As the saying goes, "After Laba Festival, the New Year is near." With the Spring Festival approaching, families are busy preparing New Year goods. On January 26, coinciding with the Laba Festival, JD.com officially launched its 2026 "I Send New Year Goods to My Hometown" campaign. At noon on January 26, netizens noticed that Liu Qiangdong, Founder and Chairman of the Board of JD.com, had once again prepared thoughtful New Year gifts for the residents of Guangming Village, Lailong Town, his hometown in Suqian, Jiangsu Province.
According to the activity page, Liu Qiangdong placed orders for over ten thousand New Year items for the villagers of Guangming Village. These included practical digital appliances like large-screen AI phones capable of recognizing dialects and microwave ovens, as well as essential goods such as rice, flour, and cooking oil. Considerate additions also featured health devices like blood glucose meters and massage guns.
This year, plans include organizing a "Village Gala" for Guangming Village, alongside setting up an AI classroom, hosting a New Year market, and conducting a variety of festive activities to celebrate the Spring Festival.
It is understood that as early as the 2015 Spring Festival, Liu Qiangdong returned to his hometown and gave a special 10,000-yuan red envelope to each of the more than 650 elderly residents aged 60 and above. During the 2018 Spring Festival, he delivered large gift packages containing poultry, meat, fish, and household appliances to over 800 households in the village. Subsequently, on the eve of the Spring Festival in both 2024 and 2025, he continued this tradition by sending various New Year goods to his fellow villagers.
Industry observers note that Liu Qiangdong's practice of gifting New Year goods to his hometown community before the Spring Festival has become a long-standing tradition. As an entrepreneur who originated from Guangming Village in Suqian, Liu Qiangdong has always remembered the kindness and support from his hometown.
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