Harnessing Tradition and Innovation: Dong'e Ejiao's Seventh Appearance at the CIIE
SHANGHAI, Nov. 5, 2024 /PRNewswire/ -- On November 5th, the 7th China International Import Expo (CIIE) opened in Shanghai. A key player in China Resources Group's healthcare sector, Dong'e Ejiao Co., Ltd. (hereinafter referred to as "Dong'e Ejiao"), made a prominent appearance. The company is set to host 15 activities focused on the inheritance of Traditional Chinese Medicine (TCM) culture, new product launches, innovative research and development, and the construction of industry chains. These events aim to showcase the unique charm of this time-honored TCM enterprise and engage with upstream, midstream, and downstream partners to explore opportunities and challenges for TCM in the global health arena, thereby promoting the modernization and internationalization of TCM.
Exploring Cultural Potential and Decoding Traditional Chinese Medicine Academic Principles
As a major national-level exhibition, the CIIE continues to improve year by year. Over the past seven years, the expo has consistently conveyed China's message of openness to the world, encouraging more domestic and international enterprises to participate and share in the opportunities offered by China and the global market. Dong'e Ejiao has participated in the CIIE for seven consecutive years, steadfastly carrying the mission of promoting TCM culture. The company is committed to delving into the cultural potential of TCM and persistently spreading the nourishing culture of Ejiao to the world, while resolutely advancing the modernization and internationalization of TCM.
Originating from Dong'e, Ejiao is steeped in the rich cultural heritage of TCM and is revered as a "national treasure of nourishment." On the opening day of the CIIE, Dong'e Ejiao, in collaboration with the Chinese National Geography Magazine, hosted the "Chinese National Geography 'Ejiao Golden Water Source' Award Ceremony and Documentary Screening." The magazine conducted an in-depth study into the mysteries of the groundwater in Dong'e County, recognizing the critical value of this "golden water source" essential for producing authentic Ejiao. As a testament to its significance, Dong'e County was awarded the title of "Ejiao Golden Water Source" by the local government.
Co-produced by Dong'e Ejiao and Chinese National Geography Magazine, the documentary "Underground Flow of 'Gold': Tracing the Golden Water Source" employs scientific and modern methods to analyze the hydrological characteristics, water quality, and historical origins of the Ejiao golden water source. This visual narrative vividly illustrates the fundamental reasons why Dong'e Ejiao is considered an authentic medicinal material. Through experiments and validations, the documentary guides the audience in exploring the scientific principles behind the adage "good water produces good Ejiao."
Effectively Articulating the Story of Traditional Chinese Medicine to Foster Its Globalization Process
The CIIE serves as a crucial window for China to establish a new development paradigm and a key platform for promoting high-level openness. Dong'e Ejiao actively engages with the CIIE, firmly rooted in cultural confidence, and advances a dual-driven approach of brand and culture. By integrating creativity with cultural industries, the company enriches the forms and channels of TCM cultural dissemination, telling the stories of TCM to the world in various forms and languages.
During the CIIE, a series of events will be held, including the international exchange forum for the TCM cultural reality show "Young TCM Practitioners," the launch ceremony of the large-scale TCM cultural international communication project "Global TCM" by Phoenix Television and Dong'e Ejiao, and the "Time-Honored Chinese Brands Global Tour." Through documentary screenings, short video planning, and the release of a TCM white paper, Dong'e Ejiao actively disseminates traditional TCM cultural knowledge, ensuring high-quality cultural output and helping TCM gain worldwide recognition.
Focusing on R&D Innovation: Leading High-Quality Industry Development
Preserving the essence while embracing innovation, Dong'e Ejiao has consistently leveraged technology to drive the inheritance and innovation of TCM. The company actively fosters new productive forces in TCM. Under the guidance of a "dual-driven" model that includes pharmaceuticals and health consumer products, Dong'e Ejiao has established an R&D system known as "One Center, Three High Grounds." This framework is supported by a youthful, professional team dedicated to channel service. The company innovates across multiple dimensions, including application fields, consumption methods, usage scenarios, and channel services, setting a new benchmark in the health and wellness industry.
