To trace the roots of Chinese jewelry and represent Eastern culture. Since its establishment, Liugufu Jewelry has always positioned itself as "Eastern Culture Jewelry", creating top-notch products that are deeply loved by consumers. At the same time, the brand hopes to achieve a two-way interaction between the brand and consumers, and take this as an opportunity to launch a series of activities called "Journey to Guangzhou", exploring 24 cities with profound historical backgrounds, and together with consumers, delve into different origins of Eastern culture to embark on a cultural exploration journey.
On September 19th, Liugufu Jewelry officially launched the first stop of its Guizhou tour - "Encounter with Dunhuang", and together with the brand experience officers, they set off for Dunhuang along the Silk Road, embarking on a five-day cultural tour of Dunhuang.
5 days and 4 nights, a deep experience
One must venture to the northwest to truly understand the vastness of the world; one must visit Dunhuang to truly grasp the mystery of the Western Regions. Brand experience officers from all over the country gathered in Dunhuang. Over a period of five days, they traveled thousands of miles, exploring historical sites such as the Mogao Caves, the Miran Shan, the Crescent Lake, the Yumen Pass, the Yangguan Pass, and the Yulin Caves, to appreciate the mysterious and magnificent scenery of Dunhuang. After a short rest on the first day, this trip to Guangxi officially began.
The Mogao Caves are renowned as the "Pearl of the Northwest" and are a splendid artistic treasure trove in the history of ancient Chinese civilization. The magnificent murals inside the caves are the inspiration source for the "Fuyun· Dunhuang" creative gold series by Liuguo Fu.
On September 20th, the experience participants followed the tour guide to visit the Mogao Caves. While experiencing the essence of Dunhuang sculpture art, they traced the design inspiration of the "Fuyun · Dunhuang" series and embarked on a journey through thousands of years of Dunhuang "wall paintings".
Subsequently, the testers went to the Miruoshan Mountain and the Crescent Spring. They walked through the sandy desert and rode camels to retrace the Silk Road. The camel caravan moved slowly in the desert, with the melodious sound of the bells, forming a unique landscape in the vast desert. Standing at the high point of Miruoshan Mountain and looking down, the Crescent Spring was nestled within the embrace of the Miruoshan Mountain. The testers strolled by the spring, explored the secluded areas among the reeds, and admired this remarkable sight of the desert oasis.
The Yadan National Geological Park in Dunhuang, Gansu Province, also known as "Devil's City", features the magnificent Yadan landform, which is a masterpiece created by nature. On September 21st, the testers arrived at the geological park and, among the variously shaped mounds, enjoyed the unique Yadan wonder.
Yumen Pass and Yangguan were the key points for land-based external transportation in ancient times. They were the necessary passes on the southern section of the Silk Road and an important part of the cultural history of Dunhuang. The tour guides' explanations enabled the visitors to understand the "past and present" of Dunhuang. Standing at the ruins of the two passes and looking afar, they could feel the vastness of the universe.
On the last day of the journey, following the Yulin Gorge, the evaluation team arrived at Yulin Grottoes, another treasure trove of mural art in Dunhuang. This place is also an important source of inspiration for the "Fu Yin · Dunhuang" product series. Through on-site visits to the murals and detailed explanations by the tour guide, the evaluation team gained a more comprehensive understanding of the brand culture and cultural products of the Sixgui Fu brand.
"The Son of the Earth" was designed and carved by Professor Dong Shubing from Tsinghua University. This 15-meter-long giant sculpture, with the sky as its canopy and the earth as its bed, lies peacefully on the vast desert, becoming a magnificent cultural landscape. The visitors here take photos, gently touch the sculpture, and take pictures with "The Son of the Earth" to commemorate the moment, experiencing the true essence of nature and life.
At the end of the journey, Liugufu prepared a delicious whole sheep feast for everyone. During the meal, the taste testers chatted and drank together, sharing their feelings about the trip. Before leaving Dunhuang, they used the sumptuous food to conclude this Dunhuang tour with a perfect ending.
At the end of the journey, Liugufu prepared a delicious whole sheep feast for everyone. During the meal, the taste testers chatted and drank together, sharing their feelings about the trip. Before leaving Dunhuang, they used the sumptuous food to conclude this Dunhuang tour with a perfect ending.
A thousand-year-old charm, experiencing a magical world
The "History of the Han Dynasty" states: "Dun means great; Huang means prosperous." Dun means "vast and abundant." The sacred and pure realm of Dunhuang was not recorded in ancient Chinese history. The beautiful murals, isolated in the vast desert for thousands of years, were finally preserved as precious artistic treasures for future generations.
