The Madajie New Year Goods Market Kicks Off with Great Fanfare—Igniting the Excitement for Preparing New Year Supplies!

Buying New Year’s goods is a traditional custom that Chinese people have practiced for thousands of years. Today, the “New Year’s Goods Festival” serves as a new link for carrying forward this tradition.

On January 24, the first Madajie New Year Goods Market Carnival—a 20-day festive shopping event aligned with the "National Special Action to Boost Consumption in 2026"—officially kicked off at the Madajie Food Park (Zhaoquanying Town, Shunyi District).

This "Madajie New Year Goods Market" carnival brings together over 30 renowned brands, including Madajie Foods, Niulan Shan Baijiu, Jinmailang, Lao Jiekou Nuts, Jinghua Tea, BAIC Off-Road Vehicles, Huiyuan Group, Hao Xiang Ni Date Industry, Luloo, and Wei Laotiao. Through a variety of engaging approaches—such as performances and product exhibitions, game-like interactive experiences, and cultural and creative product development—this event not only allows consumers to conveniently and effortlessly stock up on New Year goods in one stop, but also actively moves intangible cultural heritage from static preservation lists into dynamic consumption settings, achieving mutual empowerment between cultural inheritance and market value.

At the event site, Wang Yiting, Deputy Secretary of the Party Committee and Mayor of Zhaoquanying Town in Shunyi District, Shi Jun, Deputy Director of the Shunyi District Bureau of Culture and Tourism, Ma Guimin, founder of Madajie Food Group, Ma Likai, President of the group, Song Kewei, Factory Director of Niulan Shan Distillery, and Shen Baoying, Deputy Factory Director, attended the opening ceremony and engaged in warm exchanges with exhibitors. Notably, this event—the “First Annual Goods Fair”—was jointly organized by Madajie Food together with government agencies and enterprises. With its rich and diverse folk culture experiences and coinciding with the peak preparation period for New Year goods, the event drew enthusiastic participation and widespread acclaim from consumers.

Concrete depictions of Spring Festival scenes and the warmth of human relationships.

At the exhibition venue, red lanterns hung high, dragon dances unfolded, figurines were skillfully crafted from dough, exhibitors enthusiastically sold their wares, and crowds thronged everywhere—creating an increasingly vibrant Spring Festival atmosphere. Among these sights, the traditional scenes of "helping the elderly and carrying children to prepare New Year’s goods" and "entire families—several generations—visiting the market together" were vividly brought to life once again.

As consumers have steadily flocked in, this two-way rendezvous between the brand and its customers has become the best testament to Madajie’s deep roots in Shunyi.

At the event site, founder Ms. Ma Guimin frankly stated that Shunyi has given her a second life. Without the support of the Shunyi government and the support of her Shunyi family, Madajie wouldn't be where it is today. Clearly, Shunyi is not only the home base of Madajie Foods, but also the “best witness” to the mutual appreciation and understanding between Madajie Foods and the people of Shunyi District.

Indeed, as the well-known Madajie Food Group, we have remained committed to quality and innovation for decades. At the event site, some consumers could readily name their favorite types of Madajie candies and even savor the health-conscious adjustments, such as reduced sugar content, while enthusiastically praising these changes. As Mr. Ma Like, the company’s president, put it in his opening speech, Madajie candies have accompanied generations of Chinese people through their growth and have long been woven into the Spring Festival memories of countless families. We must continue to embrace this glorious mission and responsibility—innovating while preserving tradition, and carrying forward our legacy through continuous innovation.

Reconstruct the New Year’s Goods Scene

Consumer feedback is the truest reflection of a brand's vitality. It is precisely because of consumers' trust that Madajie Foods has the continuous motivation and courage to move forward.

At this carnival, Madajie Food Group started from “reconstructing the New Year’s atmosphere,” going beyond a “single consumption scenario” and adding multiple interactive experience zones featuring intangible cultural heritage and other activities, thus giving the festive New Year’s fair—a touch of “lively street life”—even more “cultural flavor.”

For example, at the venue, consumers can not only make handmade crisp candies and marshmallows with their own hands, experiencing the joy of candy-making firsthand, but also watch master craftsmen demonstrate sugar-blowing and dough-figure sculpting techniques. They can immerse themselves in the charm of traditional performing arts such as shadow puppetry, string puppets, sugar-painting, and dragon-whisker crisp candies. Meanwhile, intangible cultural heritage handicrafts—such as aluminum weaving and redwood-themed creative products—also showcase the boundless wisdom of our ancestors right there at the scene.

Meanwhile, the Five Lucky Gods are also making unannounced rounds throughout the venue, scattering auspicious candies and posing for photos with customers—spreading abundant blessings and good fortune to every single consumer. Interactive games such as “Win Big with the Lucky Draw” and “Fun Dice Rolling” have also gone live simultaneously, allowing consumers to not only stock up on New Year’s goods but also have a great time and attract good luck.

In fact, as an industry leader, Madajie Food Group has always had the innovative gene of breaking conventions and daring to reconstruct deeply ingrained in its very essence, and it applies this spirit to its daily operations. For instance, Madajie was the first to launch a “sugar-reduction revolution,” starting with classic products like nougat, and through technological innovation, managed to reduce sugar without sacrificing flavor.

Mr. Ma Likai, President of the company, stated frankly that the holding of this event is a direct response to the nation’s call to vigorously expand domestic demand, using rich, vivid, and engaging formats to stimulate consumption and unlock market potential. At the same time, this event also reflects the nation’s call for cultural confidence, serving as an active response to transforming and developing our traditional, outstanding culture through innovation.

Only through constant striving can we achieve continuous renewal. At the start of 2026, driven by Madajie Food Group’s management team’s keen insight into the times and their thoughtful understanding of consumer trends, Madajie Food has taken the inaugural New Year Goods Market Carnival as an innovative platform, truly resonating with consumers and keeping pace with the times. Throughout this journey, Madajie has consistently upheld its historical responsibility and mission as “China’s national food brand.”