Connect tea with care
Bring people together. Let care become concrete.
Tea can bring good intentions together; charitable work calls for action that can continue. Give support a clear destination and gratitude a practical expression.
Thematic imageryPublic-minded responsibility rooted in the people
“Guide and support willing and able enterprises, social organisations and individuals to participate actively in charitable causes.”
— Xi Jinping · Report to the 20th CPC National Congress · 16 October 2022Read the source and context
“If everyone holds charity in their heart and takes part, our society will become more civil and more harmonious.”
— Xi Jinping · From Zhijiang Xinyu · Quoted in Qiushi, issue 7, 2025Read the source and context
Turning the value of enterprise into lasting care for society
Charity is not an ornament outside business; it is a lasting responsibility to society, translating the fruits of development into public good. To work in tea is to value the accumulated gifts of land, labor, and time; to give back is to let enterprise serve human growth and livelihoods beyond the product itself.
For young people in the 11 provinces and regions traversed by the Long March, educational support covers vocational tuition and living costs, while attention to skills and pathways into employment and entrepreneurship responds to the practical needs of growth and development. Integrating public benefit into business practice recognizes the power of building a future through one's abilities and the responsibility of social actors to take part in charity.
Turning enterprise value into public benefit
Supporting education and entrepreneurship with business proceeds
In 2006, the company and the China Association for Promoting the Construction of Old Revolutionary Areas jointly established the Long March Education and Entrepreneurship Fund, translating public-minded care for young people in areas traversed by the Long March into practical support for their growth and development.
Supporting young people along the Long March route
The fund serves young people in the 11 provinces and regions traversed by the Long March. It supports vocational education tuition and living expenses, and addresses skills learning and transitions to employment and entrepreneurship, extending educational assistance to preparation for independent development.
Directing club profits back to public benefit
Operating profits from the Cixinyuan Club are directed to the Long March Education and Entrepreneurship Fund, linking the club's business with educational support, skills learning, and transitions to employment and entrepreneurship for young people, and making business proceeds part of the support for public benefit.
A record of the Long March Education and Entrepreneurship Fund
The roots of this undertaking
Extending the value of tea toward growth and opportunity
Exchange can focus on how businesses take part in public-benefit work, vocational education and skills development, connections between educational support and employment or entrepreneurship, and how the tea industry can create lasting value for society. Diverse experience and perspectives can enrich discussion of public-benefit practice and shared responsibility; any specific collaboration or service arrangements would depend on direct discussion.
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