To preserve the beauty of Dunhuang art, Liugui Fu has collaborated with the Dunhuang Fine Arts Research Institute to jointly create the "Fuyun·Dunhuang" cultural gold series. The Dunhuang Fine Arts Research Institute was established in 2004 by the Dunhuang municipal government. It is dedicated to restoring the beauty of Dunhuang art, enabling the rich and long-standing cultural heritage with profound spiritual connotations of Dunhuang to fully integrate into people's lives and rejuvenate the contemporary vitality of Dunhuang culture.
The "Fuyun · Dunhuang" cultural and creative gold series is designed based on the concept of "Western Wind and Eastern Sentiment". It draws on the ingenious ideas of national treasures and integrates the craftsmanship of six ancient techniques (incision, hammering, polishing, engraving, filigree, and inlay). Through meticulous carving, it highlights the enamel technique as a finishing touch, recreating the splendid colors of Dunhuang.
The "Fu Yun · Dunhuang" cultural and creative gold series is inspired by the Dunhuang murals. It incorporates classic mural elements such as auspicious beasts, auspicious patterns, ancient deities and Buddhas. The products are divided into three units: Dune Extraordinary Spirit, Supreme Colorful Gem, and Thousand-Year Buddhist Chant. It recreates the splendid Dunhuang culture through the "Six Rhythms Ancient Method", and brings the splendid Dunhuang civilization to life through gold jewelry.
Experience tester × Brand, Emotional Resonance
Eastern culture has been the spiritual pillar that sustained the Chinese nation for over five thousand years, and it is also the foundation and confidence that enables the Chinese nation to stand firm among the nations of the world. Based on this, Liugufu has established the brand positioning of "Eastern Culture Jewelry", deeply exploring the humanistic history of Dunhuang, and transforming the "Fuyun·Dunhuang" cultural gold series into a top-notch national creation that carries cultural connotations.
This trip to Guangxi - the "Dunhuang Encounter" stop - seamlessly integrates Dunhuang elements into every aspect of the journey, guiding each brand experience officer to discover and appreciate the origin and essence of the "Fuyun·Dunhuang" cultural and creative gold series products.
When the brand experience officers had a real and tangible experience of the origin, Dunhuang no longer remained a distant scenic spot; instead, it transformed into a tangible cultural symbol that could be seen and touched. The experience officers not only gained a deeper understanding of the "Fu Yun Dunhuang" cultural gold series, but also spontaneously became "brand advocates", actively sharing their travel experiences and their love for the Liugui Fu products on social platforms. This was more persuasive and compelling than any processed promotional content.
Online promotion to expand brand influence
This trip to Guangxi · The Station of Discovering Dunhuang, on the online platform of "Sixgu Fu", also carried out a series of dissemination and promotion activities:
Just before the event began, Wang Likun, the brand ambassador of Liugufu, was invited to shoot a pre-event video for the trip to Guangxi, which aroused the interest of fans and sparked curiosity among the public about the event.
Meanwhile, the official WeChat account of Liugufu has launched an exciting pre-event promotion around the "5-day Adventure Tour in Dunhuang" theme, and the number of views on the post reached over 46,000 on the same day.
During the event, the official platform of Liugufu continuously posted updates on WeChat Moments and travel vlogs, promptly sharing the wonderful moments of the journey, creating a real-time interaction of (which can be translated as "real-time check-in" or "real-time participation").
During this trip to Guangxi, Liugui Fu achieved a perfect integration of online and offline operations, forming a complete brand marketing loop, enhancing the bond between the brand and consumers, and bringing significant exposure to the brand.
After thousands of years of accumulation, Dunhuang has become a historical city. Every inch of the land here is filled with the echoes of history. In Dunhuang, a journey of fifty steps takes you through a century, and a journey of a hundred steps takes you through a thousand years.
The vast and magnificent China, with its vast territory and abundant resources, and magnificent landscapes, has a long history and rich culture spanning five thousand years. There are still many unknowns on this vast land that await discovery and exploration. The "Juegu Fu" "Tour to Guangxi" - the first stop of the journey to Dunhuang - has come to a successful conclusion. What will be the destination of the next stop? Will it be the misty and picturesque Hangzhou, the renowned Xi'an, or the bustling and charming Changsha, or the well-known Quanzhou?
The 24-city campaign is ongoing. Stay tuned for updates!