The mountains connect with the clear water of the river city, and the fragrance of rice flowers permeates the hundred mile camp
More than 300 years ago, Kangxi went on an eastern tour of Jiutaiqi Pagoda and granted local rice as tribute rice, endowing this black land with a unique agricultural culture.
Image keywords
At the 25th Changchun Agricultural Expo, Jiutai Gongmi, which carries a century old heritage of Gongmi, made a stunning appearance. With the dual advantages of strict international quality inspection and local intangible cultural heritage innovation, it successfully seized the high-end market in the Guangdong Hong Kong Macao Greater Bay Area, broke the deadlock of low price rice competition in Northeast China, and embarked on a new path of brand upgrading that empowers both quality and culture.
Abandoning the extensive development model and breaking through the industry's internal competition in high-end positioning
For a long time, the rice market in Northeast China has generally been trapped in homogeneous competition of "expanding scale, competing at low prices, and pursuing bulk production". Most agricultural product brands pursue production scale and seize the mass market with low prices, resulting in extremely low added value. Deeply cultivating the regional public brand Jiutai Gongmi in Jilin Jiutai, breaking industry inertia against the trend, abandoning the development model of "winning by quantity", and adhering to the high-end development route of small but refined, high standards, and high value.
Image keywords
As a regional public brand in Jiutai District, Jiutai Gongmi strictly adheres to the brand access threshold. Establish a standardized system for government coordination, association standardization, and enterprise operation in the local area, introduce exclusive quality management standards, ensure rice quality from the source, and build a high-end brand positioning with scarcity.
Strict standards control quality, high quality and good price stand firm in the high-end market
Hard core quality standards are the core confidence for Jiutai Gongmi to establish itself in the high-end market. The brand has established a one item, one code full traceability system, allowing consumers to trace the entire process of rice cultivation, management, processing, and testing by scanning the code. This completely solves the pain point of information asymmetry in agricultural products and wins the trust of high-end consumers nationwide with transparent and international quality standards.
Strict quality control enables Jiutai Gongmi to achieve high quality and good price. The unit price of ordinary rice with floral fragrance on the market is about 7 yuan/jin, while Jiutai Gongmi, with its excellent quality and brand heritage, can reach a unit price of over 15 yuan. The high-end cultural and creative gift box has even exceeded 100 yuan, with significant premium advantages, successfully rooted in the high-end consumer market of the Guangdong Hong Kong Macao Greater Bay Area.
Cross border integration and innovation of intangible cultural heritage, empowering brands with traditional culture to break through boundaries
If strict standards are the hard power of a brand, intangible cultural heritage innovation is the soft power of Jiutai Gongmi's breakthrough. In order to revitalize the historical context of three hundred years of tribute rice and adapt traditional agricultural products to the trend of youthful and high-quality consumption, Jiutai tribute rice deeply links with Jiutai intangible cultural heritage, continuously launches cultural and creative joint products, and achieves a magnificent transformation from "selling grain" to "selling culture".
In 2025, Jiutai Gongmi teamed up with the intangible cultural heritage Yuan's Prints to launch the joint product "Ma Rice Success". The packaging uses original works of the fifth generation inheritors of printmaking, and is matched with customized themed canvas bags, blending traditional printmaking art with the meaning of harvest. The product has undergone 609 EU level quality inspections and has become a popular cultural gift.
In 2026, the brand will once again collaborate with traditional crochet techniques and launch the "Rice Flower" series of themed original blind boxes, making its debut at this year's Agricultural Expo. The boxes will be 100% handmade crocheted by inheritors of intangible cultural heritage, innovatively interpreting the history of the Gongmi brand and the inheritance of intangible cultural heritage in Jiutai District, and bringing traditional Gongmi culture into the younger circle.
Deeply cultivate local industries and bravely shoulder the mission of state-owned enterprises. As a key regional brand of agricultural specialty products cultivated in Jiutai District, Jiutai Gongmi has always been empowered by state-owned enterprises to promote rural revitalization, relying on standardized planting bases to drive farmers' income growth, and promoting the transformation of the local rice industry from single planting to a three industry integration model of deep processing, cultural and creative integration, and brand marketing.
Although the development path of high-quality products faces challenges such as limited production capacity and high costs, Jiutai Gongmi adheres to a long-term approach and firmly chooses value and long-term stability between "quantity and price" and "speed and stability". Adhere to the quality foundation with standards, activate brand vitality with culture, and empower industrial upgrading with the responsibility of state-owned enterprises.
Image keywords
Nowadays, Jiutai Gongmi has become a benchmark example for the breakthrough of agricultural product brands in Jilin County. A grain of black soil tribute rice carries a century old cultural heritage, adheres to international quality, and innovates the expression of intangible cultural heritage. It not only allows high-quality rice from Northeast China to be fragrant in the Greater Bay Area, but also provides a replicable Jilin solution for traditional local specialties across the country to break through homogenization and achieve brand value leaps.
Standard foundation construction+intangible cultural heritage empowerment, Jiutai Gongmi out of the Greater Bay Area, stepping out of a new paradigm of brand value upgrading.
Source: China Jilin Network