Rice is a hugely important part of Chinese food culture. Qiao Fu Da Yuan specialises in high-quality rice, particularly its Wuchang rice. Rice is a food category defined by quality, but rarely by origin. Mother and Qiao Fu Da Yuan have changed that dramatically; rewritten how food advertising can appeal and food brands can be distinctive. Song of the Earth brings the focus back to where everything begins for Qiao Fu Da Yuan – the black soil of Wuchang, shaped over time and cared for across generations.

The song and its campaign film, created for Earth Day, underline the brand’s connection to agriculture. Performed on the soil, before the season begins. The film brings together a human choir and a group of audio explorers to perform directly on the land, just before spring sowing. Built around low-frequency sound, the work explores how vibration travels through soil, not as proof, but as observation. A way to understand the relationship between land, seasonality, and the people who depend on it.

At the core of the film is a simple belief – care for the land, and it will care for you. In reframing value from product to provenance, the work marks the first chapter in a longer platform for Qiao Fu Da Yuan, one rooted in stewardship, not just harvest.

Behind the Scenes: