Hushangshengmingyue
Lighting the Year Gift Box
Client
Hushangshengmingyue
Service
Packaging Design
Team
CD:Kevin、Gary Lau
D:SunYu、JinHai
3D:Junfeng
T:2021
Hushangshengmingyue
Service
Packaging Design
Team
CD:Kevin、Gary Lau
D:SunYu、JinHai
3D:Junfeng
T:2021
As an official cultural and creative product of HUSHANG SHENGMINGYUE, the “Lighting the Year” Spring Festival Gift Box successfully transformed the architectural heritage of the Bengbu Ancient Residential Architecture Expo Park into a distinctive cultural object that visitors could take home.
With its highly recognizable contemporary Chinese visual language, the gift box became a tangible expression of the HUSHANG SHENGMINGYUE brand and a memorable cultural symbol of the destination.
Launched on the Modian crowdfunding platform at the end of 2020, the project quickly gained strong market recognition. It ultimately raised more than RMB 7 million, reaching 140.35% of its funding target, with a positive review rate of 97.56%. The gift box was also introduced through selected online platforms and offline retail channels, becoming one of HUSHANG SHENGMINGYUE’s signature cultural tourism products.
During the May Day holiday in 2024, the park received more than 300,000 visitors during its free opening period. Following its official opening on April 3, 2026, visitor numbers reached 410,147 by June 30. As one of China’s largest ancient residential architecture exhibition parks, HUSHANG SHENGMINGYUE has welcomed more than one million visitors in total. Its cultural products and destination experience continue to reinforce one another, extending the influence of the brand beyond the physical park itself.
With its highly recognizable contemporary Chinese visual language, the gift box became a tangible expression of the HUSHANG SHENGMINGYUE brand and a memorable cultural symbol of the destination.
Launched on the Modian crowdfunding platform at the end of 2020, the project quickly gained strong market recognition. It ultimately raised more than RMB 7 million, reaching 140.35% of its funding target, with a positive review rate of 97.56%. The gift box was also introduced through selected online platforms and offline retail channels, becoming one of HUSHANG SHENGMINGYUE’s signature cultural tourism products.
During the May Day holiday in 2024, the park received more than 300,000 visitors during its free opening period. Following its official opening on April 3, 2026, visitor numbers reached 410,147 by June 30. As one of China’s largest ancient residential architecture exhibition parks, HUSHANG SHENGMINGYUE has welcomed more than one million visitors in total. Its cultural products and destination experience continue to reinforce one another, extending the influence of the brand beyond the physical park itself.
HUSHANG SHENGMINGYUE is located on the southwestern shore of Longzi Lake in Bengbu, Anhui Province. The overall masterplan covers approximately 5,000 mu, including 1,314 mu of construction land and nearly 300,000 square meters of built area.
At the heart of the project is the rescue, relocation, and restoration of approximately 450 historic residential buildings from 17 provinces and municipalities across China. The collection brings together a wide range of regional architectural traditions, including Huizhou-style architecture and southern Fujian red-brick residences.
Construction began in November 2012. The development later incorporated a number of major cultural projects, including the Forbidden City Academy and the permanent venue of the World Cultural Forum (Taihu, China), evolving into a comprehensive cultural destination integrating historic architecture, cultural creativity, ecological tourism, and public cultural experiences.
HUSHANG SHENGMINGYUE forms part of Bengbu’s national-level Dayu Cultural Industry Park and has been recognized as an Anhui Provincial Cultural Industry Demonstration Park, one of the region’s leading tourism projects, and one of its first cross-Strait cultural exchange bases.
The park has planted approximately 3,000 mu of trees, developed a 2.6-kilometer crape myrtle corridor, and created a lake system featuring six islands. In 2018, it also partnered with Jackie Chan International Group to develop the Jackie Chan Environmental Art Exhibition Hall. The overall project was planned with a total investment of approximately RMB 6.8 billion.
This project focused on the design of the “Lighting the Year” Spring Festival Gift Box for HUSHANG SHENGMINGYUE.
Designed by MEIYU SHENGHUA, the project was developed around three core ideas: ritual, representation, and contemporary Chinese aesthetics.
The first objective was to create a stronger sense of ceremony, allowing the experience of giving, receiving, and opening the gift to feel closely connected to the atmosphere of the Chinese New Year.
The second was to ensure that the gift box could represent HUSHANG SHENGMINGYUE as a brand, establishing a direct connection with its architectural heritage, landscape, and cultural identity.
The third was to reinterpret traditional Chinese culture through a contemporary visual language, making heritage more relevant, engaging, and accessible to younger audiences.
Inspired by the park’s rich water system, the illustration depicts historic architecture surrounded by flowing lake water. The composition translates the landscape character of “mountains embraced by water, with flourishing flowers and trees” into the visual language of the packaging, creating a poetic representation of the HUSHANG SHENGMINGYUE brand world.
The structural design incorporates a lift-up mechanism, adding a theatrical sense of reveal and creating a more memorable unboxing experience.
Inside, the gift box contains a curated collection of products and cultural objects: a passion-fruit rice wine named “Awaken,” glowing with an amber-like tone; an illuminated fan object titled “Observe”; six blessing pastries symbolizing Peace, Remembrance, Love, Leisure, Food, and Prosperity; and a cultural etiquette booklet introducing the meanings behind the gift.
Premium craftsmanship was applied throughout the packaging system, including custom Jingdezhen porcelain bottles and hot-foil-stamped carrier bags, reinforcing the sense of ceremony and collectible value.
Through a contemporary interpretation of Chinese culture, the project brings ancient architectural heritage into everyday life in a younger and more accessible form. Each gift box becomes more than a seasonal present — it becomes a portable expression of HUSHANG SHENGMINGYUE, carrying the brand’s architecture, landscape, cultural memory, and spirit beyond the park itself.