by Xinhua writer Yuan Quan

SHENYANG, June 8 (Xinhua) -- Once the heartland of heavy industry and manufacturing in China, the northeastern provinces are often stereotyped as a rust-belt region. However, more local enterprises are now embracing innovation to reinvigorate themselves and the local economy.

COOL DESIGNS

Deshi, an ice cream manufacturer based in Shenyang, capital of northeast China's Liaoning Province, exemplifies this trend. It has gained widespread popularity by pioneering frozen treats shaped like local cultural icons.

Centuries-old imperial palaces, artifacts and characters were all used in the company's ice cream designs. It has become a common sight in the city to see consumers proudly holding up these miniature replicas of famous landmarks and cultural relics.

By integrating cultural elements, the company has ridden the wave of the country's promotion of its cultural industries and transformed ordinary icy snacks into products with innovative designs. This gives a boost to its sales. Since the launch of its palace-themed ice cream bars in 2021, Deshi's online sales have almost doubled.

"In the past, our ice cream products were plain-looking and people ate them mainly for sweet flavors. Now, we create ice creams with innovative shapes and consumers love them for their flavors as well as their cultural significance and emotional value," said Deshi chairman Wang Degang.

The company has also started offering customized frozen treats featuring renowned university buildings and icons of big tech companies.

Wang said that his company has enhanced IP protection by obtaining more patents and trademarks.

GI TOURISM

Crossover collaboration has also become a major part of the region's agriculture and tourism.

To market Qingshui Rice, a national-level geographical indication (GI) product from Shenyang, locals have developed a "Rice Town," an integrated complex merging rice cultivation, eco-tourism and entertainment. Visitors can immerse themselves in the picturesque rice field scenery, engage in hands-on farming activities and savor unique ice cream and beverages made with rice ingredients.

GI is a type of IP that signifies a product's specific origin and the qualities or reputation linked to that location. It serves as a mark of quality, setting the product apart from its competitors. China had approved a total of 2,544 GI products by the end of 2024, with the direct output value of GIs exceeding 960 billion yuan (about 134 billion U.S. dollars).

Zhao Aijun, head of the rice town, said since its launch in 2014, the town has attracted 220,000 visitors, boosted rice sales and created many job opportunities.

More importantly, the rice town has enhanced local people's IP awareness, Zhao added.

A striking 27-meter-tall viewing platform stands out as a highlight of the rice town, offering visitors a panoramic view of the giant rice paddy paintings. Farmers plant rice with green, purple, and yellow leaves in meticulous patterns, creating a stunning display.

Zhao said the rice town has stayed trendy by featuring popular images in its rice field art, such as the animated character "Ne Zha."

URBAN BRAND

Despite decades of economic sluggishness, the northeastern region never lost its distinct sense of humor. And the latest example is the term "Erbin", an affectionate nickname of the "Ice City" Harbin. It went viral in 2024 as a depiction of how the capital city of Heilongjiang Province, the country's northeasternmost province, pampers tourists attending its annual ice and snow festivities.

The term has also become a trademark, a city IP, to boost urban branding and promote the economy.

Bosideng, a leading player in China's down apparel market, has teamed up with Harbin to launch a co-branded "Erbin" collection, which incorporates the city's icons, such as a ferris wheel, a church lamp and the Chinese characters for "Erbin," into its down jacket designs, blending urban aesthetics with cold-weather functionality.

According to local media reports, the collection soon gained popularity among young buyers who value both design and performance. Priced between 1,699 yuan and 3,999 yuan, the "Erbin" down jackets sold well within a week of their launch in November 2024.

"The jacket design looks fashionable and embodies the unique characteristics of Harbin. It is very meaningful," said tourist Li Bing, who bought two "Erbin" jackets.

Amid a key national strategy to revitalize the northeast China, the number of patents and trademarks in the region continues to grow, reflecting the innovation vitality, according to China National Intellectual Property Administration.

Enhancing trademark branding, boosting the GI industry, and continuously fostering the deep integration of the GI industry with the culture and tourism sectors have been placed high on the agenda for the region's high-quality IP development, said Heng Fuguang, spokesperson of the administration. ■