“Charitble Moon-cake Gambling Event of Shangri-La Wine Company” has come to a conclusion recently. The event raised more than RMB 100,000 for the charitable fund of Xiamen Association of Women Entrepreneurs (XAWE).

“Moon-cake gambling” is a traditional activity specific to Xiamen in Mid-Autumn Festival and is also a cultural heritage of Xiamen natives. To encourage consumers to contribute to the charity course while participating in the moon-cake gambling, Shangri-La Wine Company worked with Xiamen Huiquan Beer Sales Co., Ltd., and the XAWE to jointly organize the “Shangri-La Charitble Moon-cake Gambling Event”.

On August 16, the “Shangri-La Charitble Moon-cake Gambling Event” was started in Xiamen. Consumers could have the chance of moon-cake gambling by buying a bottle of Shangri-La Tibetan Dry Highland Barley Wine and donated RMB 3 to the charitable fund of the XAWE. The event was concluded on September 27. Over the 43 days, the event covered Xiamen, Zhangzhou, Quanzhou, and Longyan, and even went further to set up a parallel venue in Wulong, Chongqing, which was more than 2000km away, allowing the natives in Wulong to be exposed to and understand the moon-cake gambling culture from Xiamen while tasting the beautiful wine produced by Shangri-La.

On September 27, at the final of the “Shangri-La Charitble Moon-cake Gambling Event” and the charity gala held in Xiamen, the Organizing Committee donated RMB 100,260 to the charitable fund of the XAWE in the name of Shangri-La Wine Company. It was reported that the donation would be used as “a special fund for women’s health”.

(Zheng Qiying)