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Dongguan Lawei Map was officially launched, and 30 Lawei brands benefited the citizens
On December 11, the 2021 Lingnan Kaila Day series of activities kicked off at the Dongguan Municipal Culture Center, and 30 famous wax brands from Dongguan, Foshan, Shenzhen, Zhongshan and other cities gathered in Dongguan City Cultural Center Intangible Cultural Heritage Market, where citizens tasted, bought, and made wax flavors, and celebrated happily. The Map of Dongguan Was also officially released on the same day.
Guided by Dongguan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, sponsored by Dongguan Cultural Center and Dongguan Intangible Cultural Heritage Protection Center, and co-organized by Guancheng Cultural Service Center and Dongguan Lawei Industry Association, the event aims to further expand the brand influence of Dongguan Lawei Festival, inherit Dongguan Lawei culture, promote the development of intangible cultural heritage protection, and help Dongguan Lawei brand upgrade.
Dongguan Lawei Map was officially released to the public
Yu Jianmin, second-level researcher of Dongguan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, Huang Xiaoli, director of Dongguan Municipal Cultural Center and director of Dongguan Intangible Cultural Heritage Center, Li Chuangcheng, chief of public service and intangible cultural heritage protection section of Dongguan Municipal Bureau of Culture, Radio, Television, Tourism and Sports, attended the event.
In the special area of the "Taste Seeking Live Broadcast Group", the anchors hold sausages in their hands and recommend their own flavor to the netizens on the other side of the camera.
In the "Taste Of Live Group" area, the anchors held sausages in their hands and recommended their own flavors to the netizens on the other side of the camera. It is understood that this event for the first time tried to set up a "taste of the live broadcast group" live broadcast of the scene of the taste of the la, the first launch of the Dongguan la flavor map, online and offline all-round display of Lingnan la flavor culture, promote "intangible cultural heritage + tourism" and "intangible cultural heritage + e-commerce", and promote the traditional industry to cross-border integration and development.
Many local flavor brands gathered in Dongguan to create a regional exchange platform
This year's "Lingnan Kaila Day" links Guangzhou, Shenzhen, Zhuhai, Zhongshan, Foshan and other cities to display and sell more than 30 brands in one stop, promoting the Development of Cantonese-style Lawei brands from singles to joint development.
On the same day, the Guangdong, Hong Kong and Macao (Dongguan) Intangible Cultural Heritage Market Lawei special session was overflowing with wax fragrance, Dongguan Baisha Oil Duck, Dwarf Zaixiang, Xinyuan, Qifeng, Huangguanqiu, Foshan Dexinzhai, Shenzhen Cai's Lawei, Zhongshan Ronghua Lawei and other cities of 30 famous Lawei brands online and offline synchronous exhibition and sales, a large discount to attract citizens to place orders.
According to the organizers, this event allows the province's Lawei enterprises to build a lak-flavor cultural exchange platform through a series of activities on The Opening Day, establish a new mechanism for the cross-border integration and development of intangible cultural heritage projects, promote the high-quality development of the lak-flavor industry, and promote the construction of the charming "Humanistic Bay Area" with the excellent traditional culture of Lingnan.
Citizens experience "wax" activities and share 9 major theme activities
On the day of the Kaila Day, 9 colorful theme activities were launched at the same time, such as the Kaila Ceremony, the Dongguan Lawei Map, the Guangdong-Hong Kong-Macao Intangible Cultural Heritage Market Lawei Special Session, the online "Intangible Cultural Heritage Shopping Festival", the "Taste Of Taste Live Group", the Intangible Cultural Heritage Production Technique Class, the Intangible Cultural Heritage Exhibition and performance, and so on.
Ceremony site
The scene also provides the public with a delicious rice tasting experience and lottery for free, and the citizens have come looking for "taste" to feel the celebration of the Wax Festival. Not only can you eat, but you can also do it, and on the same day, a special intangible cultural heritage class was set up to let the public follow the inheritors of the wax flavor to make sausages and understand the wax flavor making techniques.
