Abstract:A hot drama promotes the fire of Shanghai-style catering culture
"It's all full, wait!" With the hit of the TV series "Flowers", Yellow River Road has become a hot word. The Zhizhen Garden in the play draws on the Moss Sacred Garden, which opened in 1993 in the reality of the Yellow River Road. At noon on January 4, the dine-in seat in Moss Shengyuan was "hard to find". The popularity of the old Qianlong cuisine and Cantonese restaurants on the Yellow River Road has also rebounded. A hit drama has ignited Shanghai-style catering culture.
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After the broadcast of "Flowers", the Shanghai-style catering culture was spurred, and the popularity of the old food street rebounded (video). Labor Daily reporter Lu Yanting photography
Weekends and Chinese New Year's Eve dinners are almost full
"There are no pre-made dishes, they are all freshly fried. I don't know how long I have to wait, but it's a bit popular now. "Near noon, at the entrance of the first floor of the Moss Shengyuan Restaurant at the intersection of Fengyang Road on Huanghe Road, a simple reception table surrounded many citizens and tourists, and the lobby on the inside of the first floor was already full.
In the lobby on the first floor of the Moss Saint Garden, the "Spring Festival Package" has been hung out, with a cheap Chinese New Year's Eve meal set of 1380 yuan for 4-6 people and 2280 yuan for 8 people, the price for 10 people is 2880 yuan, 3880 yuan, and the price for 12 people is 4880 yuan. On the occasion of the Year of the Dragon, Moss Shengyuan also launched the annual meeting package of the Dragon and the World, with exquisite eight small plates, hot dishes with family portrait casserole, and jujube paste fortune cake, and the price of a single table is 1180 to 1580 yuan.
The line "A lobster is an opportunity" in the play is talked about by people, but in reality, on the menu of Moss Shengyuan, the big lobster can be booked in advance at the current price, and the price of Bolong is not high. It can be cooked in butter or baked with shrimp gelatin. The staff said that the popularity has rebounded in recent times, and the lunch lobby on weekdays has to be picked up from 10:30 in the morning, and most of the private rooms on weekends and especially at night are full, and the Chinese New Year's Eve dinner is almost hard to find.
Adjacent to the Moss Sacred Garden, it is also the once smash hit "Qianlong Cuisine" on the Yellow River Road, 2024 is the Year of the Dragon of Jiachen, and the dragon seal above its signboard is also quite vivid. "Everyone suddenly came to Huanghe Road to check in, and the lively time came back. In the evening, business is better. A staff member in the Qianlong food store told a reporter from the Labor Daily that there were specific food pictures hanging on the wall straight inward, and at a glance, you could know that they could be ordered and burned.
The popularity of the Huanghe Road Food Street has rebounded. Labor Daily reporter Lu Yanting photography
Further on, there is another well-known old food shop on the Yellow River Road. There are many diners sitting in the window position of the lobby on the second floor, and the window is just decorated with flowers, which is quite the taste of flowers.
Open the menu, the signature butter Aolong Yi noodles, cheese butter baked Xiaoqinglong, garlic slices steamed Xiaoqinglong, ingots shrimp, bamboo shoot shell fish, Eastern Star Grouper, the characteristic fragrant mackerel, beef can be a large portion, or a softer Dutch beef......
"Allah has stayed on the two major food streets from Zhapu Road to Huanghe Road. Now they are all old diners, and they know that our prices are not high and the dishes are good. Ms. Zhang, the person in charge of the lobby of the Cantonese Flavor Restaurant, told the Labor Daily reporter that the current menu is still the menu of 6 years ago, and only a few dishes have slightly adjusted their prices, and almost all of them remain the same in quality and price, sticking to the old taste. ”
Cantonese restaurant diners, outside the window "full of flowers". Labor Daily reporter Lu Yanting photography
Launched the "Flower Course" to suit the occasion
The International Hotel, which is across the street from the Moss Shengyuan on the Yellow River Road, has a long queue for its pastry shop all year round, and it is rumored that the International Hotel has launched a "Flower Package". A reporter from the Labor Daily went to the Fengze Building on the 2nd floor of the International Hotel and learned that this statement is not accurate, and the International Hotel has not yet launched relevant packages, but there are many old diners who come to appreciate it, "eating is feelings".
