Public network poster news reporter Fan Mingyu Wang Yawen Reported in Jinan
Can TCM be "cultural tourism"? On December 27, 2021, the Department of Culture and Tourism of Shandong Province issued an announcement to officially determine the Hongjitang Traditional Chinese Medicine Cultural Tourism Scenic Spot as a national AAAA-level tourist attraction.
This blockbuster release conveys two major benefits for the development of the traditional Chinese medicine industry in Jinan. The development prospects of cultural tourism driven by the traditional Chinese medicine industry are clear and promising. Jinan is one step closer to "basically building a strong city of traditional Chinese medicine culture by 2025", and traditional Chinese medicine health care will enter a stage of high-quality development.
In the TV series "The Gate of the Big House", Bai Jingqi, the shaodong of the "Hundred Grass Hall", founded a medicine shop in Jinan with his bare hands, which is the story of Le Jingyu's founding of Hongjitang in Jinan. Founded in 1907, more than 110 years ago, Hongjitang is now located in the center of the Qilu Science and Technology Innovation Corridor, and is also the core bearing area of Jinan to build an international science and technology city of traditional Chinese medicine, which has closely integrated industry, culture and tourism. Recently, the public network poster news reporter went to the place to visit how Hongjitang can make the spread of Chinese medicine culture "take root".
Hongjido Museum
"Panama View" of Hongjitang Scenic Area
Scene 1: Panama set
A hundred years ago, we returned with honors, and a hundred years later we wrote a new story of the brand
In 1915, Hongjitang Ejiao won the gold medal of the "Panama International Exposition", becoming the first brand of traditional Chinese medicine to officially go to the world. A hundred years later, the original appearance of this award ceremony site has been restored in the scenic spot and has become a popular punch card for tourists.
Cyan windows, blue carved glass, gilded European lamps, on the day of the interview, the reporter was in this sacred and solemn scene, and the reverence for the century-old honor of the national industry could not help but arise spontaneously. More often, Chinese medicine is more like a window to tell the traditional Chinese story to the world, and the same is true of this "Panama Scene".
"At that time, among the more than 200,000 exhibits in 31 participating countries, Hongjitang Ejiao was known worldwide for its excellent quality and curative effect, and won the best gold medal." Chen Wenwen, manager of the operation management center of Hongjitang Scenic Area, told reporters that Hongjitang is the only enterprise in the world to restore the award scene, and this gold medal is currently treasured in the Hongjitang Museum.
In 1915, Hongjitang Ejiao won the Panama Gold Medal
In fact, the "Panama Scenery" is only one of the newly created projects of the Hongjitang Scenic Area to "impact" the national 4A-level tourist attractions, the so-called unbreakable, two years ago, the hongjitang scenic level was only stuck in the 3A level.
As soon as possible to achieve a leap forward, Hongjitang Scenic Area has vigorously opened up four characteristic tourism routes, including traditional Chinese medicine health tourism, ejiao experience tour, sunshine industry tour, and study tour. Coming here, tourists can watch the traditional Chinese medicine processing techniques at close range, plant and pick Chinese medicinal materials, and even boil ejiao by themselves, personalize and customize glass handicrafts, etc., experience the "six healing health" project featuring medical health, and participate in cultural tourism activities such as the Ejiao Cultural Festival, taking the holy water and the holy fire, and the confucius festival.
Of course, if the scenic spot wants to meet the 4A standard, the service quality also occupies a huge proportion. The scenic spot practices the "tourist-centric" service concept, the public service facilities are complete, and has been put into use the time-sharing reservation system, panoramic VR system, tourist service center, etc., catering facilities can accommodate 1600 people at the same time, and the maximum daily carrying capacity of the scenic spot can reach 10,000 person-times.
The nine days of the scenic area
Scene 2: Nine Days Tribute Jiaofang
The world's first golden pot "sits", nine days and nights of refined refining and boiling ejiao
All the way down, you can intuitively feel that the whole park is scientifically planned according to the natural landscape and terrain, and the elegance comes with a flexible youth atmosphere, reflecting the beauty of the oriental garden.
"The buildings in the park are all in the architectural style of the late Ming and early Qing dynasties, and the pavilion buildings include the Hongjitang Museum, the Le Jingyu Memorial Hall, the Chinese Medical Hall, the Hongjitang Jiaozhuang, the Jiutiangong Jiaofang, the Jiulong Jiuding Medicine Palace Jiaofang, the Panama Scenery, and the Yuquan Pavilion, the Listening Wind Pavilion, and the Guanyu Pavilion." Under the leadership of Chen Wenwen, the reporter came to the Jiutian Gongjiaofang to see the true face of the "world's first golden pot".
