以青春创意为茗 品新时代茶香 京华2025春季征集大赛圆满落幕

Core Viewpoint - The event organized by Jinghua, a time-honored brand under Shou Nong Food Group, successfully engaged young people in a creative journey, blending traditional tea culture with modern lifestyles [1][6]. Group 1: Event Highlights - The Jinghua 2025 Spring Collection Contest concluded with a celebration in Beijing, showcasing innovative designs that incorporate local cultural elements and modern packaging concepts [3][5]. - The event featured a creative space where students could taste Jinghua's classic teas and present their design works, fostering a dialogue between the brand and the youth [5][6]. - Jinghua's marketing director emphasized the importance of the contest in connecting the brand with young consumers and gathering valuable feedback and creative ideas [6]. Group 2: Contest Structure - The contest began in spring 2025, inviting students from across the country to submit works in graphic advertising and packaging design, aiming to unlock a new era of tea culture [7][9]. - From March to May, the contest included both online and offline activities, engaging with students through discussions about Jinghua's history and tea-making techniques [9][11]. - An expert evaluation meeting held in late June assessed the submitted works based on creativity, brand alignment, and feasibility, recognizing outstanding contributions from students [11]. Group 3: Future Implications - The contest represents a creative seed for Jinghua, aiming to rejuvenate the brand and connect with younger generations through innovative expressions of traditional tea culture [12]. - Students highlighted the importance of blending tradition with modernity, suggesting that the brand's evolution should reflect contemporary lifestyles while maintaining its heritage [12]. - The event's impact on social media and campus activities indicates that Jinghua's tea culture is gradually integrating into the daily lives of young consumers [12].