New Look, Same Legacy: Xiangzhou Rice Unveils Fresh Identity

KUALA LUMPUR, Nov 24 (Bernama) -- 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, together 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.

Located in central Guangxi within China’s golden agricultural belt at 23 degrees north latitude, Xiangzhou is known as "China's Spring Capital", home to over 300 natural springs, selenium-rich soil and a millennium-old rice cultivation tradition.

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, according to a statement.

 Archaeological discoveries at the Nansha Bay Shell Mound Site show that rice planting in Xiangzhou dates back 10,000 years, marking it as one of the early birthplaces of Chinese agricultural civilisation. 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 modernisation, Xiangzhou has adopted a unified planting system featuring high-quality varieties such as Sixiang No.1, Guangliangxiang No.2, Liangfaxiangsi and Jingmeisixiang.

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Through the implementation of the Xiangzhou Rice group standard, the county has achieved full-chain standardisation—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 helped thousands of local farmers achieve stable income growth, 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 showcase 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 revitalisation, using rice as its central symbol.

-- BERNAMA