To help shape the public welfare image of good people, good stores, and a good brand, FastFish launched the Caring Umbrella Program across its nationwide stores in 2022, offering free umbrellas to customers and passersby in need. As of 2025, FastFish stores had provided Caring Umbrella services to more than 30,000 people. This distinctive touch of blue has become not only a convenient public service point, but also a relay station through which the “Little Fish” team members pass on warmth.