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 ricefield adoption and customfarming 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.

The company manages 250,000 mu (16,666.67 hectares) of rice fields at the core production area of Wuchang rice, which is famous for its unique flavor and texture, and is grown in fertile black soil.

The company has innovatively introduced a personalized model based on square meters, launching an annual family package for 100squaremetre rice paddies, offering services including freshly milled rice delivery and farming experiences, Wang said.

In 2026, the company achieved high-end rice field adoption of 3,333 hectares, with contracted sales of 195 million yuan ($29 million), and group client customization of 8,666 hectares, with contracted sales of 890 million yuan.

Through standardized planting, diversified customization, and full-chain services, the company continues to enhance the golden brand of customized agriculture centered on Wuchang rice.

Lots of adoption clients visited their adopted rice fields to participate in festival activities and experience farming labor.

The park is equipped with a rice culture museum, sightseeing trails, specialty homestays, and rice field photo spots, transforming the singular rice production into a new agricultural, cultural, and tourism business model integrating sightseeing, study, experience, and consumption.

For 11 consecutive years, the company has held farming cultural festivals such as the Rice Planting Festival, Rice Flower Festival, and Rice Harvest Festival.

In 2024, the company established the Rice Countryside Town Study Base, creating a comprehensive study project integrating rice science popularization, farming practices, and cultural experiences.

The study courses cover visits to the rice culture museum, rice growth science education, hands-on farming experiences like planting and harvesting, rice processing observation, and understanding the rice-duck symbiosis ecosystem.

Visitors can enter the fields to experience farming and harvesting, to understand "every grain comes from hard work", while learning about the historical origins of Wuchang rice and the farming culture of the black soil.

Last winter, the company created a rice countryside snow park, achieving year-round operation.

The company also innovatively introduced rice milk tea, bringing Wuchang rice into more people's lives in a youthful and fashionable way.