记者了解到，一段时间以来，广东省乡村振兴文化服务产业园探索以文化叙事赋能品牌、以品牌增值驱动全链升级的现代农业发展路径，为"百县千镇万村 高质量发展工程"落地和农业高质量发展提供支撑。 品牌故事推动广东农产品出海。"荔枝花旦"IP把岭南戏曲的柔美和荔枝的甜美结合，助力广东荔枝成功进入欧美高端市场；梅州柚紧扣"团圆柚"主题，以客 家迁徙文化为纽带，向全球客属侨胞讲述乡愁故事，稳定出口国际市场。 新模式还催生了新农人。高州"荔枝天团"、"化橘红哥哥"廖志略、德庆"贡柑妹妹"陈慧等一批新农人脱颖而出，他们从生产者转变为品牌代言人和价值创造 者。通过拍摄微短剧等方式，拉动村庄集体经济和村民收入，带动种植、加工和销售升级。 据介绍，广东省乡村振兴文化服务产业园通过"媒体+"赋能，以文化品牌建设为牵引、系统重构农业产业价值，遵循"文化挖掘-品牌塑造-市场扩容-产业升 级-农民增收"的循环逻辑，回应了农业高质量发展阶段对品牌化、集群化、融合化的迫切需求。 "我们扮演的角色，就是帮'土特产'找到它独特的情感坐标和文化叙事，让消费者为价值买单，而非仅仅为重量付费。"广东省乡村振兴文化服务产业园负责 人严亮说，产业园努力在政府的 ...

南农晨读 | 暖冬 助农_南方+_南 方plus 平衡，是广东实 现高质量发展必 社论丨向"新"而 行 向"协"而进 ——广东"百千 万工程"绘就城 乡区域协调发展 新图景 城乡区域发展不 化进程中一道具 有普遍性的课 题。当岭南大地 以占全国1.9%的 陆地面积承载了 全国8.9%的人 口、创造了全国 10.8%的经济总 量时，其内部， 占地面积近七成 的粤东粤西粤北 地区经济总量却 不到全省两成。 这道"阿喀琉斯 之踵"般的难 题，考验着发展 【今日关注】 须跨越的关隘， 也是中国式现代 的智慧与战略的 定力。 三载奋战"百千 万"，昂 首"粤"进新征程 煤炭小镇"上崛 起国防教育基 地、昔日无人问 津的"空心村"如 今俘获百万游 客、"三日味 变"的荔枝鲜果 远销22国……这 些翻天覆地的变 化，正在南粤大 地生动上 演。"你们实施 的'百县千镇万 村高质量发展工 程'，让乡镇面 貌有了新的变 化，要持续抓下 去。"2025年11 月，习近平总书 记视察广东时， 充分肯定"百千 万工程"，并叮 嘱广东要完善区 域协调发展、城 乡融合发展体制 机制，逐步补齐 城乡区域发展差 距仍然较大这个 短板。 绘就城 ...

靠"讲故事"助 力"百千万"：解 码广东"媒体 +"产业园的产业 升级逻辑_南方 +_南方plus 在广东，有家现 代农业产业园， 不种、不养，主 责主业是讲好种 与养的故事，在 种和养形成的物 质价值中增创品 牌价值、文化价 值。这家产业园 在繁华的广州大 道中289号，叫 广东省乡村振兴 文化服务产业 园。 在这里，农产品 正被重新定义： 徐闻菠萝不仅是 水果，更是连接 天地的"菠萝的 海"；四会兰花 不只是盆栽，更 徐闻"菠萝的海"。 是承载"父爱如 兰"的情感信 物。从"土特 产"到"大产 业"，从"论斤 卖"到"论品牌 卖"，一场由"媒 体+"深度驱动的 农业价值革命正 在发生。以该产 业园为引擎，广 东探索出一条以 文化叙事赋能品 牌、以品牌增值 驱动全链升级的 现代农业发展新 路径，为"百千 万工程"落地和 农业高质量发展 提供了软实力支 撑。 一、必然逻辑： 为什么农业高质 量发展亟需"讲 故事"？ 当前，我国农业 正从"增产导 向"迈向"提质导 向" 。 "十五 五"规划强调发 展科技、绿色、 质量、品牌农 业，其核心挑战 在于如何实现价 值跃升。产品同 质化、增产不增 收、好货卖不出 好价 ...

