Zhoushan in East China's Zhejiang province will launch a year-round campaign on July 31 to promote locally produced agricultural specialties, strengthen the regional "Zhousanxian" brand, and improve connections between farmers and consumers.

Announced at a news conference on July 28, the "Taste Zhousanxian Through the Solar Terms" campaign, centered on China's 24 solar terms, aims to showcase seasonal island produce while supporting rural development and increasing farmers' incomes.

The opening event will release guidebooks introducing seasonal "Zhousanxian" specialties and distribute them to agricultural entrepreneurs, tourism operators, and catering businesses to promote the integration of agriculture, culture, and tourism.

The city's districts and counties will showcase signature local products, including waxberries, tea, and mussels, highlighting advances in product development and value-added processing. The event will also feature the launch of an online flagship store for Putuo Buddha tea, the debut of a new island black tea, the designation of the first 10 livestreaming bases for Zhoushan specialty products, and the signing of five supply and sales cooperation agreements covering fruit, vegetables, and aquatic products.

More than 20 themed events will be held throughout the year, including produce competitions, tea promotion events, rural markets, and exhibitions across China. Online promotional campaigns will further expand sales channels and raise the profile of the "Zhousanxian" regional brand.

To encourage public participation, the campaign will distribute 30,000 yuan ($4,430) in consumer vouchers through online campaigns, prize draws, stage activities, and market interactions. The vouchers can be redeemed at eligible stalls on opening day.