In order to continue to spread and display the unique culture and special skills of Zhoupu mutton, the second Zhoupu Mutton Culture Festival kicked off today, with a series of novel and rich activities, bringing a different mutton culture experience to the people.
Known as "Little Shanghai", Zhoupu Town has a history of more than 1,300 years, where the humanities are gathered and the cultural context is far-reaching, in recent years, under the care and guidance of the Municipal Intangible Cultural Heritage Office, Pudong New Area Cultural and Tourism Bureau, District Art Guidance Center, Zhoupu intangible cultural heritage protection and inheritance has achieved obvious results, here are not only the national intangible cultural heritage Pudong scroll, but also Zhoupu mutton making skills, Yang's acupuncture, Jiangnan silk bamboo, Sanyang Tai pastry making skills and other municipal and district-level intangible cultural heritage.
Among them, the Zhoupu mutton production technique was selected into the sixth batch of Pudong New Area Intangible Cultural Heritage List in 2017. As a typical representative of Zhoupu mutton production skills, Huang Dage's ancestral mutton restaurant has a long history and is a century-old shop in Zhoupu Town. In addition, Zhoupu also has more than 40 mutton restaurants such as long-legged mutton, bald mutton, and pigtailed mutton to welcome diners from all over the world. "Zhoupu mutton" is famous and loved by the public.
Just last year, the first Zhoupu Mutton Culture Festival attracted extensive participation from the public and achieved a good social response, with nearly 600,000 views on the Douyin platform, and the Pudong cymbal book "Please Eat Mutton in Zhoupu" created by intangible cultural heritage exceeded 100,000.
In order to continue to heat up the popularity of this intangible cultural heritage, from May to June this year, Zhoupu Town also solicited cartoon IP images of the mutton festival from the whole society, in addition to receiving local submissions from Shanghai, there were also positive submissions from Fujian, Guangdong, Jiangxi and other provinces and cities.
Xue Lidan, winner of the first prize of cartoon IP image, shared her design experience at the opening ceremony: the main body of the cartoon image is a cartoon image based on a small goat, wearing a Chinese-style headscarf and a Chinese-style pan-button chef's uniform, which also symbolizes the non-genetic inheritance of Zhoupu mutton making skills. The overall color is yellow, representing vitality, hope and future, and the pattern on the sleeve also reflects that Zhoupu is a city with many rivers.
Next, activities such as the check-in activity of the Zhoupu Mutton Festival, the photo accumulation activity of the circle of friends, and the collection of short videos on Douyin will last for one month. And Zhoupu Town will also bring food enjoyment to the masses through the popular mutton festival cultural festival, and strive to create greater social effects, so that Zhoupu mutton culture will go out of Pudong, out of Shanghai, and into the Yangtze River Delta.
Author: Tang Weijie
Editor: Shang Hui