Core Viewpoint - The training program aims to empower agricultural leaders from Guizhou and Sichuan provinces by leveraging the "Media+" model to enhance brand value and activate new industrial dynamics in the Guangdong-Hong Kong-Macao Greater Bay Area [10][12][30]. Group 1 - The training session, part of the "Head Goose" project, gathered 180 rural industry leaders from Guizhou and Sichuan to learn from the Greater Bay Area [3][4][29]. - Customized courses were designed to improve management capabilities and brand marketing, with practical visits to Shenzhen, Guangzhou, and Zhuhai [5][6][7]. - The "Media+" model is highlighted as a strategic lever for reconstructing value in the agricultural supply chain, focusing on emotional narratives and cultural symbols [30][12][31]. Group 2 - The "Media+" strategy has shown significant results since its implementation in 2025, with the "Media+ Year Fish Economy" model driving the entire industry chain's output value to exceed 20 billion [16][22]. - The collaboration between Zhuhai and Zunyi has led to the creation of a "Media+ Supply Chain" alliance, enhancing the tea industry's upgrade and transforming traditional tea raw materials into consumer brands [24][25]. - The new tea beverage industry cluster in Zunyi is projected to reach a total output value of 718 million in 2024, with ambitions to hit 1 billion in 2025 [26][27]. Group 3 - The training emphasized the importance of emotional value in agricultural products, encouraging a shift from functional consumption to emotional consumption [39][40][32]. - Participants shared insights on how to utilize successful models and new media strategies to build vibrant regional brands [44][45]. - The course revealed that cultural attributes are core competitive advantages, with emotional connections becoming essential in the current market landscape [42][43]. Group 4 - The "Head Goose" project is a key initiative for promoting rural revitalization and agricultural modernization, significantly impacting agricultural upgrades and farmers' income [56][57]. - Future activities will focus on sustaining the empowerment mechanism, aiming to connect high-quality agricultural products from Guizhou and Sichuan with the Greater Bay Area supply chain [62][63]. - The program encourages participants to broaden their perspectives and innovate their approaches by learning from the Greater Bay Area's experiences [60][61].

Core Viewpoint - The training program held in Shenzhen aims to ignite new ideas for East-West cooperation by utilizing "Media+" to penetrate larger markets [1][12][19] Group 1: Training Program Overview - The training program was organized by the Shenzhen Municipal Organization Department and the Municipal Rural Revitalization and Cooperation Exchange Bureau [2] - It took place at the Shenzhen Reform and Opening Cadre Academy and included over 50 participants from 22 counties in Guangxi, along with media representatives [4][5] - The program featured a special lecture on "Media+ Empowering Agricultural Product Market System Construction" based on Guangdong's practices [3][12] Group 2: Objectives and Actions - The training is part of Guangdong's "Media+" initiative aimed at promoting rural revitalization and enhancing the agricultural industry [14][19] - The initiative emphasizes the integration of media and rural development, exploring new pathways for agricultural support [15][16] - Following the release of the action plan, Shenzhen is taking the lead in implementing "Media+" to enhance cooperation with Guangxi [17][19] Group 3: Challenges and Solutions - Participants discussed the challenges faced by resource-rich counties, such as attracting investment and promoting local products [26][27] - The "Media+" approach is seen as a potential solution to these challenges, helping to elevate local brands and products [28][30] - Examples from other regions highlighted the effectiveness of media in enhancing product visibility and market reach [29][31] Group 4: Case Studies - The training showcased successful cases like the promotion of "百色芒果" (Baise Mango) through media collaboration, achieving significant sales growth [58][60] - The mango industry in Tianyang district is projected to achieve over 500 million yuan in sales, with a focus on the Greater Bay Area as a key market [59][73] - Other regions, such as Dushan County, are also leveraging "Media+" to promote local specialties like "舌尖上的瑶山牛羊肉" (Yao Mountain Beef and Lamb) [78][80] Group 5: Future Directions - The training emphasized the need for a systematic approach to ensure sustainable outcomes from "Media+" initiatives [91][92] - Participants highlighted the importance of aligning East-West cooperation efforts to meet local needs and capabilities [94][96] - The ultimate goal is to enhance local economies and cultures through effective media strategies, ensuring tangible results in terms of sales and community development [98][100]

Core Viewpoint - The "Media+" initiative aims to enhance agricultural cooperation between Guangdong and Jilin provinces, focusing on the promotion of high-quality agricultural products and the establishment of a robust market system through cultural empowerment and media integration [10][11][12]. Group 1: Event Overview - The Jilin-Guangdong Agricultural Sharing Economy and Quality Specialty Agricultural Products Promotion Conference was held during the 24th Changchun International Agricultural and Food Expo [2][3]. - The conference emphasized themes such as technological agriculture, green agriculture, quality agriculture, and brand agriculture [4][5]. Group 2: Media Empowerment - The "Media+" initiative is seen as a transformative approach to empower agricultural market systems, integrating culture and media to enhance product value and market reach [9][30]. - The initiative has sparked a wave of exploration and discussion across various industries, promoting a new paradigm of cooperation between Jilin and Guangdong [11][12]. Group 3: Agricultural Cooperation - The collaboration between Jilin and Guangdong has led to the development of numerous products, market connections, and export enterprises, establishing a new cooperative model known as the "Four Shares" [12][13]. - Jilin officials expressed the intention to adopt Guangdong's successful experiences in cultural empowerment and media integration to boost local agricultural products [14][15]. Group 4: Brand Development - The initiative aims to transform regional products into trusted national brands by connecting cultural narratives with consumer experiences through media [16][17]. - Various companies are leveraging the "Media+" strategy to enhance brand recognition and market presence, focusing on consumer trends and product innovation [39][40]. Group 5: Future Directions - Guangdong plans to collaborate with Jilin to create a "New Year Dish" matrix, elevating local specialties like Jilin ginseng into culturally significant products through media promotion [48][49].

