At the 2026 China Brand Festival, held in Beijing from August 7th to 11th, Yu Minhong, founder and chairman of New Oriental Education & Technology and chairman and CEO of East Buy, delivered a video speech.

Yu Minhong argued that a "brand" is not something that can be shouted into existence, but rather something that is slowly refined over time. It is built through a daily accumulation of quality, conduct, taste, and character. He cited his own journey as proof, noting that the path of New Oriental serves as a testament, from starting with a single classroom, to facing a seismic industry shift that nearly wiped the slate clean, and then to a new beginning with East Buy's live-streaming room. Each step, he said, was taken with gritted teeth.

"Building a brand is like being a person," Yu Minhong stated. He emphasized that a brand's value is not measured by how high it stands, but by how far it travels. Turning to the topic of brands going global, he stressed that the goal should not simply be to sell products, but to export trust and earn respect back. "I believe trust and respect are the true foundation of a brand."

"Building a brand is difficult, but it is worth a lifetime of effort. Do not fear being slow, do not fear difficulty, and especially do not fear being misunderstood," Yu Minhong reflected. "Time will ultimately reward those who hold fast to their original intentions."