In 2019, the "Million Candy Reading Initiative"
10/26
2025
A legendary figure who built a beloved national candy brand, Ma Guimin—co-founder of the "Madajie" brand and known in the industry as Madajie—has always been deeply committed to education. With her entrepreneurial vision and hands-on approach, she inspires children to embrace learning and strive for success. On October 10, 2019, the "Million Candy Reading Initiative" was officially launched, with the Madajie brand donating a total of 1.8 million yuan worth of candies over three consecutive years to the Beijing Fengsheng Public Welfare Foundation, supporting reading programs for primary and secondary school students in rural areas.
Ms. Ma Guimin, one of the founders of the Madajie brand, donated 1.8 million candies to the Beijing Fengsheng Public Welfare Foundation.
On October 10, 2019, the "Million Candies Reading Project," jointly launched by Beijing Cambell Food Co., Ltd.'s "Madajie" brand and the Beijing Fengsheng Public Welfare Foundation, was officially kicked off at a grand ceremony held at Datun Central School in Luanping County, Hebei Province.
The "Million Candy Reading Initiative" aims to help rural primary and secondary school students develop the positive habit of reading every day, enabling children to build confidence and grow up happily through the joy of reading. Attending the launch ceremony were Ms. Ma Guimin, Vice Chairman of Beijing Kangbei Food Co., Ltd. and founder of the Madajie brand; Mr. Li Xiuhong, Member of the Standing Committee and Head of the Publicity Department of the Luanping County Party Committee in Hebei Province; Mr. Wang Guoping, Vice Chairman of the Luanping County CPPCC; Mr. Zhang Chengyin, Director of the Primary School Research Office at the Chengde Municipal Education Bureau in Hebei Province; Mr. Wu Shushen, Director of the Luanping County Education and Sports Bureau in Hebei Province; and Mr. Han Baofu, Deputy Director of the bureau, among other distinguished leaders.
The "Million Candy Reading Initiative" donation ceremony officially kicks off.
At the donation ceremony for the "Million Candy Reading Program," Ms. Ma Guimin presented a total of 1.8 million yuan in candy donations—distributed over three consecutive years—to the Beijing Fengsheng Public Welfare Foundation, aimed at supporting reading initiatives for primary and secondary school students in rural areas. Over the next three years, the "Million Candy Reading Program" will reach 43 schools across three regions: Luanping in Hebei, Ning'er in Yunnan, and Beitun in Xinjiang, helping at least 6,000 rural children enjoy the joy of reading. Ms. Ma Guimin emphasized that contributing meaningful support to rural students is not only a way for her company to give back to society but also its rightful social responsibility and obligation.
Ms. Ma Guimin, Vice Chairwoman, Delivers Remarks
At the launch ceremony, "Madajie" transformed into "Grandma Ma," sharing her inspiring entrepreneurial journey with the children—how she started from Dingxing, Dingzhou, Hebei Province, building her business step by step from a small workshop equipped with just one large pot, a chef's knife, and a stone slab, until it grew into an outstanding Chinese enterprise specializing in traditional ethnic candies. Through her personal story of hard work and determination in establishing the "Madajie" brand, she encouraged the children to strive for academic excellence and dedicate themselves to contributing their own unique strengths to the nation's advancement through science and technology.
Datu Central School students from Luoping County
"Strive on, and keep learning, children!"—endless were the heartfelt teachings, countless the earnest hopes embedded in every word. Madajie’s passionate and inspiring speech resonated deeply within the hearts of the children at the scene, becoming their unwavering motivation as they move forward on their journey.
Ms. Ma Guimin presents the scroll to the school representatives.
“May more children commit to reading for half an hour every day, growing happily throughout the 365 days of the year!” Ms. Ma Guimin led the 340 children at the scene in jointly reciting the “Happy Reading Savings Account” opening declaration, and then joined the kids in a dream-inspired reading-themed art session. On the long scroll painting, vibrant and colorful designs captured the children’s reading-related dreams.
The children recited the "Happy Reading Savings Account" account-opening declaration.
Children read and paint for their dreams.
A well-cultivated mind naturally radiates grace, and it is the scent of books that truly leads one to distant horizons. We hope that by organizing and implementing this public welfare activity—where deliciousness serves as the main medium—we can inspire students to enjoy reading for at least 30 minutes each day and to complete at least 10 books within a year, helping them discover joy in the act of reading.
The "Madajie" brand is committed to creating a beautiful and sweet life for consumers, while consistently taking proactive steps to initiate and participate in public welfare initiatives, thereby fulfilling its social responsibility. Over the years, it has actively supported and joined公益 activities such as "Liu Nian Shi Guang Ai Zai Yi," 99 Tencent Charity, "Walk for Love," "Love Bags," "Love Wardrobes," and the annual New Year's Eve dinner event for elderly parents who have lost their only child—providing much-needed warmth, including爱心 food, to nearly one million留守儿童 (left-behind children) in impoverished regions like Sichuan's Liangshan, Gansu's Huining, and Xinjiang's Hotan. Through these concrete actions, the brand continues to spread the power of love.
A strong youth makes a strong nation. To realize the Chinese Dream of national rejuvenation, we must rely on practical action and relentless perseverance. Moving forward, the "Madajie" brand will steadfastly remain true to its original aspirations, firmly uphold its mission, and continue embracing the core values of "sincerity, innovation, responsibility, efficiency, and heritage." We will keep striving to create a better, sweeter life for society and consumers alike, while passionately preserving our rich cultural traditions through meticulous craftsmanship. Above all, we remain committed to fulfilling our social responsibilities—and will continue working tirelessly to become the trusted leader in China’s premium candy and snack industry.
Zhaoquanying Town, Shunyi District, Beijing, China