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Brand Story

Dragon boat festival(端午节) falls on the 5th day of the 5th month in the traditional Chinese calendar. This festival is to commemorate the death of a famous Chinese poet from the Zhou Dynasty, Qu Yuan.
 
 
 
Qu Yuan(340–278 BC) was a patriotic poet and a loyal official of the state of Chu during the Warring States Period. He was the number one advisor and dedicated his whole life to assisting the king to build the State stronger. Anguished after failing to assist his King in retaining their empire, Qu Yuan ended his life by drowning himself in the Miluo River.
   
   
Local people who admired and respected him rowed their boats out to try save him/retrieve his body. This brought about the tradition of dragon boat races. In order to prevent his body being eaten by marine animals, the Chu people threw rice dumplings into the river, bringing about the tradition of Rice Dumpling (Zong Zi).
 
 
Till date, this tradition is still highly celebrated in parts of Asia with event of dragon boat races and offerings of rice dumpling to ancestors, elders, family & friends.