Dr. GAO Chong was invited to give a public lecture via Tencent video conferencing to students in School of Ethnology and Sociology at South-Central Minzu University (SCMU, Wuhan City, China) on December 13, 2023. This lecture serves as the No. 290 of the long-established Zelin Lecture Series organized by SCMU. In this lecture, Dr. GAO introduced how to use the case study of Time-honoured Business (laozihao, 老字号) in Guangzhou to deepen our understanding of Corporate Community Involvement (CCI) activities and to propose a new type of state-led and market driven CCI.