On September 15, the Center of Agro-product Safety and Quality (CAQS), Ministry of Agriculture and Rural Affairs, conferred the title of “Public Welfare Promotion Ambassador for National Branded, Premium and New Agri-Products” upon Wang Xiaofei, founder and CEO of Shitongda. In his speech, Wang Xiaofei stated, “MALUJI will continue to support farmers at the forefront by promoting branded, premium and new agri-products from the field to the dining table and onto our live-streaming platforms. We will also continue to upgrade the product quality of MALUJI to provide consumers with safer food options.” 

At the opening ceremony of the Production and Marketing Match-Making 2025 for National Branded, Premium and New Agri-Products hosted by CAQS, Mr. Kong Liang, Director of CAQS, was present and delivered a speech. As of August 2025, the total number of nationally recognized branded, premium and new agri-products had reached 7,309, covering 31 provinces (autonomous regions, municipalities) and 2 separately listed cities, with 19,935 authorized enterprises. 

At the event, Wang Xiaofei shared his insights into the agricultural industry in his speech. He said that it is a great honor to serve as the public welfare ambassador and hoped to play a role in raising consumer awareness of more national branded, premium and new agri-products and helping farmers increase both production and incomes. “We have consistently dedicated efforts to connecting food products with consumers; thus we understand more clearly that a good platform is essential to connect quality products with good sales channels,” he added, expressing particular thanks to CAQS for establishing a production and marketing match-making platform that enables high-quality agri-products from various regions to reach consumers who genuinely appreciate them. 

In his speech, Wang also mentioned that the MALUJI team had organized live-streaming sessions in rural origins to support local farmers. Furthermore, he stated that, under policy and government guidance, his team will deepen agricultural support in the following two aspects in the future. First, MALUJI will launch the "China Tour for Branded, Premium and New Agri-Products," going directly to the fields of more rural areas to bring such products to broader markets through live-streaming sessions like the one held in Dingxi. Second, the brand will upgrade its approach from “one-time support” to “long-term mutual benefit”. Specifically, MALUJI will incorporate selected branded, premium and new agri-products that meet standards and possess local flavors into its future menus, with the aim to bring high-quality ingredients to consumers while reassuring farmers by warranting them that as long as they grow the ingredients, there will be sales channels.

Following the appointment, Wang immediately began fulfilling his responsibilities as a public welfare promotion ambassador, launching an exceptional live commerce session at the venue. The live stream featured a dozen “National Branded, Premium and New Agri-Products” with strong local characteristics, including premium agri-products from Neijiang and Pingyin, and craft products recognized as intangible cultural heritage originating from Jinan. With the professional explanation and influence of the team, the live stream quickly attracted extensive attention online, thereby opening up online sales channels for premium agri-products. 

The appointment of Wang Xiaofei as the public welfare promotion ambassador represents a significant initiative by CAQS to innovate its promotion models. The relevant responsible persons of CAQS put forward several suggestions. First, producers should focus on developing “Branded” and “Premium” products, make full use of the National Platform for Branded, Premium and New Agri-Products, and enhance both the quality and cultural empowerment of their products. Second, sellers should focus on “innovation” and “effectiveness” and leverage new channels such as e-commerce platforms to efficiently deliver high-quality agri-products from the fields to people’s dining tables. Third, all stakeholders should jointly strive for “integration” and “connectivity” and transform the production and marketing match-making for national branded, premium and new agri-products into an open and inclusive annual event, thereby creating a benign ecosystem where players at the production and market ends obtain mutual benefits. Fourth, efforts should be made to enhance the visibility and reputation of national branded, premium and new agri-products, further arouse public attention and support for premium agri-products, and thereby inject new vitality into promoting high-quality agricultural development and rural revitalization.