On 23 October, the 17th International Graduates & Youth Art Fair (IGAF) showcased over 2,000 works by nearly 500 young artists from 20 countries worldwide at the China Optics Valley Convention & Exhibition Center in eastern Wuhan, which spans 10,000 square meters.

This year marks the twelfth year that Blue Moon has partnered with the IGAF as the principal sponsor. During the opening ceremony, a representative from Blue Moon reaffirmed the brand's long-term commitment to youth art: "We will continue to support China's young creative talent, turning artistic dreams into reality and driving social progress through innovation."

When art meets cleanliness: Twelve years of shared values

This year's IGAF departed from the traditional approach of previous editions, which organized exhibitions by art category. Instead, it presented thirteen different themed sections based on two main curatorial directions: “Academic and Professional” and “Art Consumption”. From “New Soil: The Diverse Growth of Contemporary Art - focusing on “contemporaneity,” to the “IN-OUT International Zone” highlighting international artists, and “Ink Images” showcasing the transformation of Eastern ink-wash media in contemporary contexts, young artists continuously push the boundaries of their exploration. The IGAF is not just a brief exhibition spanning a few days; it is a powerful force propelling art into everyday life.

Blue Moon truly embraces the concept of making art accessible and integrating creativity into everyday life. Data show that 80% of this year's IGAF artists were born in the '90s or '00s, with those born in the '00s alone making up one-third of the total. They are not only creators but also the core audience and participants.

These young people who grew up alongside the Internet represent a wave of "new art, new consumption, and new living." Their understanding of "cleanliness" has long transcended its basic functional aspect, evolving into a form of life aesthetics. It encompasses beauty, emotions, and, most importantly, a sustainable approach to living.

The collaboration between Blue Moon and IGAF is essentially a profound dialogue with future consumers. By observing how young artists express their understanding of the world through their work, Blue Moon is able to gain insights into the new generation's vision of an "ideal living environment". Artists change the way we see the world with their creativity, while Blue Moon redefines the possibilities of clean living through technology—integrating innovative concepts into every product, making cleanliness a driving force for good.

Behind the twelve years: Deliberate Practice, Enduring Foresight

"Blue Action", a public art project jointly launched by the IGAF and Blue Moon, aims to connect the public through art and promote aesthetic education. This year, the project invited children and teenagers aged 3 to 18 nationwide, encouraging them to express their longing for and protection of a clean environment through their artwork.

As Blue Moon's representative said in his opening speech: "We hope to inspire more children and teenagers to participate in this grand art event through our innovative integration approach, using their brushstrokes to present a world of pure, clear, and harmonious beauty to the public." "Blue Action: A Clean World" is a vivid embodiment of this concept, transforming the brand's pursuit of cleanliness into an artistic expression that exudes social warmth.

It can be said that beyond deeply cultivating product innovation and technology, Blue Moon has also pioneered new pathways in brand building with its forward-looking vision. For 12 years, it has consistently told a brand story connected to youth art. As early as 2014, when the youth art market was still niche, Blue Moon partnered with the IGAF. Behind this choice lie the brand's recognition of and adherence to “long-term value”.

Since its establishment in 2012, the IGAF has made it its mission to discover, support, and promote young artists, providing them with an art platform. In this era of rapidly changing information, art represents a quintessentially "slow variable". The growth of artists, the spread of aesthetic education, and the expansion of social influence all require "slow effort". This kind of "slowness" may not yield immediate, visible results, but through continuous artistic immersion, it quietly establishes a unique and profound brand cultural connotation in the hearts of users.

To Blue Moon, "cleanliness" is also an art. It is not just an outcome, but rather a lifestyle and state of mind focused on order, harmony, and aesthetic beauty. This brand philosophy, which transcends mere functionality, cannot be achieved overnight. It requires time to mature and ultimately transform into an enduring brand asset.

The Company's market performance is a testament to the value of its perseverance. In May 2025, Chnbrand, an authoritative brand rating agency in China, released the China Brand Power Index (C-BPI) report. Blue Moon ranked first in the liquid laundry detergent and liquid soap categories, winning the "Golden Brand" title once again and maintaining its No. 1 position in the two C-BPI categories for the 15th consecutive year.

Building an enduring brand in an era of rapid change

A 12-year partnership has long transcended a simple sponsorship, evolving into the careful cultivation of fertile ground for innovation. For Blue Moon, this long-term support prioritizes long-term brand equity and social impact over short-term quantitative data. This philosophy aligns seamlessly with the Company's longstanding commitment to other philanthropic initiatives.

In addition to sponsoring the IGAF and supporting the development of cultural and artistic endeavors, Blue Moon has actively fulfilled its corporate citizenship responsibilities in areas such as promoting cleanliness and health, epidemic prevention and disaster relief, and rural development, making meaningful contributions to building a happy and prosperous society.

For example, as of 2024, Blue Moon has supported the "Wise Women" initiative for 12 consecutive years, disseminating the program's knowledge and concepts to over five million women and their families. It has also contributed to the "I Am a Little Health Angel" children's health and family education project for 24 consecutive years. The project aims to spread the “cleanliness” concept through the power of technology to create a lasting shield of growth and health for children, guided by a caring and philanthropic spirit. These various public welfare projects illustrate Blue Moon's dedication to social responsibility. The Company has also been awarded the “Responsible Brand for the Year” for 10 consecutive years, reflecting its consistent focus and dedication over more than a decade.

For 12 years, Blue Moon has unwaveringly supported young artists as the principal sponsor, much like planting a tree. Today, that tree stands tall and lush. According to statistics, Blue Moon has provided museum-level exhibition opportunities for nearly 25,000 works by approximately 8,000 artists. It has also acquired works by hundreds of young artists, bringing art into the public eye. This reflects both the rise of young artistic talent in China and the value of long-term commitment.

Blue Moon firmly believes that in this era of rapid change, true brand builders will ultimately stand the test of time.