Recently, JD Books, in collaboration with the Publicity Department of the Qufu Municipal Committee, the Education and Sports Bureau of Qufu City, the Cultural Relics Bureau of Qufu City, and the Cultural and Tourism Bureau of Qufu City, successfully held the "Opening Ceremony" event at the Confucius Temple in Qufu, Shandong Province on the second day of the second lunar month, attracting numerous locals and tourists to gather for check-ins. During the event, by searching for "二月二开笔礼" (Opening Ceremony on the Second Day of the Second Lunar Month) on the JD app, users were directed to the "Second Day of the Second Lunar Month Open Day" online special event, where JD Books curated a wide selection of classic traditional cultural works. Additionally, customers could enjoy discounts on selected books, receive coupons for further discounts with a minimum purchase of 300 CNY, and avail of exclusive student discounts on certain items.
Event Highlights from JD Books' "Double Second" Opening Ceremony
Apart from the well-known tradition of "dragon raising its head" on the lunar "Double Second" day, it's also an auspicious occasion for starting to write. On the morning of March 11th, JD Books held the "Opening Minds, Honoring Tradition" pen-opening ceremony at the Shandong Confucius Temple in Qufu. Mr. Kong Lingkai, the inheritor of the Confucius Ceremony, the celebrant of the Confucius Ceremony, and the 76th generation descendant of Confucius, served as the ceremonial official for this event. He guided 30 student representatives through rituals including dressing formally, paying respects to the teacher, using cinnabar to awaken wisdom, and drumming to express aspirations. A highlight of the event was the demonstration of writing the Chinese character "人" (ren) by Mr. Kong Xiangsheng, the 75th generation descendant of Confucius, as part of the enlightenment tracing ceremony, witnessed by attendees under the ancient pines and cypresses of the Confucius Temple.
Following the "pen-opening" ceremony, guests participated in a JD Books offline flash activity, immersing themselves in a themed and scenarized reading environment where traditional and modern cultural elements were seamlessly integrated. This immersive setup provided consumers with a fresh reading experience. Additionally, JD Books donated 1000 quality books to the schools participating in the pen-opening ceremony, aiming to encourage more children to read and to read good books.
JD Book's themed flash event attracts numerous citizens to experience.
Online, JD Book also launches the "February 2nd Reading Day" online special event simultaneously, selecting over tens of millions of traditional cultural works in literature, novels, philosophy, history, and Chinese studies, recommending high-quality books to readers. Additionally, it offers discounts on selected items, as well as coupon benefits such as a reduction of 100 CNY for every 300 CNY spent, allowing readers to easily buy good books at low prices and fully experience the charm of excellent traditional Chinese culture.
Additionally, for college students, JD Bookstore offers exclusive discounts. Open the JD app and search for the "Student Verification Entrance" to complete student verification. This allows you to enjoy special discounts on a vast selection of books tailored for students, making book purchases more affordable.
Books serve as vital carriers of traditional culture. Through the "Opening Ceremony for Writing Brushes" event held on February 2nd, JD Books aims to immerse more readers in the charm of traditional culture, encouraging them to delve into beneficial reading. JD Books is also committed to offering users high-quality content at lower prices and with better service, actively promoting nationwide reading initiatives.
