Jiaodong flowers and food, so far has a history of more than 300 years. As a traditional pasta in Jiaodong, especially the "ceremonial" products on important days such as festivals, weddings and funerals, it also has rich folk cultural connotations. In contemporary times, with this traditional "eating" entering the "lane" of industrialization development, and following the "qilu grain and oil" public brand many "appearances", Jiaodong flower food is also full of new vitality.
Recently, the reporter followed the activity of "The Road to The Endless Qilu Grain and Oil Good Grain Security Reporter's Trip" and walked into the Jiaodong Flower And Food Culture Museum and the Wenden Flower And Food History and Culture Exhibition Hall to explore the "new life" of this traditional noodle.
Shandong is a major province in grain production, as well as a major province in grain circulation, processing and transformation. Especially in recent years, Shandong has deeply implemented high-quality grain projects, made every effort to build a public brand of "Qilu grain and oil", and actively built an industrial Internet platform of "good grain with network", the grain economy has entered the fast lane of high-quality development, and the total output value of the province's grain industry has ranked first in the country for many consecutive years. Shandong has many grain and oil products and processing technology that have been rated as provincial or even national intangible cultural heritage, and Jiaodong's flower dumplings are one of them.
Walking into the Jiaodong Flower And Food Culture Museum in Laixi, you can feel a "rich and grounded" temperament: a seat sculpture with different shapes and lifelike shapes, so that people can intuitively feel the folk culture contained in the "Flower Dumpling", as well as the value of art and aesthetics; all kinds of rural daily utensils, water tanks, wicker baskets, water wheels, planers, cutters, cutters... It seems to recreate a traditional rural family scene; among them, stone mills, stone mortars, etc. can be directly operated and used, and parents can also take their children to experience learning in the museum, from noodles, kneading dough to shaping, interaction and participation.
Covering an area of more than 1,000 square meters, the exhibition hall displays hundreds of fine face sculptures, flower-related tools and historical and cultural introductions, and officially opened in 2018. Chi Jinyan, the founder of the museum and the general manager of Qingdao Ximei I Food Co., Ltd., hopes to spread the story of Jiaodong's "flowers and flowers" through this museum.
Since the public brand building of "Qilu Grain and Oil", Chi Jinyan has often followed the footsteps of "Qilu Grain and Oil" out of Shandong. In 2019, the second China Grain Trade Conference opened in Zhengzhou, and 65 enterprises in the province participated in the meeting and successfully held the "Qilu Grain and Oil" promotion meeting. "That was the first time I went out with the group to recommend it, and through this platform, I showed the Flower Food Museum and our products in front of everyone, and achieved a particularly good response." Chi Jinyan said.
After Laixi City, in the summer of 2021, the Wenden Hua Rao Cultural and Creative Industry Base in Wenden Houjia Town was officially completed and opened to the public.
Shandong Yiyang Dekang Food Technology Co., Ltd. invested 20 million yuan in the first phase of the construction of hua rao cultural and creative industry base, the base covers an area of 15 acres, construction area of 13,600 square meters, and equipped with steaming box, dough press, wake up box and other modern flower dumpling production equipment. Create the brand image of "Wenden Flower Dumplings" and combine it with tourism projects, so that tourists can participate in the production and experience first-hand experience, and feel the historical and cultural value of flowers.
In order to achieve a better inheritance and dissemination effect, the museum also sets up a place for experience and interaction, organizes parent-child activities, invites visitors to do it themselves, feels the legend of ordinary flour born between fingers, and inherits and carries forward traditional crafts in edutainment.
Lin Rongtao, one of the leaders of the Wendeng Flower Dumpling History and Culture Exhibition Hall and the inheritor of the Jiaodong Flower Dumpling Customs, witnessed the construction and opening of the pavilion. "This represents that the collation and inheritance of our flower and food culture, and the development of the industry, are steadily moving forward."
"Do the enterprise first do culture", this is Chi Jinyan's concept, but also through the Jiaodong Hua Rao Cultural Museum after the completion of the impact of the true meaning; and Lin Rongtao said, Hua Rao Cultural Exhibition Hall is like a mirror of the flower and food industry people, can illuminate the attitude and original intention, but also like a cultural signboard, to help Shandong's flower and food industry, faster and stronger. In recent years, relying on the "Qilu Grain and Oil" public brand, Jiaodong Huarong has embarked on the fast lane of brand building and development, and closely followed the promotion activities of the "Qilu Grain and Oil" public brand, frequently participating in various expos and promotion meetings throughout the country, narrowing the distance with consumers and enhancing brand influence.