June
2026 / 06 / 19
Festival
Dragon Boat Festival
Event Name: Dragon Boat Festival
Brief Introduction:
The Dragon Boat Festival, also known as Duanwu Festival or Double Fifth Festival, is one of China's important traditional holidays, typicy celebrated on the fifth day of the fifth month in the lunar calendar. Its origins are closely tied to commemorating Qu Yuan, a patriotic poet from the Warring States period. Legend has it that after Qu Yuan drowned himself in the Miluo River, local people rowed boats to drive away the fish and threw zongzi (glutinous rice dumplings wrapped in bamboo leaves) into the river to prevent fish and shrimp from consuming his body. This gave rise to the customs of dragon boat racing and eating zongzi.
The core significance of the Dragon Boat Festival lies in promoting the spirit of patriotism and praying for health and safety (traditiony, the fifth lunar month was considered the 'Poisonous Month,' and festival activities were meant to ward off evil and pestilence). The main ways of celebration include: holding exciting dragon boat races; families making and eating zongzi (available in various sweet and savory flavors); hanging calamus and mugwort on doors to repel insects and ward off disease; wearing multicolored silk threads or sachets; and in some regions, drinking realgar wine.
Corporate PR and Communication Activity Suggestions:
For the Dragon Boat Festival, companies can plan the following PR and communication activities:
Brief Introduction:
The Dragon Boat Festival, also known as Duanwu Festival or Double Fifth Festival, is one of China's important traditional holidays, typicy celebrated on the fifth day of the fifth month in the lunar calendar. Its origins are closely tied to commemorating Qu Yuan, a patriotic poet from the Warring States period. Legend has it that after Qu Yuan drowned himself in the Miluo River, local people rowed boats to drive away the fish and threw zongzi (glutinous rice dumplings wrapped in bamboo leaves) into the river to prevent fish and shrimp from consuming his body. This gave rise to the customs of dragon boat racing and eating zongzi.
The core significance of the Dragon Boat Festival lies in promoting the spirit of patriotism and praying for health and safety (traditiony, the fifth lunar month was considered the 'Poisonous Month,' and festival activities were meant to ward off evil and pestilence). The main ways of celebration include: holding exciting dragon boat races; families making and eating zongzi (available in various sweet and savory flavors); hanging calamus and mugwort on doors to repel insects and ward off disease; wearing multicolored silk threads or sachets; and in some regions, drinking realgar wine.
Corporate PR and Communication Activity Suggestions:
For the Dragon Boat Festival, companies can plan the following PR and communication activities:
- Cultural Heritage and Brand Integration: Host or sponsor dragon boat races, linking the spirit of teamwork with corporate culture; launch limited-edition Dragon Boat Festival gift boxes (e.g., featuring special zongzi, custom sachets) incorporating brand elements.
- Social Responsibility and Public Welfare: Organize employees or partner with communities for zongzi-making charity events to care for vulnerable groups; promote the health-related customs of the festival (e.g., hanging mugwort), advocating the health concepts within traditional culture.
- Digital Marketing Interaction: Initiate social media campaigns with hashtags like #OurDragonBoatFestival, encouraging users to share their hometown customs or creative zongzi photos; launch online mini-games or H5 interactive content related to festival traditions (e.g., dragon boat racing) to increase brand exposure and user engagement.
- Product/Service Promotion: Develop limited-time holiday products or promotional campaigns around themes like 'reunion' and 'well-being'; food and beverage companies can focus on promoting zongzi and other seasonal foods.
(Note: This introduction is applicable to Mainland China.)
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