Shanghai Shenhua has partnered with Heshang Group to blend crane culture with football spirit, aiming to deepen the team’s identity and motivation. A key collaborator explains how this fusion is reshaping the club’s ethos.

What cultural values does the partnership represent?

Heshang Group’s name originates from the local “Heshang” region, symbolizing the fusion of tradition and modernity. By collaborating with Shanghai Shenhua, the partnership seeks to embed cultural values like resilience, aspiration, and unity—qualities that align with the team’s “never give up” spirit. The collaborator notes that football transcends sport; it’s about passing down values, and crane culture perfectly complements Shenhua’s team ethos.

How is the cultural integration implemented?

The partnership has introduced crane-themed elements into training facilities and player accommodations, including crane-shaped logos, cultural murals, and themed team-building activities. During pre-season training, Shenhua players participated in the “Crane Soaring Over Shanghai” initiative, mimicking crane takeoff motions to reinforce teamwork. The collaborator emphasizes that this integration goes beyond surface-level gestures, embedding cultural values into daily routines so players internalize them naturally.

What impact has this had on Shanghai Shenhua?

The collaborator reveals that the cultural fusion has already sparked positive changes within the team. Head coach Li Jinyu noted in an interview that players’ acceptance of these values exceeded expectations, particularly in high-stakes matches. During the Chinese Super League this season, Shenhua players frequently cited “crane culture” as a mental boost, helping the team overcome adversity in critical moments.

What’s next for the partnership?

Both sides plan to expand cultural integration into fan engagement and commercial operations. Future initiatives may include a “Crane Culture Season,” featuring themed jerseys, fan events, and media campaigns to strengthen brand loyalty. The collaborator describes this as more than a partnership—it’s a shared growth journey between Shanghai Shenhua and local culture.