Harbin rice company sells more than products

In the golden autumn season, rice fields of Wuchang city in Harbin, Heilongjiang province, are filled with rolling waves of rice and the fragrant aroma, heralding the joy of an upcoming harvest.

Through its rice‑field adoption and custom‑farming programs, Qiaofu Dayuan Agricultural Co Ltd draws on the city's intangible cultural heritage of farming festivals, creating an immersive rice farming study system, Wang Dan, administrative manager of the company, said.

It marks a shift in the rice industry from selling products to selling experiences and culture, writing a new chapter of rural revitalization through deep integration of agriculture, culture, and tourism.