Guansheng Culture

Guansheng Culture
Millennium Heritage

Rooted in Loyalty and Righteousness, Passed Down through Benevolence and Courage

Beijing Guansheng Culture, deeply rooted in the heritage and modern interpretation of Guan Yu culture, creates a high-end cultural brand with unique oriental aesthetics through the nobility of imperial gold and the sincerity of cinnabar red. We are committed to integrating the spirit of "Loyalty, Righteousness, Benevolence, and Courage" of Lord Guan into modern business civilization.

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Guan Yu Culture · Legacy of Loyalty GUAN YU CULTURE · LEGACY OF LOYALTY

BRAND STORY

Millennium Guan Yu, Cultural Icon

The core of Guan Yu culture is "Loyalty, Righteousness, Benevolence, Courage, and Integrity", the concentrated embodiment of traditional Chinese virtues.

After millennia of heritage, Guan Yu culture has transcended regions and eras, becoming a shared cultural symbol and spiritual bond for Chinese people worldwide. According to statistics, Guan Di Temples have been built in 168 countries and regions globally.

In contemporary society, the spirit of "Loyalty and Integrity" in Guan Yu culture has been endowed with new contemporary meaning: loyalty to the nation, dedication to one's career, trustworthiness to others, and responsibility to society. In the business world, Lord Guan is revered as the "God of Wealth (Wu Cai Shen)", symbolizing the business ethics of "seeking profit through righteousness and operating with integrity."

Yuncheng, Shanxi, as the hometown of Guan Yu, is home to the largest and best-preserved Xiezhou Guan Di Temple and the world's only Changping Guan Di Family Temple, serving as an important birthplace and dissemination center of Guan Yu culture.

Guan Yu Culture

The Life of Guan Yu · A Legend of Loyalty THE LIFE OF GUAN YU · A LEGEND OF LOYALTY

160 AD

Early Years

Unknown — 184 AD

Born in Xie County, Hedong (present-day Xiezhou Town, Yanhu District, Yuncheng City, Shanxi Province), originally with the courtesy name Changsheng, later changed to Yunchang. In his early years, he fled his hometown due to an incident and wandered to Zhuo Commandery (present-day Zhuozhou, Hebei).

184 AD

Followed Liu Bei, Oath of the Peach Garden

184 AD · Zhuo Commandery

The Yellow Turban Rebellion broke out. Liu Bei recruited soldiers in Zhuo Commandery. Guan Yu and Zhang Fei joined Liu Bei, and the three became sworn brothers, beginning their legendary journey.

184–200 AD

Campaigns Across Regions

184 — 200 AD

Followed Liu Bei in campaigns across Qingzhou, Xuzhou, Yuzhou, and other regions. In 194 AD, served as Governor of Xuzhou stationed at Xiapi; in 198 AD, defeated Lü Bu; in 200 AD, besieged at Tushan, made a conditional surrender to Cao Cao.

200 AD

Serving Under Cao Cao, Meritorious Service and Enfeoffment

200 AD · Baima / Yanjin

In the Battle of Guandu, he slew Yuan Shao's general Yan Liang at Baima, lifting the siege of Baima, and was enfeoffed as Marquis of Hanshou Village. Later, he journeyed a thousand li alone, passing five passes and slaying six generals, to return to Liu Bei's side.

201–211 AD

Guarding Jingzhou

201 — 211 AD

Followed Liu Bei to seek refuge with Liu Biao in Jingzhou, stationed at Xinye. In 208 AD, led the navy in a major victory over Cao Cao's forces at the Battle of Red Cliffs. From 209 AD onward, long-term garrison of Jingzhou (seat of government at Jiangling).

219 AD

Awe-Inspiring Might Across China

219 AD · Battle of Xiangfan

After being appointed General of the Vanguard, he launched a northern campaign against Cao Wei, attacking Fanxian and Xiangyang. He flooded the Seven Armies, captured Yu Jin, and slew Pang De, shaking the central plains. Cao Cao considered relocating the capital to avoid his momentum.

219 AD

Martyred in the Jian'an Era, Eternal Loyalty Through the Ages

December 219 AD · Linju

Sun Quan sent Lü Meng to cross the river in civilian disguise and launch a surprise attack on Jingzhou. Guan Yu was caught between enemies, retreated to Maicheng, then broke through to Linju where he was captured and killed. His head was sent to Cao Cao and buried in Luoyang; his body was buried in Dangyang.