Miss Li, a citizen, said, "Usually, I rarely have the opportunity to make sausages by myself, but today I came to experience and learn to make sausages, and I personally felt the charm of the culture of wax." Mr. Huang, a citizen, also said that he is a loyal fan of sausages and will buy them for his family to eat every year, because this is the traditional taste, the taste of old Dongguan!
The dongguan city cultural center "intangible cultural heritage group" that debuted for the first time led the citizens to punch in to take photos and live broadcast to share the scene of the taste of la, praise and call for the node of Dongguan la flavor, and the citizens who came to take photos were endless.
Dongguan Lawei map is online, boosting the healthy development of the Lawei industry
Dongguan is a famous hometown of Wax Flavor in the Lingnan region, and the history of Dongguan people eating Wax Flavor dates back to the Song Dynasty. Today, the "Dongguan Lawei Map" was also officially released to the public. Dongguan Lawei Map is a local food cultural tourism map jointly created by Dongguan Cultural Center (Dongguan Intangible Cultural Heritage Protection Center), Guancheng Cultural Service Center and Dongguan Lawei Industry Association, selecting 48 representative Dongguan Lawei enterprises, taking the Dongguan City Map as the design background, presenting the characteristics of Dongguan Lawei with wide distribution and diversified tastes, so that "Dongguan Taste" can be traced.
"These 48 lak-style enterprises, all over the town streets of Dongguan, not only have the traditional Cantonese flavor of the la, but also the Flavor of Hunan and Sichuan, catering to the all-round needs of the market." According to the relevant person in charge of Dongguan Lawei Association, the annual output value of Dongguan Lawei is about 800 million yuan, which not only occupies an important position in the country, but also widely affects 1 million Hong Kong and Macao compatriots and 300,000 overseas Chinese, which has a brand influence.
Miss Chen, a citizen, said, "With this Dongguan Lawei map, not only do their families have a safe choice to buy Lawei, but also let foreign friends come to Guanguan to 'eat while shopping', with the help of Dongguan Lawei, which is a food culture suitable for all ages, so that everyone can understand Dongguan and fall in love with Dongguan!" "The aroma of wax wafting from the market stalls seems to instantly cross into the reunion night where the whole family is sitting happily. Miss Chen decided to try it out with her family today, and then circle her favorite brand on the map to spend the winter with the taste of happiness.
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After hundreds of years of inheritance, today's Dongguan Lawei has become the most landmark symbol of Dongguan food culture. After hundreds of years of precipitation, today's Dongguan lawei culture has become a firm cultural belief and inner spirit. The production technique of Lawei is an outstanding representative of the traditional culture of Dongguan, and Dongguan is the famous hometown of Lawei in lingnan. At present, houjie sausage making technology, baisha oil duck making technology, Gaobu dwarf intestine production technology, etc. are included in the "Guangdong Province Intangible Cultural Heritage Representative Project List", Guancheng sausage making technology and Fenggang sausage production technology are listed in the "Dongguan Intangible Cultural Heritage Representative Project List", and two brands of Guangdong dwarf sausage and Qifeng ba wei are listed in the "Guangdong Time-honored Brand". The annual output value of Dongguan Lawei is about 800 million yuan, which not only occupies an important place in the country, but also widely affects 1 million Hong Kong and Macao compatriots and 300,000 overseas Chinese.
On this basis, Dongguan successfully held four series of activities on the Opening Day to inherit intangible cultural heritage skills, promote the transformation of the intangible cultural heritage project industry, promote the intangible cultural heritage projects into the lives of citizens, and excavate the profound connotation of the wax flavor culture. In the past, more than 100 Lingnan Lawei enterprises gave huge discounts and offers, with daily sales of more than 100,000 yuan.
[Reporter] Li Lingyu
【Photography/Video】Gong Mingyang
【Author】 Li Lingyu; Gong Mingyang
【Source】 Southern Press Media Group South + client
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