On the opening day of the CIIE, Dong'e Ejiao hosted the global launch of its new tea beverage, "Jinshanghua." Throughout the expo, the company will also introduce new Ejiao powder and initiate several critical projects in medical research and development. These include the development of a formulation for treating rheumatoid arthritis with multiple organ complications and a randomized, double-blind, placebo-controlled, multi-center Phase II clinical study on the efficacy and safety of a compound Ejiao syrup for treating cancer-related fatigue (Qi and Blood Deficiency Syndrome). These efforts underscore Dong'e Ejiao's commitment to empowering the modernization of TCM through academic research.
Additionally, Dong'e Ejiao will grandly unveil its "Changfeng Plan" channel brand for health consumer products and its customer operation strategic service system. These initiatives are expected to attract numerous partners to enter into strategic collaborations with Dong'e Ejiao.
Strategic Full-Chain Development: Connecting the Future of the Health Industry
To advance the modernization of the TCM industry chain, Dong'e Ejiao has gradually established a comprehensive "Three-Industry Integration" development model. This model seamlessly connects the upstream, midstream, and downstream sectors, integrating all essential elements. It not only contributes to the creation of local specialty industries but also expands into the fields of deer products, desert Cistanche deserticola Ma, and ginseng.
At the CIIE, Dong'e Ejiao will host several events, including the signing ceremony for the traceability of authentic medicinal materials for compound Ejiao syrup and strategic TCM suppliers, the launch of the "Royal Paddock 1619" brand, and the global release of the Cistanche deserticola Ma industry project. By developing a high-quality, resilient, and sustainable supply chain system, Dong'e Ejiao aims to efficiently connect the entire industry chain, achieving chain extension, value enhancement, and supply chain integration. This approach further strengthens long-term, stable, and mutually beneficial partnerships.
Cheng Jie, Chairman of Dong'e Ejiao, stated that at this new historical juncture, Dong'e Ejiao will actively engage in international cooperation and cultural exchange, effectively communicating the unique stories of TCM culture. The company is committed to enhancing the international influence of TCM and contributing Chinese wisdom and strength to the health and well-being of all humanity.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Dong'e Ejiao Continues to Propel Traditional Chinese Medicine onto the Global Stage
Dong'e Ejiao Continues to Propel Traditional Chinese Medicine onto the Global Stage
Dong'e Ejiao Continues to Propel Traditional Chinese Medicine onto the Global Stage
Mrs Mak and McDull Visit 24 Malls and Markets, Launching Exclusive Themed Premiums and Dining Offers
- The "Hundred Flavours Survey" drew over 6,000 participants, uncovering "unconventional" insights into the eating habits of residents across the city.
- The "Savour the Tastes of Home in Hundred Ways" campaign lets shoppers redeem exclusive Mrs Mak and McDull themed gifts at 24 Link shopping centres and fresh markets, with more than 10,000 gifts up for grabs.
- Shoppers can win an array of "Year-Round" grand prizes, including a year's worth of dining vouchers from the popular chain TamJai Yunnan Mixian and a year's worth of German Pool home appliances.
HONG KONG, June 11, 2026 /PRNewswire/ -- Link has always been closely woven into the fabric of the community, and firmly believes that good food is more than a treat for the taste buds — it is an emotional bridge that connects families and neighbours. Earlier this year, Link visited communities including Wong Tai Sin, Lam Tin, Tuen Mun and Sha Tin to carry out its "Hundred Flavours Survey", exploring local residents' dining preferences in a light-hearted, good-humoured way and mapping out the distinctive "flavour map" of each district. The survey found that Hongkongers hold "unconventional" views on taste, reflecting the persistence of the taste of home across different generations.
Citywide "Hundred Flavours Survey": Uncovering the Dining Habits of Every Neighbourhood
Link collected more than 6,000 responses to its "Hundred Flavours Survey" across 13 districts, capturing Hongkongers' tastes and preferences from home cooking to the full range of sweet, sour, bitter and spicy. The findings revealed that Hongkongers' palates are far from ordinary. Nearly 60% of respondents chose "mild" or "baby spicy (extra-mild)" for rice noodles, while almost 30% opted for "not spicy", reflecting a generally low spice tolerance. On the other hand, nearly half of the respondents said they "can eat bitter flavours", embodying the resilient Hong Kong spirit. District highlights include Tuen Mun having the sweetest tooth, and Tseung Kwan O residents showing the strongest liking for sour flavours.