According to relevant medical texts, gold is an inherent formula that has the effect of calming the spirit and beauty. Hongjitang boiling rubber golden pot is made of 36 kilograms of pure gold, and after a series of complex procedures such as pressing cakes, de-magazines, slicing, forging, quenching, welding, etc., to create the "world's first golden pot" with a diameter of 1.17 meters and a height of 0.43 meters.
The masters adopt a shift system, which requires nine days and nine nights to stay up
"The ejiao in the Jiutiangong Jiaofang is boiled out by using Mr. LeJingYu's original 'Nine Days and Nights Refining Method', so that the color of ejiao is like amber, the taste is sweet, the taste is fragrant, and the original fishy odor of ejiao is completely eliminated, which is easier to absorb and the effect is more significant." Chen Wenwen introduced that the glue masters in the workshop adopt a shift system, which requires nine days and nine nights to stay in front of the golden pot, a little bit to clean up the impurities in the rubber foam, clear and purify, and finally achieve the effect of "black as a black paint gelatinous, transparent as amber and as jade".
This is just Ejiaofang, Hongjitang scenic spot there are many production workshops, including musk ketone workshop, Proprietary Chinese medicine preparation workshop, Chinese medicine formula granule workshop, Chinese medicine tablet workshop, etc., the production process through SAP to achieve automatic computer monitoring, the quality is more stable, the production capacity is multiplied, the per capita output value is more than one million yuan, is to show the Hongjitang traditional Chinese medicine culture and reflect the specific practice of Chinese manufacturing "craftsman spirit". At present, Hongjitang has 151 document numbers, 10 major dosage forms, 10 exclusive varieties, the product line covers proprietary Chinese medicines, APIs, ejiao, health food, formula granules, Chinese medicine tablets, the degree of wisdom is leading in China, and the only Chinese medicine wisdom pharmacy in Jinan is located in Hongjitang Park.
In the center of the Hongjitang Museum stands the Shennong Yandi
Scene 3: Hongjido Museum
Looking for hundreds of animals and looking for hundreds of grasses, the way of cultural tourism is fun is the king
Pushing open the antique gate of Hongji Hall, the ceiling at the top of the prelude hall is a hundred animals made of pure copper, the floor tiles are a hundred sketches made of pure copper, and in the center stands the Yandi of shennong, which is quite interesting.
"The students especially like to come here and play games." Chen Wenwen told reporters that there are a total of 7 exhibition halls in the museum, including the Shennong Exhibition Hall, which can carry out the study activities of finding hundreds of herbs and hundreds of beasts, the Hongji Art Garden featuring music therapy, the library cabinet where you can meditate on calligraphy and read classics, the Dazhaimen Tea House that can experience tea therapy and aromatherapy, and the underground Tibetan Rubber Cabinet. The exhibition of the profound Qilu culture, the classic Confucian culture and the traditional Chinese medicine culture is perhaps the biggest feature of the museum.
The reporter learned that in order to enrich the understanding of primary and secondary school students on the knowledge of traditional Chinese medicine, Hongjitang Scenic Area has also developed a series of about 20 special research courses such as traditional Chinese medicine sachet courses, handmade hawthorn pill courses, acupuncture classes, etc. Children who come to study can watch and participate in the production of traditional Chinese medicine processing, planting and picking Chinese medicinal materials, etc., understand the basic authentic medicinal materials of traditional Chinese medicine, and feel the profundity of traditional Chinese medicine culture.
Traditional Chinese medicine culture relief wall
Hongjitang Museum around the great mystery, about 450 meters long, a total area of 1669 square meters of Traditional Chinese medicine culture relief wall, the content covers the history of the development of Traditional Chinese medicine culture, the history of chinese medicine celebrities and the main ideas, Hongjitang entrepreneurial history and corporate culture, this is currently the world's longest cultural sculpture project with chinese medicine as the theme, Chen Wenwen revealed that the relevant departments of Hongjitang are applying for the Guinness World Record.
At present, Hongjitang Park has more than 40 tourist attractions and experience attractions, in addition to the world's first golden pot, Chinese medicine culture relief wall, as well as Asia's largest musk ketone production base. The project of "Artificial Musk Development and Industrialization" won the first prize of the National Science and Technology Progress Award in 2015, representing the highest level of scientific and technological innovation of traditional Chinese medicine.
Under the superposition of various honors, Hongjitang has realized the butterfly change from an industrial park to a tourist attraction. In fact, the successful award of the national 4A-level tourist attraction is not only a high recognition of its operation and management, but also a new driving force to promote the innovative development of cultural tourism strategy of Hongjitang Scenic Spot.
In the next long-term planning, Hongjitang Scenic Area will continue to uphold the civilization treasures of Chinese medicine, carry forward the excellent traditional Chinese culture, focus on improving the quality of tourism, and help promote the global layout of the tourism industry, the global support of tourism services, the global improvement of the tourism environment, and the comprehensive expansion of the tourism market, and build the scenic spot into an international tourist destination with distinctive cultural characteristics.