2024-07-02

Dear Valued Members,

It is with pleasure to introduce our new branding – Le'An to all.

Let’s start with the story of the name. During our brainstorming, we’ve looked through our belief. Our first and foremost hope is to bring our member’s assurance in the life. With majority of our staff having study or work experience in a different city or even country, we understand how the environment change may cause anxiety and further insecurity in mind, especially when it comes to a brand-new country adventure. We truly hope our service can assure our member a safe start and joyful life in China afterwards. This is where the idea of “Le (乐)” and “An (安)” comes from. These two Chinese characters represent joy and peace in Chinese.

Especially if you are a fan of Chinese culture, you may well notice how the shape of our logo looks like the Chinese seal (印章). The earliest known Chinese seal can be traced to Shang dynasty (c. 600 – c. 1046 BC, cr. Wiki). We applied this inherited idea in our logo. Among the Chinese, love and promise are often expressed implicitly. The seal throughout Chinese history plays an essential role as a symbol of promise. There is an old saying of “一章一诺”（with stamp, with promise）, showing how the promise will be kept with the stamp sealed. We genuinely hope with the Le'An seal on your card, we can bring this metaphor of promise explicitly to you. We are always here to help, to assure your safety and it is always a pleasure to help.

New hotline and Mini program are also launched with our new branding as well. We have invited a special volunteer Jr. Landon (Primary 3) from our sponsored charity program THE EDISON SCHOOL as our guidance voice. You won’t want to miss that – feel free to dial to check out and say hello to our call center.