Zhaori Weipin: Veggie Beethoven

Collaborating with the independent agency F5 Shanghai, Zhaori Weipin, the distinguished Chinese circular agricultural brand, celebrated its 20th anniversary with an extraordinary musical event on July 8th, 2023. For this unique occasion, the brand enlisted the talents of two-time Grammy Award winner, Dana Leong, inviting him to perform at its organic farm in Laiyang, Shandong. The special concert embodied Zhaori Weipin's dedication to natural and sustainable agricultural practices. The innovative "Veggie Beethoven" concert saw Leong harness digital technology to transform organic vegetables from Zhaori Weipin's farm into musical instruments. When touched by the artist, these vegetables produced melodious sounds, celebrating the vitality of nature on the fertile land. As a globally recognized artist, this event marked Leong’s first venture into such an inventive approach, drawing inspiration from Zhaori Weipin’s brand story. He deeply resonated with the land’s significance to the brand, acknowledging that 20 years of nurturing the earth had given rise to a bounty of thriving organic produce – a testament to the dedication and hard work of Zhaori Weipin’s employees. Leong incorporated natural sounds from the farm into his composition, blending them with the notes produced by the vegetables. His performance culminated in a reinterpretation of Beethoven’s Pastoral Symphony. While listening to the music, one could hear the cries of newborn calves, the rustling of the wind through the grass, the fluttering of swallows’ wings, and the sound of ripening melons falling to the ground. The “Veggie Beethoven” Concert served as a platform for Zhaori Weipin to communicate its passion for nurturing the earth and commitment to circular agriculture to a wider audience. By practicing circular agriculture and nurturing the earth, Zhaori Weipin aims to provide healthier, more natural, and more organic food sources, delivering products that resonate with nature, offer reassurance, and taste delicious. As the brand embarks on its next 20 years, it looks forward to a future of sustainable living.