Shenzhen: The 2025 “Guangxi Brand” Xiangzhou Featured Agricultural Products Production and Sales Matching Fair was recently held at the Shenzhen Haojixing International Agricultural Products Logistics Park. During the event, the People’s Government of Xiangzhou County, along with the county’s Agriculture and Rural Affairs Bureau and Administration for Market Regulation, unveiled the new brand LOGO and promotional slogan for Xiangzhou Rice.
According to BERNAMA News Agency, Xiangzhou, located in central Guangxi within China’s golden agricultural belt at 23 degrees north latitude, is renowned as “China’s Spring Capital.” It boasts over 300 natural springs, selenium-rich soil, and a millennium-old tradition of rice cultivation. These natural conditions have shaped the distinctive quality and cultural value of Xiangzhou Rice, making it a representative example of modern Chinese agriculture rooted in deep heritage, as stated in a recent declaration.
Archaeological findings at the Nansha Bay Shell Mound Site indicate that rice planting in Xiangzhou dates back 10,000 years, marking it as one of the early birthplaces of Chinese agricultural civilization. Historical records from the Song Dynasty also praised Xiangzhou’s “long-grain, jade-like rice as the finest in the south.”
In its pursuit of agricultural modernization, Xiangzhou has adopted a unified planting system featuring high-quality varieties such as Sixiang No.1, Guangliangxiang No.2, Liangfaxiangsi, and Jingmeisixiang. Through the implementation of the Xiangzhou Rice group standard, the county has achieved full-chain standardization-from planting and processing to sales-while ensuring food security. Fragrant rice, red rice, and other varieties cultivated by local enterprises, including Gaofeng Rice Industry and Xiangcang Rice Industry, have been listed in the National List of Famous, Special, High-Quality, and New Agricultural Products.
The rice industry has contributed significantly to stable income growth for thousands of local farmers, while cultural initiatives such as “rice field micro-vacation” and “Harvest Festival” have infused new vitality into agricultural heritage. Guided by China’s national strategy for building a strong agricultural sector, Xiangzhou is advancing an integrated model of “characteristic agriculture + cultural IP,” promoting ecological protection, industrial upgrading, and cultural heritage.
With its newly launched brand identity, Xiangzhou Rice aims to further highlight the modern vitality of traditional Chinese agriculture. From land consolidation to digital empowerment, and from brand building to cultural transmission, Xiangzhou is writing a dynamic chapter in rural revitalization, using rice as its central symbol.