Shortly after the opening of the National "Two Conferences," Ningbo Youngor Group launched a Han Ma Shijia store on Dongdan North Street in Beijing. Li Rucheng, an NPC deputy, used the platform to promote hemp products with a unique twist: "Everyone talks about transformation and upgrading—why not come and pick up my hemp socks? This is the best example." He plans to submit a proposal today on the development of the hemp industry.
The story behind Li Rucheng’s passion for hemp began years ago. Known as a strong advocate for hemp, he often showcased his company's hemp fabric during the "Two Conferences." In interviews, he would casually remove his shoes to reveal Youngor’s hemp socks, making a bold statement about sustainability and innovation.
During a session of the Zhejiang delegation, Li Rucheng spoke about Youngor’s transformation. He described the financial crisis as both a challenge and an opportunity. In 2009, the company capitalized on this moment to shift from mass production to brand development. “We now have five new brands, including 'Hemp World,' which offers anti-wrinkle, deodorant, sterilization, UV protection, and moisture-wicking features,†he explained.
At one point, he humorously added, “I wear these hemp socks, and they won’t smell bad for a whole week!†The audience laughed, but the message was clear—hemp is more than just a trend; it's a revolution.
Li Rucheng’s journey with hemp started six years ago when he partnered with Zhang Jianchun, director of the Hemp Research Center at the PLA General Logistics Department. Together, they developed a non-psychoactive hemp variety, sparking significant interest. Their collaboration led to nine groundbreaking research achievements and 20 patent applications. As one observer noted, “This is the first time China’s textile industry has created a truly future-oriented product.â€
In 2005, Youngor opened the world’s first hemp fiber processing plant in Xishuangbanna, Yunnan. The project earned recognition from the Food and Agriculture Organization of the United Nations. Last year, the first Han Ma Shijia store opened in Ningbo, launching a full line of hemp-based clothing and home products.
Looking ahead, Li Rucheng aims to open five Han Ma flagship stores in Shanghai, Hangzhou, Ningbo, and Suzhou. This move signals that hemp is becoming a key focus for Youngor’s growth, especially in 2010 and beyond.
Beyond business, Li Rucheng sees hemp as a solution to China’s resource challenges. With cotton imports reaching 35% by 2006, the need for sustainable alternatives became urgent. Hemp, he argues, is not only eco-friendly but also economically viable. It can be grown on marginal lands without pesticides, earning farmers between 500 to 800 yuan per mu. This makes it a powerful tool for rural development and poverty alleviation.
To support this vision, Li Rucheng urges the government to create policies that promote the hemp industry and raise public awareness. He believes that with proper support, hemp could become a major pillar of China’s new materials sector, creating thousands of jobs and boosting the economy.
In short, Li Rucheng’s efforts go beyond marketing—he’s building a sustainable future, one hemp sock at a time.
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