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, the dinner table conversations were about children’s grades and what jobs they 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 this sentiment 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 scene 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, listening, and witnessing—many public fund institutions quietly moving their services forward, bringing financial education to grassroots levels, and going online, using warm companionship to protect residents’ money and ensure a sense of security and peace of mind during the New Year.

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. As the door opened, a wave of warmth greeted them—an event themed “Practicing Inclusive Finance: ETF Business Introduction and the History of Capital Markets” was unfolding in an innovative way.

Initially, the reporter thought that financial seminars might feel distant, but the lively atmosphere was unexpected. The small activity room was packed with employees from nearby enterprises and institutions, many of whom had come during their lunch break to “gain knowledge” and “learn.” A bright red banner read “Protect Your Money Bag, Have a Happy and Prosperous Year.”

The Pengyang Fund lecturer did not simply recite technical jargon but started from the basic concept of “what is an ETF,” explaining its classification and asset allocation logic in a conversational manner, cleverly linking it to policy buzzwords like “long-term investment” and “innovation-led development.” On site, some nodded frequently, others quickly jotted notes. “I didn’t realize that investing in ETFs could so easily share in the dividends of national technological progress,” 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 chart on the wall, 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 grand and turbulent history. The Pengyang Fund lecturer stood in front of the boards, explaining 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 New Year gatherings showcased another warm side of financial services.

On the eve of the Spring Festival, the New Year’s gathering in Sì Village, Laoshan, Shanghai, was held at Laoshan Primary School’s auditorium. On stage, young employees from Donghai Fund shed their serious professional attire, smiling as they sang a rewritten song, “Guarding Sunset and Dreaming of Wealth.” No matter how many scams there are, as long as you look closely, or how much deception is played out with tricks… The lively melody paired with simple lyrics had some elderly audience members clapping along or humming softly.

“This song is well written, easy to understand, and memorable,” said an aunt nearly seventy years old, happily holding hands with a Donghai Fund staff member after the performance. “Fund company staff came to join our celebration and even taught us how to safeguard our retirement savings. 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 legal language but a form of cross-age protection and companionship.

Similarly, Industrial Bank Fund brought its activities into special scenarios. At the Huaxin Logistics Park in Shanghai, a “Financial Joy Reading” event was held around the “Express Delivery Worker.” 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, tips for identifying scams like “fake order rebates” were cleverly integrated. A courier who had just completed a delivery successfully passed a challenge at the Industrial Bank “Fight Corruption and Welcome Prosperity” booth and won a Spring Festival couplet, smiling as he said, “Playing and learning at the same time, I really got the hang of it. I’ll put this up during the New Year for peace of mind.”

Investor education also reached Quanzhou, Fujian. At Xingyin Fund’s registered location in Fengze District, Quanzhou, 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 Horses Welcome Spring, Steady and Leading the New Journey” used the Year of the Horse imagery to vividly explain different fund types. For example, “Fixed Income+” funds were compared to versatile steeds capable of both attack and defense, wishing investors to steer their investments steadily and gallop into a new chapter. 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. My kid enjoyed it, and I learned something too.”

Online companionship continues uninterrupted

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, various 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 themed for the Year of the Horse to add festive cheer. Huaxia Fund continued its “Huaxia Seven Days of 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 silhouette of employees diligently taking notes in front of display boards, the Spring Festival couplets raised by a courier after passing a challenge, the rhythmic clapping of elders in the hall, and the smile on the face of an aunt at the village entrance when she mentions “Xingyin Fund is right here in Quanzhou.”

(Edited by: Xu Nannan)