The "Finding the Explorers Around Us" campaign has been held for three editions since 2011. This year’s theme, "I Dared, Therefore I Lived," is reflected in both the selection process for volunteers and the design of the competition events. Moreover, the scale, format, and level of interaction have all seen significant improvement. This year, Toread has invited five mentors: mountaineer Wang Jing (Fei Xue Jing Jing), scientist Chen Liangzhong, photographer Yu Yuntian, Chinese National Geography magazine’s publisher Li Shuankuo, and brand ambassador Wang Feng—to lead a group of outdoor sports enthusiasts recruited nationwide as volunteers. Together, they will explore the Five Extremes: the Ultimate Challenge, the Ultimate Spirit, the Ultimate Beauty, the Ultimate Sacredness, and the Ultimate Joy, in search of "explorers" who have "lived bravely." It is hoped that the experiences of these "explorers" will inspire more people to overcome fear and courageously march toward their own ultimate destinations.
Since its launch on February 27, this edition of the campaign has spanned over half a year. The online selection for the fifth station—the Land of Joy, Dali in Yunnan—has officially gone live on the Toread official website, and city-level selections will be held in November. As the final station of this campaign, it will be guided by China’s leading rock musician and Toread brand ambassador, Wang Feng, who will lead participants to the Land of Joy, the birthplace of China’s original music—Dali, Yunnan—in search of the spirit of original music and musicians who bravely pursue their dreams with unwavering determination.