01 The Grand Grassland Festival Opens – Sanpangdan Appears at the 36th Grassland Naadam
In the height of summer, the grasslands sing with joy.
On July 18, the 36th Grassland Naadam grandly opened in Xilinhot City, Xilingol League. As one of Inner Mongolia’s most iconic ethnic cultural celebrations, this year’s Naadam carried the theme of “Tradition + Trend,” bringing together traditional competitions such as Bökh (Mongolian wrestling), horse racing, and archery, alongside intangible cultural heritage exhibitions, grassland music, food markets, and cultural tourism experiences. The event attracted visitors from across the country, who gathered on the grasslands to enjoy a vibrant fusion of ethnic culture and modern energy.
As a premium agricultural brand that has grown from Inner Mongolia to the rest of China, Sanpangdan made its appearance at the event under the banner of “China’s Premium Sunflower Seed Expert.” Through a variety of formats—including brand displays, interactive experiences, and influencer promotions—the company engaged with visitors to share the charm of grassland culture and introduce more consumers to the “Sunshine Gift of Inner Mongolia.”
02 The Sunshine Gift – Grassland Spirit Resonates with Brand Philosophy
Every land nurtures its own unique quality.
Rooted in Inner Mongolia for 26 years, Sanpangdan has upheld a commitment to premium, high‑quality development—from source cultivation to smart manufacturing, from stringent selection to brand building. Always adhering to the standard of “selecting only two taels out of every ten jin,” the brand has maintained its leading position in canned sunflower seed sales for many consecutive years, becoming a representative name in China’s premium seed category.
Growing toward the sun is not only the sunflower’s philosophy of life but also the development creed that Sanpangdan has consistently followed.
On the Naadam field, athletes strive with determination and push their limits; in brand development, Sanpangdan insists on quality above all, constantly innovating and breaking new ground. At this moment, the spirit of the grasslands and the spirit of the brand resonate with each other, jointly embodying the positive, courageous, and excellence‑seeking character of Inner Mongolia’s people.
03 Entering the Naadam – Bringing Inner Mongolia’s Flavours to a Wider Audience
During the event, Sanpangdan created brand content around the theme “When visiting Inner Mongolia for local specialties, Sanpangdan is a must‑take.” A brand display area was set up at the venue, while interactive activities such as influencer tours, competition check‑ins, and visitor engagement were organised to continuously expand brand influence.
Many tourists, after enjoying the competitions and grassland cultural experiences, visited the Sanpangdan booth to taste the products and savour the rich, aromatic flavours of the grasslands. Meanwhile, participating athletes and visitor influencers shared their Sanpangdan moments through short videos and social media, helping the “Sunshine Gift of Inner Mongolia” reach ever broader audiences.
For many travellers to Inner Mongolia, Sanpangdan is more than just a local specialty—it has become a treasured souvenir that records their journey and shares the culture of the grasslands.
04 Empowering Brands Through Culture – Bringing Chinese Agricultural Products to the Nation
In recent years, Sanpangdan has continuously explored new pathways for brand communication among younger audiences, leveraging cross‑industry collaborations, cultural tourism integration, and event partnerships to enhance its brand presence.
This participation in the Xilingol Grassland Naadam marks an important step in Sanpangdan’s deep engagement with Inner Mongolia’s cultural tourism brand development. By leveraging the nationally recognised cultural IP of the Naadam, the brand further connects culture, tourism, and consumer scenarios, allowing more people to experience the beauty of the grasslands while getting to know Sanpangdan, learning about Inner Mongolia, and falling in love with the region.
Inner Mongolia offers boundless scenic wonders; Sanpangdan grows ever upward toward the sun.
Looking ahead, Sanpangdan will continue to build on Inner Mongolia’s distinctive resources, uphold its original commitment to quality, and keep telling its brand story while spreading grassland culture. Through high‑quality products as its medium, the brand aims to bring the “Sunshine Gift of Inner Mongolia” home to more people, contributing greater strength to the development of Inner Mongolia’s specialty industries and regional brand building.
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