In fact, Link's shopping centres and fresh markets are deeply connected to the community's diverse flavours, offering over 3,000 dining merchants. Whether shopping for fresh ingredients to cook at home or dining out, residents can enjoy their meals with complete peace of mind.
From today, Link is launching its "Savour the Tastes of Home in Hundred Ways" campaign across 24 shopping centres and fresh markets spanning Hong Kong Island, Kowloon and the New Territories. For the first time, Link is teaming up with much-loved local characters Mrs Mak and McDull. Whether you are cooking at home or eating out, you can always find the most familiar flavours right in the community circle around the corner, satisfying the different tastes of you and your family.
From mid-June, shoppers can collect stamps on purchases at designated shopping centres or fresh markets. Once they have collected the required number of stamps, they can redeem exclusive, limited-edition Mrs Mak and McDull premium gifts — including the "District Delicacy" eco-friendly wood-pulp sponge brush, the "Hundred Flavours Eco Shopping Bag", the "Cool Breeze" mini fan and a range of elegant kitchen utensils, every one of them charming and practical.
In addition, by spending with Octopus on selected days, shoppers can also redeem dining cash vouchers. Beyond the gifts and dining offers, taking part in the games gives shoppers the chance to win a host of year-long prizes, including a year's worth of designated mixian redemption vouchers from popular chain TamJai Yunnan Mixian, and a year's worth of German Pool home appliances, so you can savour all the different flavours of life, every day of the year. This summer, come and discover the "hundred flavours" unique to each district, and find your own "taste of home" at Link's shopping centres and fresh markets.
"McDull Dining Treats": Over 10,000 exclusive themed premiums for grabs
This campaign features a creative tie-up with much-loved local characters Mrs Mak and McDull, who make a delightful "voice-acted" appearance in the campaign video. Through their familiar parent-and-child conversations, the film strikes a chord with audiences around the "taste of home" and the sweet, sour, bitter and spicy of life, while setting the scene for a series of exciting food activities. McDull will make a surprise appearance at selected Link shopping centres from mid-June to meet residents across the districts, and those who follow Link's social media channels can receive limited-edition Mrs Mak and McDull stickers. To deepen community ties further, Link is inviting residents from each district to become "taste guides" during the campaign, sharing through video and social media the eateries they love most and the flavours they miss the most. By bringing together these neighbourhood recommendations of hidden culinary gems, the campaign creates a true "neighbour-to-neighbour" experience that celebrates the very best flavours of every district.
Link has specially curated the "McDull Dining Treats" redemption programme: from mid-June, for every HK$60 spent at participating Link shopping centres during the promotion period, customers can redeem one stamp, and once they have collected the required number of stamps they can redeem limited-edition Mrs Mak and McDull themed gifts. The first phase features an eco-friendly wood-pulp sponge brush designed around Hong Kong food, each printed with a slogan unique to its district, making it especially collectible; other gifts include a multi-purpose reusable bag and a mini fan. The second phase will offer elegant kitchen items such as chopsticks, bowls, plates and soup spoons. With more than 10,000 gifts in total, quantities are limited and offered on a first-come, first-served basis while stocks last — Mrs Mak and McDull fans should not miss out! Link is also partnering with Octopus on a series of spending offers, so keep a close eye on Link's social media channels for announcements.
Take part for a chance to win TamJai Yunnan Mixian dining vouchers
With a string of exciting activities on offer, taking part also gives shoppers the chance to win an array of year-long prizes. The grand prize is a year's worth 365 days of designated mixian redemption vouchers from TamJai Yunnan Mixian, so you can savour a different surprise every day of the year. Other prizes include a year's worth of German Pool home appliances and a year of Ten Ren's Tea bubble milk tea, letting residents enjoy and be rewarded as they eat, doubling the fun.
