New Year's "Wealth Preservation" Warmth for the People Public Fund Services Weaving a Unique "Festive Flavor"

Author: Chang Xiaoyu and Fang Lingchen

“Before, during the New Year, conversations at the dinner table were about children’s grades and what jobs we had outside; now, when we sit down, relatives and friends are talking about ‘what funds to buy this year’ and ‘what investments can make money.’” On the high-speed train from Xinyang, Henan, back to Beijing, a fellow hometown resident expressed his feelings to a reporter from Securities Daily. The festive atmosphere seems to have quietly added a financial flavor—while traditional red lanterns hang across the streets, the nationwide concern about “preserving wealth” and “growing wealth” is subtly blending into the lively fireworks through the professional services of the public fund industry.

During the Year of the Horse Spring Festival, from the financial sector to ancient villages, from community halls to logistics parks, Securities Daily reporters have been observing and listening—many public fund institutions quietly moving their services forward, bringing professional investment education to grassroots levels, and moving online, using warm companionship to protect residents’ money and ensure a sense of security and peace of mind during the holiday.

Offline companionship warms hearts

As the New Year approaches, the atmosphere in Xicheng District, Beijing, is filled with festive cheer. The reporter accompanied Pengyang Fund staff into the Chang’an Xingrong Party-Mass Service Center on Financial Street. Upon opening the door, a warm rush of air greeted them—a “Midday Investment Hour” themed “Practicing Inclusive Finance: ETF Business Introduction and the History of Capital Markets” was unfolding in an innovative way.

Initially, it seemed that financial lectures might feel distant, but the lively atmosphere was unexpectedly engaging. The small activity room was packed with employees from nearby enterprises and institutions, many of whom had come during their lunch break to “get some knowledge” and “learn.” A bright red banner reading “Protect Your Money Bag, Have a Happy and Prosperous New Year” was particularly eye-catching.

The Pengyang Fund lecturer did not simply recite technical jargon but started from the basic concept of “what is an ETF,” explaining its classifications and asset allocation logic in a conversational manner, cleverly linking hot policy terms like “long-term investment” and “innovation-driven.” On site, some nodded frequently, others quickly jotted notes. “I didn’t realize ETFs could so easily share in the dividends of national technological development,” a young investor sitting beside the reporter whispered to a companion while taking notes. In front of her, a middle-aged man was taking photos of the ETF knowledge map on the wall with his phone, saying, “I’ll review this when I get home.”

On one side of the event, a carefully arranged exhibition area also drew attention. Several display boards, summarizing the essence of the China Securities Museum’s public exhibition, vividly depicted China’s capital market development from inception to its magnificent growth. The Pengyang Fund lecturer stood in front of the boards, explaining several key historical turning points clearly within ten minutes. Spectators leaned in to examine old photos or whispered to each other. During the subsequent Q&A session, investors eagerly raised their hands, creating a lively atmosphere. This was no longer a one-way lecture but a two-way engagement—financial institutions reaching into the investor community, and investors actively exploring the history and future of capital markets.

If the activities on Financial Street were filled with rational reflection, then the community gatherings showcased another warm side of financial services.

On the eve of the Spring Festival, the New Year’s gathering in Laoshang Village, Shanghai, was held in the Laoshang Primary School auditorium. On stage, young employees from Donghai Fund shed their serious professional attire, smiling as they sang a rewritten song, “Protecting Sunset and Dreaming of Wealth.” No matter how many scams there are, they are seen clearly; even if con artists perform tricks, the lively melody and straightforward lyrics made the elderly in the audience clap along or hum softly.

“This song is well written, easy to understand, and memorable,” said an aunt nearing seventy, happily holding hands with a Donghai Fund staff member after the performance. “Fund company employees come to join our fun, and they also teach us how to safeguard our retirement money. It feels very caring.” During the conversation, many elders gathered around, not asking about complex financial products but taking out their phones to ask how to identify suspicious messages or set up safer payment methods. The young staff patiently explained, and at that moment, financial fraud prevention was no longer cold words but a form of cross-generational protection and companionship.

Similarly, Industrial Bank Fund entered a special scene at the Huaxin Logistics Park in Shanghai. A “Financial Reading” activity was held around the “Express Delivery Worker” station. The event was transformed into a themed market called “Courier and Logistics Challenge,” with QR codes, coin tosses, challenges, and prize draws. In these gamified segments, clever tips on identifying scams like “fake order rebates” were integrated. A courier who had just completed a delivery successfully passed a challenge at the Industrial Bank Fund’s “Break the Greed, Welcome Prosperity” booth and won a Spring Festival couplet, smiling as he said, “Playing and learning at the same time, I really grasped some knowledge. I’ll put this couplet up for good luck this year.”

The warm education of investors also reached Quanzhou, Fujian. In Fengze District, Quanzhou, the home of Xingyin Fund, the Xunpu Folk Culture Village was decorated with a unique financial New Year atmosphere. Along the Fenghai coastline, banners with “Year of the Horse, Prosperity Begins” fluttered in the wind, sending New Year blessings to travelers, signed by “Xingyin Fund.” Meanwhile, on the village’s display screens, a looping animated educational video titled “Five Steeds Welcome Spring, Steady and Leading the New Journey” was playing. The video cleverly used the Year of the Horse imagery, depicting five distinctive horses to vividly explain different types of fund products. For example, a “fixed income+” fund was compared to a versatile steed capable of both attack and defense, wishing investors to steer their investments steadily and gallop into a new journey in the Year of the Horse. A young mother with her child watched the video and told the reporter, “I didn’t expect fund products to be explained so clearly through animation. The kids enjoyed it, and I learned something too.”

Uninterrupted online companionship

While offline activities are lively, public fund services and companionship online are equally active.

“Investors need companionship, especially during long holidays like the Spring Festival, when information anxiety and impulsive investments are more common,” said a marketing director from a fund company in East China. To this end, public fund institutions have gone all out during the holiday, continuously delivering value and care through diverse content. From beautifully designed red envelope covers to interactive online red packet grabbing, immersive experiences not only let investors feel the festive atmosphere and brand warmth but also demonstrate the industry’s commitment to closer, more heartfelt engagement.

Xinyuan Fund launched the “Cross-Time Investment Open Mic,” using the wisdom of famous historical figures with “horse” in their names to share investment insights; also releasing customized red envelopes and good luck packets for the Year of the Horse to add festive cheer. Huaxia Fund continued its “Huaxia Seven-Day Joy” campaign, with daily updates from the first to the seventh day, including market reviews, educational content, and New Year interactions, with beautiful posters, fun videos, and red envelope rain attracting many investors. Cinda Asia Fund introduced the “Leap into a New Journey” series, continuously sharing fund manager perspectives.

The rich forms of online companionship complement offline activities, jointly forming a warm connection between public funds and investors during the Spring Festival.

This Spring Festival, the investor companionship of the public fund industry is no longer just a slogan but a series of concrete scenes: the silhouettes of enterprise employees diligently taking notes in front of display boards; the spring couplets raised by the courier after passing customs; the elderly clapping along to festive beats in the hall; the smiling face of the aunt at the village entrance talking about “Xingyin Fund right here in Quanzhou.”

(Edited by: Xu Nannan)

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