Joint effort

It is a joint effort with the Yuxun program, which was launched by the Beijing Gongmei Group and focuses on innovative art creations.

"The gift box is simple and elegant, making it more suitable for modern life," says Yang Yujia, an officer with Yuxun.

"Whether on an office desk or anywhere at home, it allows you to write anytime and anywhere," Yang adds.

Wei came to see the cooperation as an innovation that helps expand sales channels and reach new consumer groups.

"Yidege has been committed to both preserving tradition and driving innovation, enhancing our product lines and focusing on developing student stationery products," says Bai Bing, the ink brand's general manager.

From continually launching new student products to promoting calligraphy in schools and organizing intangible cultural heritage learning activities, Yidege has been dedicated to spreading Chinese painting and calligraphy culture, expanding application scenarios and experiential spaces, Bai says.

Last year, Yidege held over 30 learning activities and participated in more than 10 exhibitions, according to him.

"We will continue to focus on the stationery market, striving to offer high-quality, cost-effective, reliable, and safe products to consumers who love traditional Chinese painting and calligraphy, and contribute to the inheritance and development of China's excellent traditional culture," Bai says.