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China UnionPay launched an immersive campaign by turning the interchange passageway at Xujiahui station into hybrid rice sapce to promote the “Chinese pioneers program” which supports the hybrid rice research.


The lifelike images of rice field on the floor sticker together with the real hybrid rice on both sides of the corridors made pepole feel like being surrounded by beautiful nature. The hybrid rices displayed in small showcases allowed passengers to have a close look at the products.

People could scan QR code to buy a packet of hybrid rice with 1RMB on ChinaUnionPay’s APP, and the entire proceeds would be donated to support hybrid rice research.