During this public welfare journey, Lafuma and Focus Media Film Communications traveled to Wayaibeng Village, an original Tajik natural village deep in the heart of the Pamir Plateau on China’s westernmost border. They set up a semi-permanent tent cinema, creating a valuable space for villagers to watch movies and engage in cultural exchanges.
This place is an ancient route of the "Silk Road," a key hub for cultural exchange between Chinese civilization and the Western Regions, as well as a historic frontier fortress against foreign invasions. However, today the "last Tajik village" has a population of less than 50,000, most of whom live in extreme poverty. Lafuma’s participation in this public welfare journey reflects the company’s sense of social responsibility and dedication to public welfare. By joining hands with Focus Media Film Communications, Lafuma aims to promote cultural exchange and development in impoverished western regions, bring new hope to these forgotten villages, and spread the healthy, friendly, and joyful spirit of the outdoors to more people.
As the official sponsor of this Pamir Plateau journey, Lafuma provided full clothing support for the public welfare team, ensuring protection against the changeable climate and significant day-night temperature differences at high altitudes, and safeguarding outdoor activities such as night camping in tents and plateau trekking.
LafumaHiking and Outdoor Jackets
A stylish navy blue short jacket that combines professional outdoor functionality with a distinctive outdoor fashion sense. Made from professional windproof fabric, it features a windproof brim and windproof front closure to effectively block strong external winds, while also offering water-resistant properties to repel moisture. The inner mesh design is soft, comfortable, and highly breathable. With large temperature variations on the plateau, a warm and weather-resistant jacket helps maintain personal comfort in changing conditions.
LAFUMA Outdoor Hiking Short-Sleeve T-Shirt (same style, different colors)
Volunteers had to manually carry construction materials from the road to the campsite during setup. Lafuma’s quick-dry T-shirts, with excellent sweat-wicking and fast-drying capabilities, were essential. These hybrid-style outdoor half-zip shirts feature complex tailoring presented through color-block panels and stitched collar detailing, offering simplicity with personality. The fabric is made of cool-feel elastic nylon and spandex, which is wear-resistant, wrinkle-resistant, and comfortable without being tight. Mesh panel details on the back enhance breathability, while the outstanding quick-dry performance makes maintenance easy—greatly facilitating the volunteers’ setup work and life on the plateau.
"Supporting Cultural Construction, Building a Better Home." The cinema construction and film screening activities in Wayaibeng Village integrate the Belt and Road Initiative, cultural revitalization, bringing movies to the countryside, ideological exchange, and public welfare outreach. This marks the first stop of the "Paradise Cinema" public welfare co-construction project and the beginning of Lafuma’s public welfare journey. In the future, Lafuma will continue to uphold its corporate social responsibility, dedicating its love and strength to building a better society.