As grain production is a pillar of Jilin's economy, the Jilin provincial government has made efforts to brand all of its rice products under one overarching name of "Jilin Rice" in order to expand its market share.

Grain crops are ready for harvest in Jilin province. [Photo by Ding Luyang/China Daily]

And this year, it comes up with a campaign slogan of "nutritious, green, and tasty," with the hope of appealing to more Chinese consumers.

Long-grain rice is one of the four varieties under the big brand of "Jilin Rice". [Photo by Ding Luyang/China Daily]

Daohuaxiang is one of the four varieties from Shulan county. [Photo by Ding Luyang/China Daily]