On September 11, 2026, the Faculty Party Branch of Business Administration of the School of Economics and Business Administration, Beijing Normal University (BNUBS), organized faculty members and students to carry out a Party-building collaboration activity with Huatian Group. The group conducted an on-site visit to learn about the development status and transformation journey of the time-honored brand, gaining first-hand insights into the management model of the catering industry and the charm of traditional culture within authentic business scenarios. Led by Zhou Jianghua, Associate Dean of the School, several faculty members from the Department of Digital Economy and Management and the Department of Human Resource Management joined the visit. This corporate field trip forms part of the academic orientation programme for the 2026 intake of the Business Administration (Digital Economy and Management Experimental Programme).

To begin with, faculty and students took part in an immersive “mobile ideological and political course”. Walking along Dongxicha Alley, Li Xiulian, Party Branch Secretary of Eryouju, recounted the brand’s development story rooted in people’s livelihood, commitment to quality and intergenerational inheritance against the backdrop of corporate history. Through the growth journey of this century-old time-honored brand, students gained a tangible understanding of the responsibility and perseverance of national enterprises. Stepping beyond textbooks, they directly perceived the social value and original aspiration underlying corporate management.

Subsequently, the group visited the kitchen to observe the operation of intelligent cooking robots. From automatic ingredient feeding and precise stir-frying to automatic dish serving, the robots delivered impressive efficiency and standardized operations. The participants tasted dishes cooked by the robots on site. With explanations from Mao Yajun, Chief Technology Director, the students learned that the adoption of intelligent equipment effectively unifies dish flavour and product quality across all outlets. It serves as a vivid example of the digital and standardized transformation of the traditional catering sector, inspiring new reflections on how technology empowers traditional industries and innovates corporate management.

After the site tour, faculty, students and management staff from Huatian Group held a panel discussion themed Joint Party Learning to Uphold Original Aspirations, Cultivating Talents with Craftsmanship and Gastronomic Heritage. Zhang Yu, Associate Party Secretary and Chairman of the Trade Union of Beijing Huatian, shared experiences in corporate Party building and team development. Drawing on the current development of time-honored brands, he discussed pathways for university-enterprise collaborative talent cultivation and engaged in interactive Q&A on topics including how time-honored brands can connect with young people and expand influence among youth. Through this exchange, students clearly recognized the guiding role of Party building in corporate development and acquired practical knowledge of how traditional enterprises adapt to the times and pursue proactive innovation.

Towards the end of the activity, faculty and students watched demonstrations and took part in hands-on practice of traditional pastry craftsmanship. Pastry chefs fully demonstrated the procedures for making Lǘdagun (glutinous rice rolls with sweet bean paste), a traditional Beijing snack, and elaborated on techniques for rolling dough, spreading filling, rolling and cutting. Under the chefs’ one-on-one guidance, students tried making Lǘdagun themselves. Though seemingly simple, each procedure demanded patience and controlled hand strength. The participants made and sampled the pastries, immersing themselves in the unique allure of traditional pastry craftsmanship in a relaxed atmosphere.

This corporate visit to Huatian Group represents a vivid practice integrating ideological and political education, academic learning and labour education by the School. By stepping into real corporate settings, freshmen in their first year broadened their horizons, experienced the craftsmanship inheritance and digital innovation of time-honored brands, and deepened their understanding of the practical value of the Business Administration discipline. Moving forward, the School will continue to launch university-enterprise practical activities, enabling students to build experience and develop competence through practice, consolidate professional capabilities and foster a strong sense of national responsibility amid inheritance and innovation.

Contributed by Party Committee Office

Edited by Xu Kaige

Reviewed by Han Lili, Zhou Jianghua