Shortly after the opening of the National "Two Conferences," Ningbo Youngor Group unveiled a Han Ma Shijia store on Dongdan North Street in Beijing. Li Rucheng, an NPC deputy, seized the moment to promote hemp products during the sessions, jokingly saying, “Everyone talks about transformation and upgrading—why not come pick up my hemp socks? This is the best example.†He plans to officially submit proposals today regarding the development of the hemp industry.
Li Rucheng has become well-known for his passion for promoting hemp, especially during the two sessions. In interviews with reporters, he often casually removed his shoes to reveal the hemp fabric socks made by Youngor. During the Zhejiang delegation's third plenary session, he discussed the company’s transformation and upgrading, emphasizing that the financial crisis was both a challenge and an opportunity. In 2009, Youngor leveraged this period to accelerate industrial transformation, shifting from a production model to a brand-focused strategy.
“We’ve expanded to five new brands, including ‘Hemp World,’ which features anti-wrinkle, deodorant, sterilization, UV protection, and moisture-wicking properties,†Li said. He even joked, “I wear hemp socks that don’t smell bad for a whole week!†His lighthearted approach drew laughter from the audience.
The collaboration between Li Rucheng and the Hemp Research Center of the PLA General Logistics Department began six years ago. After Zhang Jianchun, director of the center, developed a new strain of non-psychoactive hemp, Li became deeply interested. Their partnership led to nine world-leading scientific achievements and 20 national invention patents. Some called it the first truly future-oriented product in China’s textile industry.
In 2005, Youngor established the world’s first hemp fiber processing plant in Xishuangbanna, Yunnan, earning a UN Food and Agriculture Organization award. In January of this year, the first Han Ma Shijia store opened in Ningbo, launching a full range of hemp clothing and home products. Li plans to open five more flagship stores in Shanghai, Hangzhou, Ningbo, and Suzhou.
Hemp is now becoming a key focus for Youngor’s apparel industry and a major driver of its transformation. Beyond fashion, Li believes hemp has significant potential for the textile industry and resource management. With China importing 35% of its cotton, the need for alternative materials like hemp is urgent. Developing the hemp industry could create a massive, sustainable industrial chain.
Moreover, hemp farming requires minimal land and no pesticides, making it ideal for rural areas. It can generate around 500–800 yuan per mu, offering farmers a reliable income. Li advocates for government support and public awareness to help the hemp industry grow into a pillar of China’s new materials sector.
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