A partnership agreement was signed on August 16th during the launch ceremony of the 2026 Changchun Modern Metropolitan Area Film + Consumption Season. China Media Group and the Jilin Provincial Grain and Material Reserve Bureau formalized a collaboration to promote grain brands through integrated media.

Jilin Province, located in the world's premier golden rice and corn belts, has developed a strong agricultural brand ecosystem. Centered around the provincial public brand "Jilin Rice", it has cultivated several renowned geographical indication rice brands, including Wanjia Rice, Shulan Rice, Yushu Rice, Yanbian Rice, and Meihe Rice. The province also produces specialty grain categories like Jilin fresh corn, with multiple products recognized as "China's Good Grain and Oil", making it a nationally recognized primary region for high-quality japonica rice production.

At the ceremony, Zaxi Dunzhu, Deputy General Manager of China Media Group's General Manager Office, and Chai Guan, Secretary of the Party Leadership Group and Director of the Jilin Provincial Grain and Material Reserve Bureau, jointly signed the "China Media Group Jilin Grain Brand Promotion Plan Integrated Media Communication Service Project Cooperation Agreement".

Fertile soil yields high-quality grain, but excellent grain requires widespread promotion. Leveraging the communication advantages of a national-level mainstream media platform, this initiative will deeply explore the agricultural heritage of the black soil region and the quality of its grain. It aims to comprehensively tell the story of the Jilin brand, showcasing the development landscape of the province's grain industry and bringing Jilin's bountiful harvests to a broader market.