"The song of hometown is like a distant flute, always ringing in on a moonlit night; but the look of hometown appears to be a vague gaze, as if waving goodbye in foggy mist while departing; after parting, nostalgia becomes a tree without annual growth rings and never dies of old."

Green seedlings and home-returning swallows are the nostalgia which many city dwellers can hardly let go. In response to the national call to build beautiful countryside, 3TREES has partnered with the China Foundation for Poverty Alleviation to support the Bona Villa Project. By building beautiful countryside and tapping the natural scenery, cultural traditions, specific industries and other indigenous advantages of poverty-stricken villages, the Project helps to alleviate poverty through rural tourism. 

Taking “Retaining rural nostalgia and building better countryside" as the planning and design philosophy, the China Foundation for Poverty Alleviation launched the Bona Villa Project in 2013. This is a project of poverty alleviation through innovation and industry, with rural tourism as the starting point. By establishing platforms which connect rural areas with the outside world, the Project explores new models of poverty alleviation through rural tourism. Currently, the Project has been implemented in 19 villages of 18 counties (regions) in 7 provinces across China, benefitting 59,000 people and generating RMB3.436 million in indirect income for participating villagers.

Carrying forward the CSR spirit of "Respecting Nature and Caring for Your Compatriots", 3TREES has devoted considerable love, funds and wisdom into targeted poverty alleviation and other public welfare activities. In its latest participation in the Building Beautiful Countryside drive through the Bona Villa Project of the China Foundation for Poverty Alleviation, 3TREES has donated its Odorless 360 Antibacteria Interior Wall Paint, Beautiful Countryside Exterior Wall Paint, interior and exterior wall primer, putty powder and other auxiliary materials to Gannian Village in Sichuan Province and Hanxuzhuang Village in Henan Province for renovating walls with a total area of more than 4,500m2. All the donated products have now been delivered to the two villages, and application work is well underway.

It is understood that as early as 2014, 3TREES became an exclusive sponsor of the event to select "Fujian's TOP10 Villages of Intoxicating Beauty”, supporting efforts to build beautiful countryside.

Some Donated Materials

Over the years, 3TREES has actively participated in targeted poverty alleviation and given assistance to Pinghu, Wuyun, Baiyang, Minghe and other poverty-stricken villages in Putian. Drawing upon its own advantages, it has donated paint products to these villages, bringing a new outlook to them. 3TREES has also helped rural tourism development and boosted efforts to build beautiful countryside through industry- and education-based poverty alleviation. 

Exterior wall coating for the Nursing Home for the Elderly at Wuyun Village

It is reported that last year 3TREES actively participated in the Great Walker Fund-raising Trekking Event in Beijing in response to the earthquake relief operations in Yibin, Sichuan Province. In recognition of 3TREES's contribution to poverty alleviation and disaster relief, the China Foundation for Poverty Alleviation has awarded 3TREES the title of "Model Organization of Disaster Relief and Poverty Alleviation in 2019". Recently, the 3TREES Public Welfare Foundation was given the “Outstanding Contribution Award of 2019".

Nearly 700,000 villages across China have stepped up efforts to build beautiful countryside. With love and action, 3TREES has done its bit to retain rural nostalgia for wanderers, keep beauty and smiles in the countryside, and make life better!