Core Viewpoint - The "Fatherly Love Like Orchid" cultural week event was launched in the Guangdong-Hong Kong-Macao Greater Bay Area, combining the themes of fatherly love and orchid culture to create a new cultural significance for Father's Day [4][6][70]. Group 1: Event Overview - The event took place on June 10, coinciding with Father's Day, at the Guangzhou Pearl River Park, featuring a blend of visual and sensory experiences centered around orchids and fatherly love [4][5][10]. - The event showcased the "Qi Tian Da Sheng" orchid, a specially developed flower for Father's Day, symbolizing strength and protection, akin to the character Sun Wukong from Chinese mythology [11][32]. Group 2: Industry Development - Fourhui has become the largest orchid cultivation base in the Guangdong-Hong Kong-Macao Greater Bay Area, with 62 orchid enterprises and an annual seedling production of 33 million [16]. - The "Fatherly Love Like Orchid" brand has been recognized as an excellent case in the "2025 My Favorite Chinese Brand" initiative, highlighting its successful market positioning [17]. Group 3: Cultural Integration - The event aims to transform "Fatherly Love Like Orchid" from a festive symbol into a sustainable cultural IP, contributing to rural revitalization [19]. - The integration of technology and culture is emphasized, with initiatives like AI orchid consulting and the production of a micro-drama titled "Fatherly Love Like Orchid," which has garnered nearly one million views online [39][50]. Group 4: Marketing and Promotion - The event included promotional activities at key locations such as Guangzhou Orchid Garden and Baiyun Airport, aiming to enhance the visibility of Fourhui orchids [82][85]. - The cultural week is part of a broader strategy to leverage the unique cultural attributes of Fourhui orchids, enhancing brand value through association with iconic landmarks like the Guangzhou Tower [79][78].

Core Viewpoint - The "Fatherly Love Like Orchids" brand initiative from Guangdong's Siqian has been recognized as an exemplary case in China's branding efforts, particularly for its innovative approach to celebrating Father's Day through the promotion of orchids as a gift [3][4][50]. Group 1: Brand Initiative and Recognition - The "Fatherly Love Like Orchids" brand case was selected as an exemplary case in the "2025 My Favorite Chinese Brand Case" during the World Brand Moganshan Conference [3][4]. - Since 2022, Siqian has leveraged the Guangdong "12221" market system to promote the concept of gifting orchids for Father's Day, creating emotional resonance around the idea of "Fatherly Love Like Orchids" [5][6][27]. Group 2: Economic Impact and Market Development - The initiative has transformed the traditional off-peak season for orchids into a peak sales period, with prices increasing from 20 yuan to 40 yuan per pot and sales volume rising from 850,000 pots to 3 million pots within 50 days of the campaign launch [34][35]. - Siqian has developed into the largest orchid cultivation base in the Guangdong-Hong Kong-Macao Greater Bay Area, with 62 orchid enterprises and an annual output value of approximately 400 million yuan [37][38]. Group 3: Cultural and Community Engagement - The initiative emphasizes the cultural significance of orchids and their connection to paternal love, aiming to deepen the emotional narrative around the product [41][59]. - Various activities have been organized over the years, including the introduction of an AI orchid consultant and the production of a micro-drama to promote orchid culture and industry development [42][45].

Core Viewpoint - The "Civilized Rural Wind Enriching South Guangdong" series of activities aims to promote and revitalize the cultural heritage of rural areas in Guangdong, showcasing the region's rich cultural diversity and creativity through various artistic performances and community engagement [3][11][35]. Group 1: Event Overview - The series of activities was launched in Guangzhou, featuring multiple artistic performances that received enthusiastic applause [3][4]. - The initiative employs seven key strategies: creation, competition, performance, selection, exhibition, tourism, and transmission, likened to seven keys unlocking the cultural treasures of Lingnan [5][6]. Group 2: Cultural Heritage and Innovation - The event highlighted 50 unique stalls at a rural intangible cultural heritage market, blending traditional and modern elements, such as the vibrant Guangcai porcelain painting and the innovative "new-style health" concepts [6][8]. - The cultural richness of Guangdong is reflected in its 26,500 administrative villages, housing 32 million residents, and nurturing the essence of Lingnan culture [12][11]. Group 3: Future Development Strategies - To further enhance the appeal of Lingnan rural arts, three main strategies are proposed: 1. Focusing on "people" to activate cultural vitality through community participation and shared experiences [17][19]. 2. Emphasizing "quality" to create cultural IPs and branding, such as promoting the Yingge dance as a world intangible cultural heritage [22][24]. 3. Establishing a sustainable cultural ecosystem through a year-round cultural event model, ensuring continuous engagement and resource integration at various administrative levels [28][30]. Group 4: Conclusion and Vision - The "Civilized Rural Wind Enriching South Guangdong" activities are positioned as a pivotal moment for the "Hundred-Thousand-Ten Thousand Project," aiming to reshape the spiritual fabric of Lingnan villages and enhance cultural supply and community involvement [32][35].