Group 1 - The drama "The Lychee of Chang'an" has sparked a surge in interest for lychee-related tourism and consumption, with a significant increase in procurement and sales of lychee this summer, particularly in Guangdong, where transaction volume increased by over 560% year-on-year [1] - The drama has led to the promotion of various tourist attractions related to lychee, with many social media posts showcasing themed travel routes that allow visitors to taste lychee and explore the area [1] - The central government's recent policy encourages the development of local specialty brands, addressing the challenges faced in agricultural brand building, which often results in low pricing for unique agricultural products [1] Group 2 - Guangdong is the leading producer of lychee in China, with an estimated production of about 1.6 million tons this year, and over 1.8 million people are employed in the lychee industry [2] - The Guangdong Provincial Department of Agriculture has initiated a promotional action plan for lychee sales, focusing on different production areas and varieties to extend the supply period of fresh fruit [2] - The "Hundred Counties, Thousand Towns, and Ten Thousand Villages" initiative aims to enhance the economic development of various regions in Guangdong, with a specific focus on agricultural product marketing systems [2][3] Group 3 - The "12221" marketing system aims to establish a comprehensive agricultural product data network, develop procurement teams, and expand market reach, with the goal of improving brand recognition and farmer income [3] - By 2025, Guangdong aims to have 21 out of 31 recognized lychee varieties in the national catalog, showcasing its commitment to agricultural excellence [3] - Guangdong's lychee industry is also being positioned as a potential global brand, with the establishment of the largest lychee export group in China, indicating a strategic move towards international markets [3]

Core Insights - The launch of the TV series "Lychee of Chang'an" has significantly increased the popularity of lychee-related food, attractions, and discussions, leading to a surge in both online and offline sales of lychee, with a reported increase of over 560% in transaction value for Guangdong lychee compared to last year [1] - The series has also prompted local tourism media in Guangdong and Xi'an to promote related attractions, resulting in a rise in tourist visits to sites associated with the lychee transportation theme [1] - The central government's recent policy emphasizes the importance of developing local specialty brands to enhance agricultural product marketing and sales [1][2] Industry Overview - Lychee is one of Guangdong's most important agricultural products, with the province leading the nation in cultivation area, production, and value, employing over 1.8 million people in the industry [2] - The expected lychee production for this year in Guangdong is approximately 1.6 million tons, marking a peak production year [2] - The Guangdong Provincial Department of Agriculture has initiated a promotional action plan for lychee sales, targeting various production areas to optimize marketing strategies and extend the supply period [2][3] Agricultural Development Strategy - The "12221" market system aims to enhance agricultural product branding and sales, focusing on data collection, market expansion, and promotional activities [3] - The "Hundred Counties, Thousand Towns, and Ten Thousand Villages" initiative seeks to improve the economic development of all administrative levels in Guangdong, with specific goals set for the next decade [3] - Guangdong has successfully included 21 lychee varieties in the national list of quality agricultural products, showcasing its potential to establish a global reputation for lychee [3] Export Potential - Guangdong has formed the largest lychee export group in China, indicating a strategic move to enhance its international market presence [3]

Core Insights - The drama "The Lychee of Chang'an" has sparked a significant interest in lychees, leading to a surge in both online and offline consumption of the fruit [1][2] - The series promotes a synergy between the film industry, tourism, and the lychee industry, aiming to enhance agricultural support through cultural content [1] Industry and Company Summary - The drama's storyline revolves around the transportation of fresh lychees from Lingnan to Chang'an during the Tang Dynasty, which has resonated with audiences and increased interest in related culinary and scenic experiences [1] - Following the show's release, there has been a 143% increase in search volume for "Guangdong lychee" compared to May, indicating heightened consumer interest [1] - Collaborative marketing efforts have emerged, with brands launching co-branded lychee gift boxes, including varieties featured in the show, leading to strong sales [1] - The tourism sectors in Guangdong and Xi'an have experienced a rise in popularity, with the show hosting preview screenings in these cities and generating interest in local attractions related to the lychee transportation theme [2] - Social media has seen a surge in themed travel itineraries inspired by the series, encouraging tourists to explore lychee tasting and hiking experiences [2]