A long queue has brought a buzz of excitement to Changchun's Xinmin Street on a summer evening. At the Jilin Grain Brand Roadshow event, the booth of Taonan Shengyi Jindi Bio-Agriculture Co., Ltd. was crowded with residents, with the air filled with aromas. The company's large bread, steamed buns, and flower rolls brought to the event were nearly sold out even before the official activities began.

On the evening of August 15, Xinmin Street, a historic cultural street in China that carries the memories of Changchun city, transformed into a "living room" for Jilin's grain brands. The roadshow featured centralized display, sales, and tasting of ten top gold-medal products, including Jilin rice, fresh corn, and assorted grains and beans. From freshly sliced ice-wheat large bread to ready-to-eat corn snacks, residents expressed their admiration after sampling.

"This format is excellent. Jilin has such good rice and corn, and they should be showcased. You can taste it on the spot, and if you like it, place an order. It's delicious and affordable," said Changchun resident Wang Jincheng to reporters.

Zhao Wei, sales manager of Taonan Shengyi Jindi Bio-Agriculture Co., Ltd., noted that this roadshow acted as a satellite event of the Changchun Agricultural Expo, and the company felt the expo's positive impact on brand promotion. "Through today's promotion, we discovered that people really enjoy healthy coarse grains," Zhao Wei said.

During interviews, reporters found that healthy coarse grains were the "top trend" of this roadshow, with corn, assorted grains, and beans attracting a large crowd of tasters and inquirers. The low-GI multi-grain rice from Shulan City Jinxing Fine Rice Co., Ltd. became a standout product. "In addition to traditional organic and green rice, we developed this low-GI multi-grain rice. We didn't expect it to be so popular today. Many visitors were from Changchun, allowing the company to directly understand the real needs of the local consumer market," a representative said.

That evening, regional brands like Meihe rice and Jiutai tribute rice, along with executives from several Jilin grain enterprises, took turns presenting on stage. This showcased a diverse matrix composed of Jilin rice's "Platinum Card," Jilin fresh corn's "Gold Card," and Jilin assorted grains and beans' "Colorful Gold Card," ranging from regional public brands to corporate brands. Jilin's grain brand promotion is moving from professional negotiations to public tasting, and from fixed exhibition halls to flowing urban spaces.

It is reported that the Jilin Grain Brand Industry Development Conference will be held in Changchun on August 19. At that time, grain and material reserve departments from across the country, academicians, experts, large enterprises, e-commerce platforms, and media units will gather in Jilin to hold a series of activities focused on upgrading the grain industry path, collectively promoting high-quality development of the grain industry.