XCMG Staff Festival Draws 3,000 Employees and 5.3M Viewers

For HR leaders, employer branding often lives in benefits portals and career pages. XCMG's 11th Staff Arts Festival is a different model: a live, globally streamed event where 3,000 employees and heavy machinery share the stage. It turns frontline industrial work into public storytelling, making employee engagement externally visible.

According to a company-issued release distributed via PRNewswire on September 21, 2026, XCMG opened its 11th Staff Arts Festival in Xuzhou, China, on September 19, 2026. More than 3,000 employees from XCMG's businesses and operations participated in the event. Themed 'Charming XCMG, Everyone Shines,' the festival combined employee performances with construction equipment displays and a global livestream. The release states the event was carried by more than 50 media outlets and social platforms, reaching more than 5.3 million viewers and generating over 400,000 overseas views. These figures are company-reported and have not been independently verified, but they frame the event as a large-scale employee engagement and employer-branding initiative.

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XCMG's 11th Staff Arts Festival is a different model: a live, globally streamed event where 3,000 employees and heavy machinery share the stage.

The most distinctive element is how XCMG integrated its own machinery into the production. Crawler and wheeled cranes hoisted the main stage screen, and dozens of aerial work platforms and cranes supported lighting and sound installation. The event was staged against the backdrop of what the company describes as the world's first 14,000-ton ring crane. For a manufacturer, this is more than a stage-design choice: it makes the equipment employees design, build, and service a central part of the cultural experience. It signals that frontline industrial work is celebrated alongside artistic performance, which can strengthen identity and pride among engineering, production, and service employees.

From an HR perspective, the festival is a sustained engagement program rather than a one-off celebration. The 11th annual edition suggests XCMG has institutionalized employee arts and cultural expression. Chairman Yang Dongsheng said the theme reflects the company's commitment to giving employees a platform to showcase talents while celebrating the dedication, innovation, and pursuit of excellence demonstrated across the workforce. The three performance sections — 'Charming XCMG People,' 'Now Is the Time to Pursue Our Dreams,' and 'A Journey in Song' — were designed to tell stories of frontline employees' work, professional aspirations, and growth alongside the company.

The global livestream extends the event's value beyond those physically present. XCMG describes connecting colleagues in China and overseas, which is relevant for a company with international operations. The 400,000 overseas views imply reach into overseas subsidiaries, customers, and talent pools. For HR leaders, internal events that are live-streamed can help build cohesion across geographies, especially when employees in different countries rarely interact directly. The 50-plus media and social platform amplification also turns an internal cultural event into an external employer-brand message, potentially influencing recruitment and public perception.