Original title: 600 Years of Sauce Fragrance (Theme)
The 6th Pickle Culture and Food Festival of Liubiju and the Opening Ceremony of the 2024 Intangible Cultural Heritage Rolling Altar Sugar and Garlic were successfully held (subtopic)
Workers' Daily-China Workers' Network reporter Shi Hongyu
On the afternoon of October 18, the 6th Liubiju Pickle Culture and Food Festival and the 2024 Intangible Cultural Heritage Rolling Altar Sugar and Garlic Opening Ceremony with the theme of "Tide Exploration of Chinese Taste, 600 Years of Sauce Fragrance" was held at Xiwai Culture and Leisure Square in Xicheng District, Beijing. The time-honored brand carries the common memory of several generations, is a treasure of excellent traditional Chinese culture, and is a cultural symbol under the precipitation of profound history, witnessing the changes and development of the times, carrying unique traditional skills and cultural connotations.
Leaders of Beijing Time-honored Brand Association, Beijing Condiment Association, Beijing Shounong Food Group Co., Ltd., and Beijing Exhibition Road Street were invited to attend the launching ceremony of the event.
"Rolling Altar Sugar and Garlic Opening Ceremony", "Auction" Traceability Journey Start", "Cabinet Wine Stage Play", "Cultural Festival Launch" and other links show Liubiju's dedication to integrity and innovation in the past 600 years.
Among them, the "Rolling Altar Sweet and Garlic Opening Ceremony" and the "Auction" have lasted for six sessions, fully demonstrating the cultural connotation of the national intangible cultural heritage "Liubiju Pickle Making Skills" and the production process of Rolling Altar Sweet and Garlic. The auction after the opening ceremony sparked a lot of bidding and culminated in a lot of bidding, and in the end, all the lots were won by different buyers.
"Liubiju 2025 Traceability Journey Launched", opening the third tracing of the nearly 600-year-old number. The team will start from Beijing and come to Linfen, Shanxi, the birthplace of the brand, to explore and communicate all the way, aiming to explore the roots behind its long history, dig out the stories that have been dusted by the years, and complete the traceability and improvement of this "new taste" in the process of innovation and experience.
The "Cabinet Liquor Stage Play" restores the cultural heritage of Liubiju's time-honored brand Cabinet Liquor, that is, after the end of each day's business, the employees of the front store and the back factory drink together and report the business status and market information of the day, so as to enhance cohesion and market perception. The plot also incorporates the interesting plot of crossing and treating "anorexia", allowing everyone to experience the ubiquitous innovative artistic conception. The stage play will also be linked with the Liubiju Museum and open to the public, forming a unique immersive adventure game museum exploration experience, and creating a new check-in hotspot for young people's offline adventures.
The important part of this pickle culture and food festival, the "Exploring the 600-year-old Ancient Culture Festival", also started from the afternoon of October 18 to the evening of the 20th, for a period of three days. Exploring the 600-year-old ancient cultural festival, led by Liubiju, Wang Zhihe, Bai Yu, Laijin Yuxuan and other time-honored brands were invited to participate, is a collection of traditional culture and intangible cultural heritage skills, food and innovation of a multi-market cultural festival, the scene brings together all kinds of scenes of eating, drinking and playing, family members can appreciate the time-honored brand's innovative national trend, while checking in a variety of cross-border delicacies, so that the weekend leisure time is more happy and full.
The cultural and creative exhibition area of Liubiju of the cultural festival has attracted the attention of many young people, and combined with cross-border food, it has created a new innovative and energetic new image of Liubiju Laohao. Through collaborative innovation with cross-border brands and the unique charm of new consumption scenarios and new consumer demands, Liubiju has innovatively created "Internet celebrity" elements such as Erba sauce milk tea, Erba sauce ice cream, vinegar drink sparkling water and other products in the fields of Chinese new snacks, Chinese new tea drinks, and new Chinese pastries, as well as products such as zero addition and one sauce into a dish, which are deeply loved and sought after by young consumer groups.
On the road of continuing to promote and inherit the excellent traditional Chinese culture, Liubiju tries to step out of the "comfort zone" of food accompaniments and condiments, so that the ancient sauce culture can be integrated into a wider range of consumer groups in a novel way. At this cultural festival, the time-honored brands represented by Liubiju faced the demand transformation and market challenges, took the initiative to embrace new trends and changes in the market, and diversified attempts and promoted innovation and change. Appreciate the epitome of the development of the old brand, revel in the interest of intangible cultural heritage skills, and believe that the majority of citizens and friends will personally witness the new development process of many time-honored brands by participating in this activity!
Source: Workers' Daily client