MENGNIU DAIRY(HK:02319) Huan Qiu Wang·2025-12-30 03:12Core Viewpoint - The collaboration between Beijing's Central Axis Protection Public Welfare Foundation and Inner Mongolia Mengniu Dairy Co., Ltd. aims to integrate cultural heritage with modern consumer products through the launch of the "Central Axis Gift" customized pure milk, promoting the theme of "Inheriting the Central Axis, Nourishing New Life" [1][11]. Group 1: Collaboration and Cultural Significance - The Central Axis of Beijing, a historical site over 700 years old, represents a significant cultural heritage, while Mengniu Dairy is a leading enterprise in the dairy industry committed to national nutrition and health [3][11]. - The partnership is rooted in shared values of "guarding" and "nourishing," with the goal of embedding cultural heritage into contemporary life through everyday products [3][5]. Group 2: Product Design and Cultural Activation - The product's packaging reflects a thoughtful design, showcasing the essence of the Central Axis through artistic representations of its 15 heritage sites, using colors inspired by iconic buildings [8][10]. - The packaging includes a QR code that allows consumers to access a digital platform, providing an immersive experience of the Central Axis's history and architectural wisdom, thus transforming the product into an interactive cultural entry point [8][10]. Group 3: Event Highlights and Expert Insights - The launch event featured a unique Hanfu fashion show, symbolizing the blend of traditional and modern aesthetics, and included a lion dance ceremony to signify the new life of this cross-industry collaboration [10][11]. - Experts provided insights on the successful integration of deep cultural essence with modern design and digital technology, highlighting this collaboration as an exemplary case of creative transformation of cultural heritage into consumer products [10][11]. Group 4: Future Prospects - The launch of the "Central Axis Gift" product signifies a meaningful cross-industry exploration, demonstrating that cultural heritage can seamlessly integrate into modern daily life through innovative design and communication [11]. - Both parties expressed intentions to continue exploring ways to infuse historical cultural elements into contemporary living, thereby enhancing the quality of life [11].