Fujian New Generation Industrial Co., Ltd. recently revealed that nine companies associated with the “Tamaume Taro” trademark are planning to establish Xindai Group Co., Ltd. within the Haixi Hi-tech Industrial Park in Fuzhou, Fujian Province. This new venture aims to develop the animated series “Watermelon Taro,” which is expected to boost the local animation industry. The initiative reflects a growing trend of creative collaboration between Fujian and Taiwan, as more creative enterprises from across the strait seek to expand their presence on the mainland. In recent years, many Taiwanese creative companies have started to “take root” in Fujian, leading to deeper cooperation between the two regions. One of the most well-known brands in this space is “Lovely Name of Watermelon,” a flagship brand of Fujian New Generation Industrial Co., Ltd. Since its founding in 1989, the company has developed over 2,000 trendy stationery and children’s daily necessities under various trademarks such as “Taro,” “New Generation,” “Sweet Bee,” “KiKiCoCo,” and “HiHaHo.” It is currently the largest company in China specializing in the research, design, manufacturing, and sales of stationery and animation-related children’s school supplies. The “Tamame Taro” brand has also expanded into children’s clothing, offering more than 500 cute, casual, and sporty products each year. The company has established offices in multiple cities across China, with 17 wholly-owned subsidiaries and 9 general agents in different regions, creating a vast marketing network. Over the years, “Watermelon Taro” has earned recognition as a “China Famous Brand” by the State Administration for Industry and Commerce. Fujian New Generation has also received numerous honors, including “National Leader in Culture, Education and Sporting Goods Industry” and “National Excellent Foreign Investment Enterprise.” The company holds over 100 national patents and has played a key role in formulating national and industry standards for student supplies. From being an OEM manufacturer to becoming a creative brand leader, the company has continuously innovated. For instance, United (Fuzhou) Stationery and Gifts Co., Ltd., a subsidiary, introduced an eco-friendly pencil designed to reduce children's exposure to toxic lead. According to Chen Delong, Chairman of the company, integrating environmental concepts into stationery not only benefits children's health but is also a natural choice. Chen Delong, who once handled foreign brand authorizations, later decided to build a Chinese brand. He created the “No. 1 Cool Dog” character, symbolizing loyalty and friendship. With strong sales networks in mainland China, this cartoon dog quickly gained popularity, earning several prestigious awards, including Fujian Famous Brand and China Top Ten Stationery Brand. The brand family has since grown to include characters like “Spicy Cat,” “Hue Cat,” and “Vitamin Boy.” Fuzhou is also developing creative parks to further strengthen cross-strait collaborations. The city has launched several creative districts, including those in Drum Tower, Taijiang, and Jinan, aiming to create a cultural and creative hub. In May, the “Guanyuan Haohao” project was promoted in Taiwan as a symbol of cooperation between Fujian and Taiwan. Plans include establishing more Taiwanese business parks along Baima Road. Currently, 36 cultural and creative companies, including 12 from Taiwan, have signed agreements with the park. Once fully operational, it is expected to generate over 500 million yuan in annual industrial added value. Other projects like Fubaixiang 1958 Cultural and Creative Park and Batu 318 Cultural and Creative Arts District are also contributing to Fuzhou’s vision of becoming a leading cultural and creative center by 2020.

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