanced Haitian's brand reputation, positioning it as a cultural ambassador for Foshan, with increased consumer recognition beyond just its soy sauce products [15].