“Hey Jujube!” Wins National Gold Award; Miaoli County Magistrate Recognizes NUU Students’ Rural Revitalization Efforts
The “Hey Jujube!” team from the Department of Cultural Creativity and Digital Marketing at National United University (NUU) has won the Gold Award at the Ministry of Agriculture’s 16th College Student Rural Return Competition. Guided by Hsiung Tzu-Fei and Lo Shao-Chu, the team comprises seven students: Chen You-Wei, Chang Yun-Tzu, Hu Wei-Chieh, Chang Chia-Chen, Lu Yeh-Chun, Dai Tzu-Chien, and Tsai Hsin-Ni. Through a rural revitalization initiative in Gongguan Township, Miaoli County, the students combined the local jujube industry, the cultural heritage of the Chuanlong Irrigation Channel, and food and agricultural education. Their project stood out among 21 teams nationwide to win the Gold Award. On October 22, Miaoli County Magistrate Chung Tung-chin welcomed the team and its faculty advisors, recognizing the students’ efforts to bring new vitality to local communities through creativity and professional expertise.
Since February, the team has conducted field research in Gongguan, participated in rural residency activities, and engaged with local industries. Through these efforts, the students explored the distinctive characteristics of Gongguan jujubes and the Chuanlong Irrigation Channel, transforming their findings into social media marketing content, a local intellectual property (IP) brand, and educational materials for food and agricultural education. Their goal is to introduce Gongguan’s agricultural culture to a wider audience.
During the reception, the team presented a creative fashion show titled “Miaoli Fashion: Zao Bi,” inspired by the distinctive half-red, half-green appearance of fresh Gongguan jujubes. The county magistrate was invited to try on jujube-themed accessories and pose for photos with the students and their original character, “Zao Bi.” The activity showcased how traditional agricultural products can connect with contemporary youth culture through creative design.
The team also collaborated with Lao Wo Coffee’s Miaoli Zhongxiao Branch to develop a signature beverage called “Jujube Meets Floral Aroma.” Combining Gongguan jujubes with cold-brew coffee made from washed-process Yirgacheffe beans from Ethiopia, the drink explores new possibilities for local agricultural products through cross-industry collaboration. During the reception, Lao Wo Coffee owner Chiang Kuan-Yu joined the county magistrate in trying the beverage preparation process, demonstrating how local produce can be incorporated into everyday life in new ways. The team also shared its plans to extend the “Zao Bi” IP to major events, including the Miaoli Lantern Festival, to raise the visibility of Gongguan jujubes.
The county magistrate’s reception and recognition provided important encouragement for the team’s work. Throughout the project, Lin Yu-Shih, secretary-general of the Gongguan Township Farmers’ Association, supported the initiative and helped connect the team with local resources, enabling its activities to move forward. The county magistrate’s encouragement has also strengthened the team’s confidence in continuing the project over the coming year.
Moving forward, the students plan to further develop educational materials for food and agricultural education and explore opportunities for commercialization, experiential activities, and market applications. Their aim is to extend the impact of educational activities beyond one-time experiences and develop distinctive local products with lasting value and potential for continued promotion.
Rural revitalization requires long-term commitment and collaboration. The team will continue to connect the university, the farmers’ association, local farmers, and industry partners, allowing youth-driven creativity to take root in Gongguan and creating new opportunities for rural development in Miaoli.
Text and photos provided by the Department of Cultural Creativity and Digital Marketing. Edited and published by the Secretariat. October 27, 2026.
Since February, the team has conducted field research in Gongguan, participated in rural residency activities, and engaged with local industries. Through these efforts, the students explored the distinctive characteristics of Gongguan jujubes and the Chuanlong Irrigation Channel, transforming their findings into social media marketing content, a local intellectual property (IP) brand, and educational materials for food and agricultural education. Their goal is to introduce Gongguan’s agricultural culture to a wider audience.
During the reception, the team presented a creative fashion show titled “Miaoli Fashion: Zao Bi,” inspired by the distinctive half-red, half-green appearance of fresh Gongguan jujubes. The county magistrate was invited to try on jujube-themed accessories and pose for photos with the students and their original character, “Zao Bi.” The activity showcased how traditional agricultural products can connect with contemporary youth culture through creative design.
The team also collaborated with Lao Wo Coffee’s Miaoli Zhongxiao Branch to develop a signature beverage called “Jujube Meets Floral Aroma.” Combining Gongguan jujubes with cold-brew coffee made from washed-process Yirgacheffe beans from Ethiopia, the drink explores new possibilities for local agricultural products through cross-industry collaboration. During the reception, Lao Wo Coffee owner Chiang Kuan-Yu joined the county magistrate in trying the beverage preparation process, demonstrating how local produce can be incorporated into everyday life in new ways. The team also shared its plans to extend the “Zao Bi” IP to major events, including the Miaoli Lantern Festival, to raise the visibility of Gongguan jujubes.
The county magistrate’s reception and recognition provided important encouragement for the team’s work. Throughout the project, Lin Yu-Shih, secretary-general of the Gongguan Township Farmers’ Association, supported the initiative and helped connect the team with local resources, enabling its activities to move forward. The county magistrate’s encouragement has also strengthened the team’s confidence in continuing the project over the coming year.
Moving forward, the students plan to further develop educational materials for food and agricultural education and explore opportunities for commercialization, experiential activities, and market applications. Their aim is to extend the impact of educational activities beyond one-time experiences and develop distinctive local products with lasting value and potential for continued promotion.
Rural revitalization requires long-term commitment and collaboration. The team will continue to connect the university, the farmers’ association, local farmers, and industry partners, allowing youth-driven creativity to take root in Gongguan and creating new opportunities for rural development in Miaoli.
Text and photos provided by the Department of Cultural Creativity and Digital Marketing. Edited and published by the Secretariat. October 27, 2026.
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