Posthumous: In 260 AD, Liu Shan, the Later Lord of Shu Han, posthumously conferred upon Guan Yu the title of Marquis Zhuangmu.

Guansheng Products · Artisan Craft GUANSHENG PRODUCTS · ARTISAN CRAFT

Guansheng · Eternal Loyalty

Eternal Loyalty · Guansheng Emperor Guan Blessing Statue

Modeled after the national key cultural relic from the Ming Dynasty collection of Xiezhou Guan Di Ancestral Temple, wearing a Confucian scholar's scarf representing his sage identity, an outer dragon robe symbolizing imperial dignity, and inner armor embodying the image of the God of War and Military God — three identities in one, known as the standard image of Lord Guan. The statue is cast in tin bronze, with two statues forming a set, each set having its own independent collection number.

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Cultural Heritage · Mission of the Era CULTURAL HERITAGE · MISSION OF THE ERA

I

Upholding the Core Essence, Building a Strong Foundation for Heritage

To inherit Guan Yu culture, we must first uphold the spiritual core of "Loyalty, Righteousness, Benevolence, Wisdom, and Courage", integrating it into all our businesses and activities, making the spirit tangible and actionable.

  • Loyalty — Explore classic stories, build an enterprise spirit of "Loyalty and Courage with Responsibility"
  • Righteousness — Uphold integrity in business, adhere to quality standards
  • Benevolence — Conduct public welfare assistance and culture-benefiting activities
  • Wisdom — Integrate cultural IP development and innovative dissemination
  • Courage — Encourage innovation and deep cultivation, unite progressive forces
II

Revitalizing Heritage Carriers, Enriching Heritage Forms

Leveraging diverse carriers to achieve "tangible + intangible" heritage, meeting the needs of different groups and expanding cultural influence.

  • Heritage Sites — Collaborate with core sites like Xiezhou Guan Di Temple for cultural relic protection and cultural exploration
  • IP Products — Develop cultural creative derivatives and immersive experience products, combining modern aesthetics and technology
  • Festivals & Events — Host or participate in festivals, conduct cultural outreach activities, connect with global Guan Yu cultural organizations
  • Arts & Film — Create Guan Yu-themed literary, artistic, and film works, leverage new media platforms to break geographical boundaries
III

Deepening Contemporary Integration, Highlighting Heritage Value

Rooted in the present, explore the contemporary value of Guan Yu culture, promote integration into various scenarios, and empower modern development.

  • Business Operations — Adhere to the principle of integrity, conduct employee cultural training, and fulfill public welfare responsibilities
  • Social Governance — Promote the integration of Guan Yu spirit into civic moral development, cultivate healthy social trends
  • Cultural Tourism — Leverage cultural tourism resources from Guan Yu's hometown, develop cultural tourism routes and study programs
  • Overseas Dissemination — Build overseas exchange platforms, conduct cultural exhibitions and academic exchanges, let Guan Yu culture reach the world
IV

Strengthening Talent Cultivation, Ensuring Heritage Continuity

The key to heritage lies in people — we need to cultivate professional teams to ensure the passing on of Guan Yu culture.

  • Research Talents — Collaborate with universities and research institutions to form research teams, conduct cultural theory research
  • Communication Talents — Cultivate professionals in new media, copywriting, and planning, expand influence through youth-oriented approaches
  • Skilled Talents — Collaborate with intangible cultural heritage inheritors, conduct traditional craft training, preserve the vitality of traditional skills

The inheritance of Guan Yu culture is a systematic endeavor. Rooted in the core essence, through revitalizing carriers, deepening integration, and cultivating talents
we achieve living heritage and innovative development, allowing Guan Yu culture to shine in the new era.

Guan Di Temples · Sacred Sites of Loyalty GUAN DI TEMPLES · SACRED SITES OF LOYALTY

Xiezhou

Xiezhou Guan Di Temple

The largest and best-preserved Guan Di Ancestral Temple in China
Source of Loyalty · Hometown of Guan Yu

Changping

Changping Guan Di Family Temple

The world's only Guan Di Family Temple
Birthplace of Guan Yu · Where Roots Lie

Yuncheng, Shanxi, as the hometown of Guan Yu, is home to two major sacred sites — Xiezhou Guan Di Temple and Changping Guan Di Family Temple — making it an important birthplace and dissemination center of Guan Yu culture worldwide.