In this Dragon Boat Festival, the Guanghe intangible cultural heritage bean curd brewing process joined hands with the Wufangzhai intangible cultural heritage hand-wrapped rice dumpling process to launch the Guanghe bean curd flavor zongzi, and developed two flavors of southern milk meat and glutinous rice chicken flavored zongzi. This co-branded flavor dumpling has been launched on multiple online e-commerce platforms in mid-April. Recently, Cai Hong, chief marketing officer of Kraft Heinz Group, and Xu Wei, deputy general manager of Wufangzhai Industrial Company, came to Wufangzhai Jiaxing Jianguo Road main store to bring goods in the live broadcast room.
In this co-branded flavor dumpling, the Nanyu meat dumpling is a pork belly meets mellow and sweet Guanghe red bean curd, with oily glutinous rice, salty, sweet and soft glutinous; Glutinous rice chicken, a classic Cantonese snack wrapped in fragrant rice dumplings, is filled with large chicken thighs marinated in Guanghe white bean curd and pork thighs with carrots and oyster mushrooms.
As one of the oldest condiment brands in China, Guanghe fermented bean curd has a history of 131 years since Fang Shoufu was founded in the 19th year of Guangxu of the Qing Dynasty (1893). Guanghe Sufu joined the Kraft Heinz Group in 2010, and with the group's international scale and rich experience, the traditional brand continues to rejuvenate. In 2012, the "Guanghe bean curd brewing technique" was officially included in the Guangdong Provincial Intangible Cultural Heritage. In recent years, Guanghe bean curd has frequently appeared in the field of vision of consumers of all ages with its creative and fun cross-border co-branding. In May, during the ongoing Guanghe Sufu X Expansion Bread Festival, Guanghe joined hands with many local bakery brands in Guangzhou such as aimable chouchou and Tianjing to launch creative breads such as bean curd peanut waffle, fried green onion bean curd and pork jerky, and chabata. Guanghe bean curd has also recently launched fermented bean curd pineapple yogurt and bean curd Dahongpao yogurt with the cutting-edge yogurt brand Yogurt Jar. In addition, Guanghe fermented bean curd has also launched a variety of co-branded collaborations with the time-honored Chinese brand Shanghai Dexing Restaurant, the Hong Kong-style tea restaurant brand Minhua Ice Hall, and the Guangdong chain café brand Rush Feet.
Founded in 1921, Wufangzhai is a recipe for making zongzi that has been passed down for centuries and was included in the third batch of national intangible cultural heritage by the Ministry of Culture in 2011.