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On December 22, the winter solstice, the 7th Hongjitang Ejiao Cultural Festival and the 2023 Jinan Community Gala Audition kicked off in Hongjitang Traditional Chinese Medicine Cultural Industrial Park. This year's Ejiao Festival is open to tourists and TCM enthusiasts from all over the world, and nearly 500 people, including government departments, business units, media personnel and citizens, attended the ceremony in person.
The Hongjitang Ejiao Cultural Festival and the Jinan Community Gala joined forces for the first time to make joint efforts, an important carrier to promote the concept of traditional Chinese medicine culture, and a brand of the Spring Festival Gala of Jinan citizens.
Centennial Hongji Hall, wind and rain mansion door. In 1907, Le Jingyu founded "Hongjitang" in Jinan, creating a century-old legend, and Le Jingyu is the prototype of the hero Bai Jingqi in "Mansion Gate". Director Guo Baochang completed the great work "Mansion Gate", which let more people understand the story of Hongjitang. He dug a time tunnel, resurrected the past of the house in the late Qing Dynasty and the early Republic of China, and also gave us a glimpse of the rise and development of Hongjitang a hundred years ago. Following the successful broadcast of the TV series, director Guo Baochang re-created the 600,000-word novel "Mansion Gate" to pay tribute to Mr. Le Jingyu, the founder of Hongjitang.
It is worth noting that this Ejiao Cultural Festival Hongjitang Pharmaceutical and Shandong Yanxitang Pharmaceutical Chain, Shandong Xinhongren Pharmaceutical Chain, Gaomi Hongsheng Pharmaceutical, Shandong Jintong Pharmacy Chain, Qingdao Spring Pharmacy Chain, Jining Guanglian Pharmaceutical Chain, Shandong Luoxin Pharmacy Chain, Happy People's Pharmacy Chain, Shandong Baochuntang Pharmacy Chain and other dozens of chains simultaneously broadcast the grand occasion of the Ejiao Festival, so that the chain can enter Hongjitang Pharmaceutical, understand the Hongjitang Ejiao Cultural Festival, experience the beauty of boiling glue, and encounter the gift of China.
This year, the 7th Hongjitang Ejiao Cultural Festival adopted the method of online live broadcast, allowing the general public and friends to visit the Ejiao Festival, witness the opening ceremony, worship Le Jingyu ceremony, fire ceremony, water taking ceremony, water injection ignition and glue boiling ceremony, and feel the charm of traditional Chinese medicine culture and the excellent quality of Hongjitang Ejiao, with 100,000 online clicks and views.
Hongjitang built Hongji Ejiao Factory in 1909 and has been inherited for more than 100 years. This hundred years of wind and rain is not only a legendary history of enterprise development, but also a history of growth of national brand pride.
Hongjitang Pharmaceutical held the Winter Solstice Ejiao Cultural Festival, the first is to inherit the culture of traditional Chinese medicine. Winter solstice health care contains Chinese philosophy and health connotations, and embodies the yin and yang five elements of health preservation culture in traditional Chinese medicine. Through the opening ceremony of the Ejiao Festival, the ceremony of taking water and fire, and the ceremony of worshiping the sages, the memory of the traditional Chinese medicine will be awakened to the contemporary people, and the intangible cultural heritage of the Chinese nation will be better inherited and protected, and the culture of traditional Chinese medicine will be promoted, and the corporate responsibility will be demonstrated. The second is to spread the concept of Ejiao health preservation. According to the theory of traditional Chinese medicine, the winter solstice belongs to the intersection of the three yin, and the effect of nourishing yin is the best, and the winter solstice health preservation has been highly respected for generations, and is considered to be the best period for winter tonics. Black donkey skin and even the skin of yin, mulberry firewood is the fire of the yang, the winter solstice festival takes the skin of the yin, uses the water of the yin, burns the fire of the yang, the water and fire are combined, the balance of yin and yang, after nine days and nine nights, 99 processes can refine the extremely high-quality Hongjitang Ejiao.
During the Ejiao Festival, the general public can enjoy the world's longest relief wall of traditional Chinese medicine culture in Hongjitang Traditional Chinese Medicine Cultural Industrial Park, feel the breadth and profundity of traditional Chinese medicine culture, watch traditional folk customs such as lion dance, paper-cutting, dough kneading, Sichuan opera face changing, sugar blowing man, sugar gourd, straw weaving, etc., experience the world's largest golden pot hand-boiling skills on the spot, and also experience personalized glue boiling.
The 7th Hongjitang Ejiao Cultural Festival lasts for three days, in addition to the folk street, there are nearly 20 traditional snacks from Wuhan, Shanghe and Jinan, as well as Shandong's famous hanging oven baked cakes and donkey meat.
Reporter: Gao Ying Proofreader: Tang Qi Editor: Liu Yuhong Photographer: Gao Ying Camera: Gao Ying Editor: Wang Yaohua