When rice seedlings take root silently in the black soil, the power of life begins to sprout; when a baby’s first cry echoes in the golden autumn, nature’s blessing arrives as promised. In May 2025, SHIYUE DAOTIAN launched a heartwarming and creative annual public welfare campaign called "October Birth Rice," inviting 100 expectant mothers with due dates in October to participate. After their babies were born, each mother received a gift of newly harvested Wuchang rice equal in weight to their newborn. Now, these specially meaningful "October Birth Rice" gift boxes have traveled across mountains and seas, reaching every participating mother, completing a beautiful dialogue between life and nature.
**Rice Celebrates New Life: The Joy of Birth, Nature’s Gift** One mother shared her feelings upon receiving the unique gift: "When I opened the exquisite 'October Birth Rice' gift box and saw the customized rattle drum, growth ruler, and rice matching my baby’s birth weight, I was overjoyed. While my baby was growing inside me, SHIYUE DAOTIAN’s rice seedlings were absorbing nutrients and thriving in the black soil. And when my baby was born in October, the new harvest of rice arrived at our doorstep. For me and my baby, this is a once-in-a-lifetime keepsake."
For these mothers, the gift carries both nature’s bounty and human warmth—a tribute to life itself. As expressed in the brand’s sand-art video: "SHIYUE DAOTIAN offers this pure gift from nature, celebrating each unique life with its unique weight, blessing every baby to grow strong and healthy."
The land rests for seven months, while rice grows vigorously for five. By transforming a newborn’s weight into a tangible gift of nature, SHIYUE DAOTIAN celebrates new life with a distinctive sense of ceremony. A grain of rice is not just sustenance but also a symbol of China’s agricultural heritage. Presenting it as a birth gift pays homage to the origins of life, reminding us in our fast-paced modern lives to remain grateful for nature’s nourishment.
Behind this warmth and tradition lies SHIYUE DAOTIAN’s vivid interpretation of corporate social responsibility. Leveraging its core strengths in the food industry, the company uses green, safe, and high-quality rice as a vehicle for public welfare, aligning its values with product excellence. This interactive approach builds a strong emotional bridge between the brand and consumers, transforming social responsibility from an abstract slogan into a tangible, resonant experience.
**Quality Upholds Original Intent: 14 Years of Commitment to Bringing Good Rice to Millions of Homes** Behind the warmth of "Birth Rice" is SHIYUE DAOTIAN’s 14-year dedication to quality. Since its founding in 2011, this company from Northeast China’s black soil region has evolved from a "Northeast premium rice" brand to a "kitchen staple brand," and then to an "innovative family food brand." Yet its core mission—to safeguard the daily meals of Chinese families—remains unchanged.
As encapsulated in its memorable slogan, "Chinese flavor, fragrant, fragrant, fragrant," the brand carries both a longing for the warmth of home and a vision of happiness for countless households.
To produce rice worthy of being called a "gift of life," SHIYUE DAOTIAN meticulously selects core production areas like Wuchang’s black soil and employs low-temperature storage and husk-retaining techniques to minimize grain loss and maximize freshness. This commitment has earned market recognition. According to the latest research by global growth consulting firm Frost & Sullivan, as of March 2025, SHIYUE DAOTIAN has served 140 million Chinese households, achieving outstanding results: "leading sales of Northeast rice in China for six consecutive years and leading sales of corn products for two consecutive years."
From rural courtyards in the Northeast to urban kitchens in the South, from everyday meals to festive feasts, SHIYUE DAOTIAN has won trust through quality.
The "Birth Rice" campaign, with its thoughtful concept of "rice equal to life’s weight," allows the public to see SHIYUE DAOTIAN’s respect for life and the brand’s warmth and responsibility. As a brand representative stated: "We hope that when these 100 families receive their exclusive 'Birth Rice,' they gain not just a gift but a cherished story of love and origins."
This gift, bridging black soil and life, transcends its material form. It is nature’s ode to life, the brand’s guardianship of families, and the emotional resonance of millions of Chinese households with the "Chinese flavor."
"October Birth Rice" has successfully tied the brand’s image to keywords like "beauty," "gratitude," and "heritage," while planting a seed of love and responsibility in the public’s heart. In the years to come, this warmth and quality from the black soil will undoubtedly accompany the happy growth of more families.
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