In fact, recently, the "Flower Package" was launched by the veteran Peace Hotel on Nanjing East Road. In front of the Peace Hotel, the stills of the TV series have been hung, and there is another photo check-in point on one side, where citizens and tourists can enter the inside and take photos with "Bao" played by Shanghai actor Hu Ge in the play.
Citizens and tourists took a group photo with the characters in the play "Flowers" at the Peace Hotel. Labor Daily reporter Lu Yanting photography
The Labor Daily reporter learned from the Dragon and Phoenix Hall on the 8th floor of the Peace Hotel that at present, the price of the "Flower Package" is 1460 yuan for two people, and some service fees need to be added. In addition, the Peace Hotel also launched a flower afternoon tea, which was also responded to by some diners.
Speaking of dishes, according to a menu of the Peace Hotel spread on the Internet, the name of the dish is closely related to the plot: there is "Phoenix Seeking Phoenix Flower Flavor Dish", as well as the hot and sour soup made of sea cucumber "Three Threads, Three Flavors and Three Loves", "Shrimp Shrimp Nong and Crab Crab You" is crab roe crystal river shrimp, "Every year there are more than double treasure fish" is garlic roasted catfish double treasure, "Miss Wang's favorite" is sweet sauce pork ribs crispy rice cake, "Mr. Fan's stewed sound of the big dish" is stir-fried cabbage heart stewed shiitake mushrooms, "Zhizhenyuan this winter's hot beef river" is leek yellow fragrant dry fried beef river, and there is another Night Tokyo's new dessert "is fermented bean curd rice ice cream."
In the Dragon and Phoenix Hall of the Peace Hotel, there are many diners who order meals. Labor Daily reporter Lu Yanting photography
"The menu on the Internet is the same, but it's not entirely accurate. We will have nuanced adjustments. Mr. Qi, the person in charge of the Dragon and Phoenix Hall of the Peace Hotel, revealed that there are diners who have booked and tasted this "flower package" in advance, and it is almost difficult to book a table in the past few days. "We want people to experience and reminisce about food because they like the story, not for commercial purposes. Other meals are also available. ”
Evoke memories and create new IPs for the city
"When I watched the show, it seemed to go back to the 90s of the last century. Huanghe Road, Zhapu Road and Jinxian Road are unique food streets in Shanghai-style catering culture. "On the Yellow River Road, there are many old diners who take photos and check in on the spot.
Diagonally opposite the Moss Shengyuan is the Xinghualou Huanghe Road store, which is as popular as the butterfly cake of the International Hotel. The play also magically mentions the cooked food in Guangming Estate on Huaihai Road. Shanghai-style catering culture is a culmination, and the authentic taste is worth tasting. Some diners also said that the once equally prosperous Lai Tianhua Restaurant has now been changed to a hotel, and it is a pity that it is no longer a catering to stay for a small shop, such as a "rice noodle" on the Yellow River Road, and the front of the door is covered with flowers that seem to imply the integration of food renewal and the city.
Citizens and tourists check in and take photos. Labor Daily reporter Lu Yanting photography
"A hit drama that evokes everyone's memory. The Shanghainese version, in particular, sounds very intimate. Part of the plot in the play is the memory of Shanghai, and it is also a new opportunity for the integration and development of the city's business, tourism and culture. Professor Lao Weiling, director of the E-commerce Research Center of Shanghai University of Finance and Economics, told the Labor Daily reporter that it is possible to take advantage of the fire of "Flowers" to deeply implant the food culture into the Shanghai culture, sort out the characteristic food commercial blocks, and build it into a new urban IP.
"The polishing of literary and artistic works presents Shanghai-style culture. The return of popularity in the food court and the set menus launched by established restaurants are also the popularity and opportunities brought by TV dramas. It is not necessary to accuse it from a commercial point of view whether it is 'hot' or 'business opportunities', but let us see the cultural charm and popularity of Shanghai, and take advantage of the opportunity to let more people like Shanghai, come to Shanghai, and taste Shanghai-style food and feel Shanghai-style culture. Amplify the advantages and have one more reason to love and see Shanghai. Lao Weiling said.
Header picture: On the Yellow River Road, there are many citizens and tourists who come to check in. Labor Daily reporter Lu Yanting photography