In 2019, Madajie was honored with the "2019 Loving Brand of the Year" award from Qingsongchou.
10/26
2025
1 On February 3, the Qingsongchou 123 Charity Gala was successfully held in Beijing. Co-hosted by Qingsongchou together with Sina Public Welfare and ELLE, the event drew prominent participation from charitable organizations such as the China Red Cross Foundation and the China Foundation for Poverty Alleviation, as well as renowned enterprises like Madajie Foods, L'Oréal China, and Luckin Coffee. Additionally, celebrities including Jia Nailiang, Yu Xiaotong, Li Ruotong, Han Meijuan, and Via joined forces to raise their voices for love, capturing widespread attention across society. During the gala, Madajie Foods was honored with the title of "2019 Charity Brand of the Year."
Linking Together / Madajie's Easy Fundraising Platform Joins Forces to Raise Voices for Love
The "Oscars of the philanthropy world," the Qingsongchou 123 Charity Gala, is being held this year under the theme "123 Connect—Together We Do Good." The event aims to leverage technology to safeguard public health and harness the power of the internet to unite diverse sectors of society in supporting charitable causes. It also honors individuals and organizations that have made outstanding contributions to the philanthropy sector, recognizing their efforts throughout the year and inspiring others to embrace the spirit of giving back to the community.
This time, Madajie Food has prepared thousands of candies for Qingsongchou, which will be distributed across major hospitals to support critically ill patients. By partnering with Qingsongchou, China's leading public welfare platform for health protection, Madajie Food aims to spread warmth and kindness through the sweetness of these candies, ultimately conveying the powerful message of love.
Come Together for Good / Madajie Empowers the Happiness of Sugar Culture with Love
As a significant force among national brands, the Madajie brand remains true to its original mission—putting people first, spreading compassion, and carrying forward philanthropy. While focusing on product manufacturing, quality enhancement, consumer services, and market expansion, Madajie actively initiates and participates in public welfare initiatives, demonstrating its commitment to social responsibility. This aligns perfectly with Qingsongchou’s philosophy of "integrating philanthropy into the very DNA of the enterprise."
The Madajie brand, using candy as its medium, has long been dedicated to the philanthropic sector, leveraging the health benefits, emotional value, and cultural appeal of its casual products—and has achieved remarkable success in the process.
This year, the Madajie brand donated a total of 1.8 million yuan worth of candies over three consecutive years to the Beijing Fengsheng Public Welfare Foundation, launching the "Million Candies Reading Initiative" to support reading among rural primary and secondary school students. Over the years, Madajie has actively participated in numerous charitable activities, including "Stay Together for Another Year," "99 Tencent Philanthropy," "Walk for Love," "Love Bags," "Love Wardrobes," providing New Year's Eve dinners for elderly parents who have lost their only child, visiting children at welfare institutions, extending care to children with autism, and donating disaster relief supplies to regions hit by floods. Through these efforts, Madajie has collectively delivered warm-hearted food and other essentials to nearly one million留守儿童 (left-behind children) in impoverished areas such as the Greater Liangshan Mountains in Sichuan, Huining County in Gansu, and Hotan in Xinjiang, truly spreading the power of love with tangible actions.
Madajie brand has earned widespread social recognition for its dedicated efforts in the philanthropy sector. Building on Madajie’s past charitable initiatives and its outstanding contributions to food safety responsibility and social care, the brand was honored with the "2019 Loving Heart Brand of the Year" award at the QingSongChou 123 Charity Gala.
Sweeten Up / Madajie Warms Charity with a Single Candy
As a representative of the traditional industry, the ethnic candy enterprise Madajie brand still has room for long-term development in its approach to corporate social responsibility. Guided by the cultural philosophy of "dedicating ourselves solely to deliciousness and happiness," the brand has meticulously integrated philanthropy into various areas—including the food and health industry, enhancing consumers' quality of life, and fostering societal and cultural development.
In recent years, Madajie Food has continuously introduced innovative products, blending traditional craftsmanship with cutting-edge consumer experiences. Through meticulous research, careful refinement, and thoughtful development, the company has steered its candy offerings toward a more casual, leisure-oriented appeal—while simultaneously infusing cultural depth into its classic products and injecting a trendy edge into its new creations.
Madajie Food will continue upholding the values of "sincerity, innovation, responsibility, efficiency, and heritage," relentlessly striving to create a beautiful and sweet life for society and consumers. We remain committed to nurturing exceptional traditional culture through meticulous craftsmanship, while consistently fulfilling our social responsibilities—and we’ll keep working tirelessly toward becoming the trusted leader in China’s confectionery and snack food industry.
As the theme of this grand event, "123 Connects," suggests, let’s connect more societal forces—uniting caring artists, linking up with charitable organizations, and rallying supportive businesses—to work together for公益 initiatives and help those in greater need.
On the path of public welfare,
We walk hand in hand together!
Zhaoquanying Town, Shunyi District, Beijing, China