Jianlibao and the Forbidden City join hands in the strategic cooperation of new cultural creation to jointly spread the voice of China and strengthen cultural self-confidence

Since Jianlibao was developed and launched in 1984, Jianlibao has always regarded the health of the national masses as the top priority, and the brand name also implies health and vitality. The new century, a new chapter. In the future, Jianlibao Group will further highlight its main business, take the lofty goal of being "a corporate brand that represents the Chinese nation's culture", and take the responsibility of building a century-old national brand to create new brilliance for national beverages.

Jianlibao is not only a beverage company, but also created a precedent for sports marketing, and has become a witness, participant, and supporter of the rapid development of sports in New China. Sportsmanship is the symbol of the aesthetic level of sports, and it is also the pillar and soul of sports. The Palace Museum is a master of Chinese culture. It is the most complete, systematic and culturally profound institution in Chinese history. From a certain perspective, it can represent Chinese culture. The combination of the enterprising spirit of Chinese sports and the long history of Chinese culture is bound to make an important contribution to the display and practice of "cultural self-confidence."

On August 19, 2019, when General Secretary Xi Jinping inspected the Mogao Grottoes in Dunhuang, he emphasized the study and promotion of Dunhuang culture. It is necessary to dig deeper into the philosophical thoughts, humanistic spirit, values, and ethics contained in Dunhuang culture and historical relics. More importantly, it is necessary to reveal the cultural spirit and cultural mind of the Chinese nation contained therein, and constantly strengthen cultural self-confidence. The general secretary puts cultural confidence in a very important position. The excellent Chinese traditional culture is the source of our self-confidence. In the new era, it is incumbent for Jianlibao to inherit the excellent traditional culture of China, tell the story of national enterprises, spread the voice of China, and strengthen cultural self-confidence.

On September 19, 2019, the "2019 Museum Collection Resources Authorization Summit" guided by the State Administration of Cultural Heritage was held in Beijing. Liu Yuzhu, Director of the State Administration of Cultural Heritage, Yu Cike, Director of the Copyright Administration of the Central Propaganda Department, etc. attended the event. The theme of this summit is "New Era, New Cultural Creation, Enabling a Better Life", which aims to "live" the cultural relics in the museum's collections, give new ideas, empower a better life, and promote the high-quality development of the cultural and creative industry.

At the summit, the Palace Museum and Jianlibao formally signed a contract. Many museums witnessed the cooperation between the Forbidden City and Jianlibao, two well-known brands in the cultural and sports world. Participants expressed their expectation for this cooperation between the Forbidden City and Jianlibao. For a long time, the Forbidden City has been a deeply rooted cultural giant, and Jianlibao, as a national sports drink, has a well-known brand name. It is believed that the cooperation between the two parties will definitely create new ideas and new forms of cooperation between cultural and cultural institutions and national enterprises.

Jianlibao is willing to cooperate with more cultural institutions to jointly inherit Chinese traditional culture, promote the Chinese sports spirit, serve the people's better life, and promote the progress of social civilization. Cultural relics and the cultural and creative industries will collide with brilliant sparks. Let us look forward to this new development trend in the cultural and creative fields.