The picture said: "Shanghai Intangible Cultural Heritage Old Taste • Jiangnan Edition" has attracted attention
"Life is like a box of chocolates, you never know what the next one will taste like." People are always full of expectations for the delicious food in life, just like the blind box. Yesterday, the 2021 Shanghai Ancient Town Intangible Cultural Heritage Shopping Festival launched the "Shanghai Intangible Cultural Heritage Old Taste Jiangnan Edition", condensing a variety of old Shanghai flavors in a box, open this blind box, which one are you most looking forward to seeing? Gong Delin's vacuum vegetarian ham, Longhua Ancient Temple's pure vegetarian mung bean cake, or lao xiang zhai a mouthful of incense?
Feast on a seasonal basis
"In the past, when friends from other places or foreign countries came to Shanghai, or we were going to visit far away, we always wanted to bring some local products from Shanghai." Zeng Hong, secretary general of the Shanghai Intangible Cultural Heritage Protection Association, said, "But there are too many delicious things in Shanghai, and I am always afraid of losing one or the other, and I am even more afraid of not being able to buy them all." Therefore, we launched the 'Shanghai Intangible Cultural Heritage' gift box. "The delicacies in the gift box have been selected layer by layer, and the final finalists are all household names and famous intangible cultural heritage projects.
Take the "Shanghai Intangible Cultural Heritage Old Taste" New Year gift box launched last year, which was passed down by word of mouth and sold 2500 copies in 28 days. Zeng Hong said, "Before the New Year, one of our employees left a box for benefits, and as a result, someone came to buy it, and we could only give him our own set." ”
The picture says: "Gourmet blind box" is complete
Shanghai Intangible Cultural Heritage Association held three food unit mobilization and product selection conferences within a month, dozens of times to communicate with various units, coordinate product diversification, etc., including 2 national-level projects, 6 municipal-level projects, 2 district-level projects, namely apricot blossom building moss cake, Gongdelin vacuum vegetarian ham, Longhua Ancient Temple pure vegetarian mung bean cake, Ding Yixing's dried tofu, old city god temple pear paste mint candy, Lifeng duck gizzard, nongben grass head salt, Qiao Jiazha's oil dates, Shen Dacheng osmanthus shortbread shortbread, Lao Xiang Zhai a mouthful of incense. Open this delicious blind box and there's always one for you.
"In the future, we plan to continuously adjust our products on a quarterly basis. Mid-Autumn Festival, Spring Festival and other festivals related to intangible cultural heritage, we will also launch special models. For example, during the Spring Festival, we may ask The Master chef of Shanghai Intangible Cultural Heritage to make 500 Chinese New Year's Eve meals. Zeng Hong said.
Full coverage of offline and online
Where can I buy it? This year's Shanghai Ancient Town Intangible Cultural Heritage Shopping Festival announced that "Shanghai Intangible Cultural Heritage Old Taste Jiangnan Edition" also entered the ancient town, the main venue is located in Fengjing Ancient Town, and synchronously layout Jinshan, Jiading, Minhang, Pudong, Baoshan, Qingpu, Fengxian, Songjiang 8 districts, including Fengjing, Jiading, Nanxiang, Sanlin, Zhujiajiao, Jinze, Liantang, Luodian, Gucun Juquan Hometown, Qibao, Zhaojialou, Zhuangxing, Sijing 13 ancient towns, opening nearly 20 "Shanghai Intangible Cultural Heritage Taste • Jiangnan Edition" offline sales and online outlets, This is also the first landed ancient town project sponsored by the Shanghai Guzhen Friendship Association. The public can purchase the "Intangible Cultural Heritage Taste" at the distribution points of major ancient towns, as well as the physical store of the Intangible Cultural Heritage Marketing Center at No. 85 Guyi Road, Xuhui District, the "Intangible Cultural Heritage Treasure" of the Intangible Cultural Heritage Association, or the flagship store of Taobao, so as to truly achieve full coverage of offline and online.
The picture says: "Shanghai Intangible Cultural Heritage Old Taste" also has plans to go global
For the public, they can taste the classic taste of Shanghai, for many intangible cultural heritage brands, they have also expanded their influence by participating in such activities, selling two or three hundred kilograms of Sanlin pickles in half a year sold more than 2,000 kilograms in 30 days, and the sales of laotong salted meat have soared... Those shanghai classic delicacies that have not been selected are also actively striving, "Shanghai Intangible Cultural Heritage Old Taste • Jiangnan Edition" represents the heritage of Jiangnan culture, the refinement of Shanghai culture, "Our purpose is to lead the intangible cultural heritage food industry to branding, specialization and marketization, so that intangible cultural heritage can be integrated into contemporary life and lively inheritance." Zeng Hong said. The platform of "Shanghai Intangible Cultural Heritage Old Taste" brings together the promoters of intangible cultural heritage and launches the "Shanghai Culture" brand.
"Intangible cultural heritage cannot always walk on the road of rescue protection." Gao Chunming, president of the Shanghai Intangible Cultural Heritage Protection Association, said. "Shanghai Intangible Cultural Heritage Old Taste" and the plan to go to the world, Shanghai's intangible cultural heritage delicious is only one of the themes, the future blind box will also have Shanghai's qipao, handicrafts... Opening either one can surprise the world. (Xinmin Evening News reporter Wu Xiang)
Comment Now Start with a life of intangible cultural heritage
If last night's "Shanghai Spring" Bamboo Flute Music Festival outlined the sound map of "Splendid China" with flutes from the Yangtze River Delta, southwest region and other four sides of Kyushu, with different shades; then at the Ancient Town Intangible Cultural Heritage Food Festival with Fengjing Town as the main venue yesterday, the "Shanghai Intangible Cultural Heritage Old Taste" food box showed the taste bud recipes that people on the water and soil of Shanghai jointly pursue.
Unlike the erhu, yangqin, and gongna instruments from the Silk Road, Zhang Weiliang, a famous flute artist born in Suzhou and studied in Shanghai, introduced that only the bamboo flute rooted in the Yangtze River Delta is a national musical instrument that "grows" from the land of China, so it is the most Confucian style bone with "uninhabitable bamboo" and the cultural characteristics of the Han nationality. He integrated the beautiful tune in the commentary into a song "Flower Crying", and could hear the charm of the water town in the south of the Anhui River in Shanghai, Jiangsu, Zhejiang and Anhui.
The picture says: "Shanghai Intangible Cultural Heritage Old Taste" gift box
The charm of Jiangnan Water Town is also in the paper food box of "Shanghai Intangible Cultural Heritage". In ancient times, dishes, snacks and other foods were originally packed in exquisite food boxes - much more exquisite and expensive than today's takeaway boxes. Packing a box of "intangible cultural heritage on the tip of the tongue" is also a revival of the way of life. A few days ago, the Shanghai Ancient Town Protection and Utilization Association revealed that in the future, Shanghai Ancient Town will be built into a living heritage museum of Jiangnan culture... The unremitting pursuit of food, the keen viewing of performing arts, etc., are the most direct embodiment of the pursuit of a better life. (Zhu Guang)