"Comprehensively advance rural revitalization and vigorously promote the development of rural industries, talent, culture, ecology, and organizational systems." This is the overarching goal set forth in the report of the 20th National Congress of the Communist Party of China. For years, JALA Group has been committed to advancing rural revitalization and fulfilling corporate social responsibilities. Notably, the "CHANDO Greening the Himalayas Public Welfare Initiative," launched in 2016, has completed six successful seasons. In 2023, the seventh season of this initiative has officially commenced!
Image: The Seventh Season of CHANDO Greening the Himalayas Initiative
On April 27, CHANDO—China’s leading cosmetics brand—partnered with the China Environmental Protection Foundation to plant 1 million square meters of green barley in Lhaze County, Shigatse, located at an altitude of 4,200 meters. This effort aims to contribute to ecological conservation in Tibet and advance rural revitalization, aligning with the national strategy of achieving common prosperity. To date, CHANDO’s Greening the Himalayas Initiative has planted a cumulative total of 5.66 million square meters of green barley in Shigatse over seven consecutive years.
The planting ceremony was attended by Gong Airu, Executive Deputy Secretary of the Lhaze County Party Committee, Executive Deputy County Governor, and Leader of the 10th Shanghai Aid-Tibet Lhaze Team; Wu Ling, Project Director of the Publicity and Liaison Department at the China Environmental Protection Foundation; and Dr. Chen Juanling, General Manager of Public Relations and Communications at JALA Group. Following the ceremony, they visited households in Gangxi Village, Xiqin Township, to conduct field research on the Greening the Himalayas Public Welfare Project.
CHANDO Upholds Brand Mission: Seven Years of Grass Planting for Ecological Conservation
CHANDO has consistently adhered to its philanthropic philosophy of "Taking from Nature, Giving Back to Nature," sustainably developing the natural resources of the Himalayas and contributing to the protection of its ecological environment and biodiversity.
Situated on the Qinghai-Tibet Plateau, the Himalayas—one of the world’s largest and highest plateaus—boast a unique yet fragile ecosystem characterized by high altitude, arid climate, and delicate ecological balance. In recent years, global climate change and overgrazing have severely challenged the region’s environment, exacerbating soil erosion, desertification, and grassland degradation due to glacier retreat, all of which threaten the survival of local flora and fauna.
Image: Green Barley Planted in Shigatse (2022)
Over six years, the green barley selected for CHANDO’s Greening the Himalayas Initiative has transformed barren land into fertile soil, combating desertification. The revitalized land not only prevents wind erosion, retains water, and enriches soil fertility but also allows for crop rotation, such as potato cultivation, enhancing agricultural productivity and economic value. The 1 million square meters of green barley planted this year will further improve agricultural conditions and promote ecological conservation in Tibet.
Sustainable Benefits Emerge, Comprehensively Advancing Rural Revitalization
Over the years, CHANDO’s Greening the Himalayas Initiative has not only enhanced ecological benefits but also positively impacted rural revitalization. The green barley from CHANDO’s public welfare pastures provides alternative income for local herders. A portion of the harvested grass is distributed free of charge to low-income households for winter livestock feed, reducing expenses on external fodder purchases and boosting the development of animal husbandry and tourism.
Additionally, the CHANDO HIMALAYA Environmental Protection Fund has allocated funds to local cooperatives to cover labor and machinery costs for grass planting, while overseeing fund utilization. This initiative has created job opportunities, improved living standards, and stimulated local economic growth.
As part of the initiative, the CHANDO team conducted household visits in Gangxi Village, Xiqin Township. Basang, Leader of the 11th Village Work Team in Gangxi, explained that the project benefits all 160 households in the village, including over 20 mobile households.
Regarding the economic benefits, Basang highlighted three key aspects: First, each household receives approximately 1,000 RMB in dividends; second, individuals earn up to 6,000 RMB annually from labor fees; third, each household is allocated around 75 kilograms (150 jin) of green barley as fodder, with larger families receiving 150–200 kilograms (300–400 jin).
The project has been warmly welcomed and strongly supported by Lhaze County and the Shanghai Aid-Tibet Team. Future collaborations will expand to integrate public welfare grass planting, land improvement, and farmer income enhancement into comprehensive initiatives.
Deep Integration of Environmental Philanthropy, Uniting Social Forces
In 2016, CHANDO partnered with the China Environmental Protection Foundation to establish the "CHANDO Himalaya Environmental Protection Public Welfare Fund," dedicated to conserving Himalayan glaciers, rare species, and unique cultures while showcasing the region’s vibrant biodiversity to the world. To date, CHANDO has donated a total of 24 million RMB to the Foundation.
Image: CHANDO’s Public Welfare Botanical Garden in Lulang Town, Nyingchi, Himalayas
Widely praised in the industry, CHANDO has created a unique Public Welfare Partner mechanism: for every purchase of the TIME FROZEN ESSENCE (Little Purple Bottle), CHANDO donates 10 RMB to the China Environmental Protection Foundation to fund green barley planting. By integrating ecological conservation with corporate philanthropy, CHANDO expands its network of compassionate contributors, uniting diverse social forces to advance rural revitalization and empower individuals to contribute to the national goal of common prosperity.
Image: CHANDO TIME FROZEN ESSENCE Fifth Generation
In September 2023, the CHANDO Greening the Himalayas Initiative will return to the region to witness the harvest of 1 million square meters of green barley. As the season of abundance approaches, CHANDO invites you to join as a Public Welfare Partner. Let us protect the environment together and witness the vibrant green vitality of the Himalayas!
