Centered on ESG social responsibility, Cheil pioneered the creation of a public welfare IP for middle-aged and elderly health on behalf of Xinhuo, breaking away from traditional nutrition communication models in the industry. Focusing on the nearly 17 million people living with Alzheimer’s disease, the brand launched the Xinhuo Care with Heart（Xin）Plan in collaboration with Memory Cafés. Through material donations, immersive experiential scenarios, documentary-style publicity and celebrity advocacy, the initiative conveyed both nutritional support and humanistic care, thereby enhancing brand reputation and seizing market opportunities.