4 month 10 Day, the China Heritage·Rongcheng Domain Brand Innovation Festival and the 🛑 26 session IAI The joint final judging session of the Chuanjian International Advertising Awards and the Vertical Awards was successfully held at the picturesque Rongcheng Yue’er Bay Resort Hotel. Experts, industry representatives, brand leaders, and media professionals from across the country gathered to discuss key topics such as urban branding, the upgrading of the marine industry, and innovative integration of culture and tourism, leveraging creativity and content to drive Rongcheng’s development and illuminating its transformative journey from “living by the sea” to “thriving through the sea.” Shandong Xinfafa Holding Co., Ltd. made a prominent appearance at the event, drawing considerable attention.

As China’s urban development enters a new phase of “cognitive competition,” this Innovation and Sharing Festival is not merely a forum for the exchange of ideas—it is also a systematic endeavor to explore how cities can be seen, understood, and aspired to.

From “Resource Advantage” to “Cognitive Attraction”

How Rongcheng Is Being Redefined

Xin Hongye, former deputy director of the Information Center of the Ministry of Culture and Tourism, delivered a presentation titled “How Smart Cultural and Tourism Solutions Are Reshaping Rongcheng’s New Attractiveness as a ‘Sea-Facing, Prosperous’ Regional Brand.” Focusing on the twin themes of “smart cultural and tourism” and “new regional brand appeal,” he provided an in-depth analysis of the current development trends and core challenges facing the cultural and tourism industry. He emphasized that a regional brand is not merely a slogan; rather, it requires systematic, project-based, and sustained efforts to cultivate distinctive cultural symbols. He also offered this message to Rongcheng: on this land blessed with outstanding people and a remarkable environment, create cultural and tourism content that is uniquely yours—content that is both feasible and sustainable in operation.

Xin Hongye, former Deputy Director of the Information Center of the Ministry of Culture and Tourism

From “Born by the Sea” to “Strong by the Sea”

During the corporate promotion session, three representative enterprises, including Shandong Xinfafa Holding Co., Ltd., showcased the depth and innovative vitality of Rongcheng’s marine economy:

Shandong Xinfafa Holding Co., Ltd., under the theme “Chasing Dreams in the Deep Blue, Striving for Maritime Strength,” showcases its comprehensive and in-depth development of the marine industry. Located in Shidao, the easternmost tip of the Shandong Peninsula, the company is a large-scale, diversified conglomerate centered on the marine fisheries, marine food, and marine equipment industries. It has invested in multiple industrial sectors, including Haicheng Group, Lanrun Group, Xinhong Group, and Qingyuan Fishery Group, with operations spanning nearshore and distant-water fishing, food processing, and the repair and construction of ships and marine equipment. Fishery port services, A comprehensive marine industry system has been established across multiple sectors, including marine biotechnology and cold-chain logistics.

Sui Jinhua, Deputy General Manager of Shandong Xinfafa Holding Co., Ltd.

Shandong Xinfafa Holdings Co., Ltd. harnesses technology to unlock the flavors of the deep sea, establishing a “full-category, high-value processing matrix” that covers catches such as tuna, squid, cod, and seaweed. The company offers eight major product lines: fresh seafood, frozen seafood, snack foods, canned tuna, tuna protein peptides, frozen prepared foods, compound seasonings, and pet treats. 300 Our diverse range of products maximizes the value of seafood, bringing everyday culinary delight to countless households.

Yue’er Bay Marketing Night Talk: Seeking Answers in the Sea Breeze

“Yue’er Bay Marketing Night Talks” extend the discussion beyond the conference venue into a more open intellectual space.

In his opening remarks, Liu Guangfei, Executive Chair of the IAI International Advertising Awards, stated: “Prospering by the Sea” is not a spontaneous outcome; rather, it is a systematic undertaking that integrates industry, content, and branding. “Using the Sea as a Medium” means elevating the ocean from a mere geographical concept to a vehicle of value, turning every wave into a conduit for brand communication. This event focuses on the dual themes of “Prospering by the Sea,” exploring how the marine economy and the cultural-tourism industry can empower Rongcheng’s development.

Liu Lanyi, Manager of Lanrun Group, an investment enterprise of Xinfafa Holdings, used tuna as an example to illustrate that the hidden costs of failing to deliver quality content far outweigh the visible expenses. Lanrun Group will actively participate in the development of the Rongcheng “Yu” brand, emphasizing that product standards are more important than branding and advocating the principle of “taking part in planting the trees, rather than merely enjoying the shade.”

Lanrun Group Manager Liu Lanyi

From industry to cultural tourism, from products to experiences, the core of Night Talks has always revolved around one central question: how to transform the “sea” into a lifestyle that is tangible, shareable, and sustainably consumable.

From daytime system presentations to in-depth evening conversations, this Innovation and Sharing Festival has progressively outlined a clear roadmap for building the Rongcheng Domain brand: taking the sea as its foundation and thriving by embracing the ocean; using content as a bridge to connect industries with consumers; and placing the brand at the core to create lasting value. In the current era of “understanding county-level regions,” Rongcheng is setting a new benchmark—it is not merely a city, but a way of life that is being redefined.

Night View of Rongcheng Yue’er Bay Resort

Shidao Headquarters of Shandong Xinfafa Holding Co., Ltd.