Against the backdrop of deepening financial consumer rights protection, making financial knowledge more accessible and easier for the public to understand and absorb has become a key focus for the financial industry. In recent years, with the full implementation of the personal pension system, Shenzhen residents' demand for knowledge on retirement planning and pension-related investments has grown significantly. Concurrently, Shenzhen is vigorously advancing its "Park City" development and promoting financial innovation as a national pilot zone for financial reforms.
Responding to this context and heeding the call of the Asset Management Association of China's "Fund Industry Talks Pensions" initiative, Southern Fund, representing the securities and fund industry, collaborated with the Shenzhen Resident Financial Literacy Enhancement Project and multiple financial institutions. Under the guidance of the Shenzhen Local Financial Regulatory Bureau, Shenzhen Financial Regulatory Bureau, Shenzhen Securities Regulatory Bureau, and relevant Futian District authorities, the project expanded beyond traditional financial education channels. In June 2025, they established Shenzhen's first financial education-themed park, integrating financial knowledge dissemination with urban public space and cultural tourism experiences. This initiative breaks from conventional methods, embedding investor protection knowledge and personal pension promotion into daily life, providing residents with readily accessible financial learning experiences integrated into the city's fabric.
Traditional financial education often relies on online platforms, but faces challenges with reach in an information-saturated environment. To enhance penetration and coverage, this project innovatively positioned its financial education efforts in high-traffic public spaces. The park's location in Futian District's core area, surrounded by large residential communities, offers natural visibility and accessibility. It aligns with Shenzhen's "Park City" plan, embedding financial knowledge into residents' daily leisure routes for subtle educational impact.
The park's design emphasizes "education through scenery and learning through fun," blending financial elements with landscaping and leisure facilities. This allows residents to absorb financial knowledge naturally during walks or rest, effectively merging public resources with financial education.
To increase engagement and effectiveness, the project created a multi-sensory system through content display, interactive experiences, and in-depth communication for immersive learning. Content is presented via bulletin boards, tree signs, ground decals, and flags using visuals and simple language. Leveraging its expertise, Southern Fund focused on three core areas: explaining the personal pension system, providing practical guidance for participation, and managing investment psychology and risk control, thereby improving public understanding.
During the opening ceremony, Southern Fund's investor education base set up a pension-themed booth with an interactive "Pension Matching" game that incorporated key system points, helping participants learn in a relaxed atmosphere. A concurrent "Fun Park, Slow Retirement" check-in activity engaged residents online and offline, expanding the event's reach. Professionals were also on hand to distribute materials and answer questions, ensuring accurate information and enhancing financial literacy.
Financial education requires collaborative effort. This project established a cooperative mechanism involving government guidance, institutional partnership, and public participation. Regulatory bodies provided overall direction, the Asset Management Association ensured content accuracy and compliance, and the Financial Literacy Enhancement Project, along with five institutions including Southern Fund, created specialized zones to promote financial knowledge community-wide, fostering a society where everyone learns and understands finance.
Building on the park's success, Southern Fund participated in the December 2025 launch of the "Public Learning Finance" initiative under the Shenzhen Local Financial Regulatory Bureau's guidance, extending financial education to 60 locations across 11 districts. Covering residential areas, tech parks, and shopping malls in six administrative regions, it brings financial knowledge to citizens' doorsteps, seamlessly integrating it into daily life.
Southern Fund's education base emphasizes simplicity, context, and practicality, developing a dual-focused system on "fraud prevention + pensions." It explains characteristics of illegal fundraising and prevention tips to boost public awareness, while highlighting personal pension benefits and concepts. By blending traditional culture with investment principles, it aids in risk identification and retirement planning.
Moving forward, Southern Fund will continue to innovate in financial education, reinforcing its "finance for the people" ethos with tangible results to safeguard public assets and support Shenzhen's development as a high-level financial security demonstration zone.
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