SHENYANG, June 8 -- The northeastern provinces of China, historically recognized as the backbone of the nation's heavy industry, are undergoing a significant transformation as local enterprises increasingly pivot towards innovation to rejuvenate their economies.

Deshi, an ice cream manufacturer located in Shenyang, Liaoning Province, is at the forefront of this revitalization.

The company has gained notable popularity by crafting frozen treats inspired by local cultural icons, including centuries-old imperial palaces and historical artifacts.

This innovative approach has not only enhanced product differentiation but has also increased consumer engagement, with the palace-themed ice cream bars launched in 2021 resulting in nearly a doubling of online sales.

Deshi's chairman, Wang Degang, noted the shift from traditional plain ice creams to creatively designed products that resonate with both flavor and cultural significance.

In addition to its cultural offerings, Deshi has prioritized enhancing its intellectual property (IP) protection through the acquisition of patents and trademarks, reflecting a broader trend in the region towards valuing creativity and innovation.

Furthermore, the combination of agricultural development and tourism has led to the establishment of 'Rice Town' in Shenyang, which promotes Qingshui Rice, a national-level geographical indication (GI) product.

This integrated complex allows visitors to experience rice cultivation, eco-tourism, and entertainment, effectively merging local agricultural practices with consumer experiences.

Since its inception in 2014, Rice Town has attracted approximately 220,000 visitors, significantly boosting rice sales and generating numerous employment opportunities.

Zhao Aijun, the town's head, highlighted the positive impacts on local awareness of intellectual property.

Significantly, China's national GI strategy, which has recognized 2,544 such products, underlines the importance of origin-specific branding.

The direct economic impact linked to these products has surpassed 960 billion yuan (around 134 billion U.S. dollars).

In a move to enhance urban branding, Harbin, the capital of Heilongjiang Province, has embraced the affectionate term "Erbin" to promote its annual ice and snow festivities.

This branding initiative has proven successful, with significant media attention generating consumer interest.

Leading down apparel brand Bosideng has collaborated with Harbin to launch a co-branded "Erbin" collection, infusing local aesthetics into their clothing designs.

With a price range between 1,699 yuan and 3,999 yuan, the jackets enjoyed strong sales shortly after their release in November 2024, particularly among young consumers who prioritize both style and function.

As part of a national strategy aimed at revitalizing Northeast China, the region's innovation landscape continues to flourish, evidenced by the rising number of patents and trademarks.

According to the China National Intellectual Property Administration, there is a concerted effort to strengthen trademark branding and enhance the integration of cultural, agricultural, and tourism sectors to foster a high-quality IP development environment.