Flavour online & offline: Digital recipes and exclusive market events
Link will also launch "Weekly Cooking Ideas" on its social media channels, sharing creative and healthy recipes, and will roll out a series of limited-time activities at selected Link fresh markets — making food not just a matter of taste, but a genuine pleasure of everyday life.
Follow McDull and Mrs Mak as they savour the warmth and heartfelt moments of home. Watch now: https://youtu.be/3BDXmq4VhDQ
Exclusive "McDull Fan Meet" Event Details
| Date: | 13, 14, 19, 20, 21 June 2026 |
| Time： | 2pm – 4pm (4 sessions) |
| Venue： | - 13 June 2026 (Saturday)
Tsz Wan Shan Shopping Centre - 14 June 2026 (Sunday)
Cheung Fat Plaza
- 19 June 2026 (Friday)
TKO Gateway - 20 June 2026 (Saturday)
Lok Fu Place - 21 June 2026 (Sunday)
T Town
|
Date:
13, 14, 19, 20, 21 June 2026
Time：
2pm – 4pm (4 sessions)
Venue：
- 13 June 2026 (Saturday)
Tsz Wan Shan Shopping Centre - 14 June 2026 (Sunday)
Cheung Fat Plaza
- 19 June 2026 (Friday)
TKO Gateway - 20 June 2026 (Saturday)
Lok Fu Place - 21 June 2026 (Sunday)
T Town
"McDull Dining Treats" Redemption Activities Details
| Campaign & Stamp Collection Period： | 25 June to 16 October 2026 |
| Gift Redemption Period： | 25 June to 16 October 2026 |
| Stamp & Gift Redemption Time： | 11:00am to 8:00pm or refer to individual mall operating hours |
| Activity Locations^： | 24 designated Link shopping centres listed below* |
| Stamp & Gift Redemption Locations： | Customer Service Counter of designated shopping centres |
Campaign & Stamp Collection Period：
25 June to 16 October 2026
Gift Redemption Period：
25 June to 16 October 2026
Stamp & Gift Redemption Time：
11:00am to 8:00pm or refer to individual mall operating hours
Activity Locations^：
24 designated Link shopping centres listed below*
Stamp & Gift Redemption Locations：
Customer Service Counter of designated shopping centres
^The 24 designated participating Link shopping malls include: T Town, Tin Chak Shopping Centre, Tin Yiu Plaza, Butterfly Plaza, Leung King Plaza, Tai Wo Plaza, Tai Yuen Shopping Centre, Choi Yuen Plaza, Wo Che Plaza, Chung On Shopping Centre, Lok Fu Place, Temple Mall, Tsz Wan Shan Shopping Centre, Kai Tin Shopping Centre, Sau Mau Ping Shopping Centre, Lei Yue Mun Plaza, TKO Gateway, TKO Spot, Homantin Plaza, Nam Cheong Place, Fu Tung Plaza, Yat Tung Shopping Centre, Cheung Fat Plaza and Siu Sai Wan Plaza.
*Redemption activities of Yat Tung Shopping Centre will commence in the middle of August
Photos Download: https://bit.ly/3QupYyY
- End -
About Link Asset Management Limited
Link Asset Management Limited (Link) is a leading, independent, and fully integrated real estate investor and manager focusing on the APAC region. It manages Link Real Estate Investment Trust (Link REIT, Hong Kong stock code: 823), one of the largest REITs in Asia, and its real estate investment portfolio.
Link focuses on its strengths and track record in owning and actively managing shopping malls and car parks in the key markets across Asia Pacific, namely Hong Kong, tier-one cities of the Chinese Mainland, Singapore and Australia. Link is also committed to develop new capital partnerships where Link may co-own and/or manage third party capital, as well as exploring value-add opportunities which provide further diversification and help to enhance returns and unitholder value.
Link aspires to be the trusted partner in APAC real estate sector for unitholders, capital partners, tenants, and the wider communities it serves.
For more information about Link, please visit https://www.laml.com.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Link's "Hundred Flavours" Survey Decodes Hongkongers' Taste DNA -- Tuen Mun Residents Have the Sweetest Tooth, While Hongkongers "Can Eat Bitter" but Shy Away from Spice
