During the May Day holiday in 2023, the Yellow Bohai Midi Music Festival officially kicked off in Yantai City. GoalBlue continued its charitable collaboration with Midi, promoting the message of "Smart Eating, No Food Waste" while advocating for low-carbon, sustainable consumption and a responsible lifestyle. This initiative aimed to inspire attendees to adopt a sustainable lifestyle, both for the planet and for themselves.

According to the latest Food Waste Index Report from the United Nations Environment Programme, an estimated 931 million tons of food were wasted globally in 2019 by households, restaurants, and the food service and retail industries. This waste accounted for 17% of all food available to consumers. Food loss and waste have significant environmental, social, and economic impacts. Research indicates that when considering waste at all stages of the food supply chain, food-related greenhouse gas emissions represent 8-10% of global emissions.

As global climate challenges intensify, China is emerging as a leader in climate governance. China has committed to peaking carbon emissions by 2030 and achieving carbon neutrality by 2060, with its 14th Five-Year Plan prioritizing the transition to a green lifestyle. Reducing food loss and waste is often overlooked as a strategy for cutting greenhouse gas emissions. However, it can save costs, reduce hunger, and help combat climate change, contributing to China's efforts toward building an eco-friendly society.

GoalBlue has consistently advocated for a low-carbon diet centered on balanced meals, reduced red meat consumption, and minimizing food waste to help curb carbon emissions and fight climate change. By connecting with youth through popular culture, GoalBlue aims to bring the concepts of low-carbon, sustainable eating, and living into the daily routines of young people, encouraging them to make responsible dietary choices for both their health and the planet. Practical steps include planning food purchases more carefully, choosing seasonal and local ingredients, preparing smaller portions, and adopting the "N-1 dining principle" (ordering one fewer dish than the number of diners).

（The picture shows Midi fans interacting in front of the GoalBlue booth）

As China’s first major original outdoor music festival, the Midi Music Festival has been running for 30 years, with a core goal of engaging young people. Through the festival’s platform, Midi seeks to promote responsible values to society, fostering a sense of social responsibility among China’s youth. The collaboration between the music festival and public welfare initiatives helps the public—especially young people—realize that low-carbon sustainability is not an abstract concept but something tangible and interconnected with their daily lives. A small change in every day habits can alleviate environmental pressures and protect our blue planet.

To this end, during the Yellow Bohai Midi Music Festival, GoalBlue set up a dedicated booth promoting the concept of low-carbon, sustainable living. The booth encouraged festival-goers to make smarter, healthier, and more eco-friendly dietary choices, while also prompting them to reflect on how their daily habits affect the climate and environment.