Spirit package with missing children's information, photo courtesy to Beijing Youth Daily.

A total of 114,949 Chinese liquor boxes printed with information of missing children went viral on China’s media, bringing the issue of children trafficking back to the public sight.

The package is covered with detailed information of missing children. Each box includes a photo on the front with personal information such as name and features in bold below the photo. On side is the contact information of the missing child’s parents.

All the missing child information is provided by a Chinese NGO called Baobei Huijia, which means “Baby Return Home.” The information of over 400 missing children has been given to the winery after being authorized by the missing children’s parents, according to the person in charge of the NGO, who hopes to cooperate with more Chinese enterprises in order to help families find their missing loved ones.

“I saw how a family was ruined after their kid went missing. It totally broke their hearts and turned the whole family upside down,” Xiao Dufeng, the manager of the winery in southwest China’s Chongqing Municipality, told Beijing Youth Daily.

The batch of liquor will be sold online so the sales can be observed. Moreover, the winery prepared 200,000 posters to promote the charitable campaign offline, and will donate all the proceeds from sales of the 114,949 Chinese liquor boxes to China’s Charities Aid Foundation for Children.

However, the winery that designed the special boxes has been criticized by some who think it is trying to hype its products by taking advantage of philanthropy.

In response, Xiao said his company wants no commercial attention and just wants to fulfill its social responsibilities as a corporation. “As an old Chinese poem describes, one is twice as homesick on festival days. The upcoming Spring Festival is the most important festival for Chinese, but the broken families who are missing children need twice as much care and support,” Xiao said.