Yongjia wheat cake
From April 29, 2021 to May 3, 2021, the Wenzhou Cultural Fair was successfully launched at the International Convention and Exhibition Center. The small five wheat cake shop recommended by the people's government of Yantan Town, Yongjia County, sold more than 3,000 Yongjia wheat cakes during the exhibition, becoming one of the hottest booths at the fair.
Let's first look at the Yongjia wheat cake that was very popular with the public at the Fair through a short video.
What do you think? Isn't it shocking! Yes, this is what Yongjia wheat cake should look like, domineering!
In the exhibition hall of the Yantan Zhenwen Hotel on the second floor, the author saw Mr. and Mrs. Wang Yongliang, a small five-wheat cake shop, wearing ancient costumes to endorse the elaborately specially made plus-size Yongjia wheat cake platform. When media reporters and many photography enthusiasts frantically pressed the shutter, the couple was slightly restrained.
At this time, a group of elementary school students passed by the exhibition hall of the Yantanwen Hotel, and the children had never seen such a large Yongjia wheat cake, and they all made a sound of surprise. The staff explained the culture and story of Yongjia wheat cake with great emotion, and the children listened to it with relish. It is understood that in recent days, there are many primary and secondary schools in the city that organize cultural fair parent-child study tours.
Yongjia wheat cake is Wenzhou municipal intangible cultural heritage food, the author saw the Yongjia small five wheat cake in the first booth on the left side of the entrance of the intangible cultural heritage food hall. Master Wang is rushing to make wheat cakes with his assistants, and all the electric cake machines in the booth are plugged in.
Soon, the first wave of passenger flow peaked. More than 100 wheat cakes made in advance in the morning were sold out in less than 15 minutes, and the next ones had to wait on the spot. Even a few citizens who could not buy wheat cakes paid first, indicating that they would come back to pick them up after visiting other exhibition halls later. This popularity, praise.
The author observed at the booth for 1 hour and found that a considerable number of buyers were 50-70-year-old Yongjia people. Randomly interviewed a citizen, she told the author: "I am Yongjia Yantou, married to Wenzhou for decades, and I have not eaten authentic Yongjia wheat cake for a long time." This wheat cake shop can represent Yongjia to participate in the cultural fair, presumably it should not be bad, buy and eat, and taste nostalgia. ”
Yongjia wheat cake is indeed a strong nostalgia. In order to let more people understand the culture and story of Yongjia wheat cake, this exhibition invited nongboda people "Wenzhou Jiaoge, Naïve (Yongjia Wheat Cake Sister)" to the exhibition live broadcast and shoot short videos to help promote Yongjia wheat cakes, and the number of video hits reached hundreds of thousands.
Master Wang told the author that the five masters spent five days to make and sell more than 3,000 Yongjia wheat cakes, and each person had to work more than 12 hours a day. Although I am very tired, I am very happy and satisfied to see that so many citizens like Yongjia wheat cake and can do something for the promotion of Yongjia wheat cake brand.
Master Wang also has a identity, that is, the instructor of the Yongjia Wheat Cake Vocational Skills Training Class. At present, he has participated in a number of wheat cake training courses full-time, and has guided the development of the Yongjia wheat cake industry to transport nearly 100 practitioners.
These are all Yongjia wheat cakes made by the students, and the quality is not bad! Master Wang's wife, Master Dai, who is also the instructor of the wheat cake vocational skills training class, told the author: "Special thanks to the Yongjia Wheat Cake Office and the Agriculture and Rural Affairs Bureau for inviting us to serve as the trainer of the wheat cake class. The Yongjia wheat cake made by our couple is not necessarily the best, but we are willing to share the production skills with everyone, and after they learn it, they will open a shop outside, so that this nearly thousand-year-old gastronomic inheritance and development will be carried forward, so that more and more people can eat Yongjia wheat cake. ”
This is a photo taken in the wheat cake training class, the trainees are doing practical work, smiling, and look like they have learned a lot of dry goods.
This photo is Yongjia wheat cake into the university activities, Wenzhou Academy of Agricultural Sciences more than 20 students on the spot to observe the learning and production. At the same time, the self-media conducted online live broadcasts, and students who did not participate in the live activities learned about the production of Yongjia wheat cakes through live broadcasts.
Since 2020 Nanxi Xingyun platform live broadcast Wang Cailian secretary personally called Yongjia wheat cake, since one year, Yongjia wheat cake has developed rapidly. Yongjia County Wheat Cake Association after market research, by the end of April 2021, the city's Yongjia wheat cake shop in the same period of 2020 on the basis of the same period of 2020 to add about 80 stores, sales increased by more than 50% year-on-year.
At the same time, the special event of drunken Beauty Nanxi River - Taste of Wheat Cake Fragrance was successfully held. In particular, the establishment of the Yongjia County Wheat Cake Association has also injected fresh impetus into the brand promotion and upgrading of the Wheat Cake Industry in Yongjia County. At present, it has 85 member units, including many well-known wheat cake shops such as Wang Dama Wheat Cake, Wang Xuji Wheat Cake, Xiao LaoTou Wheat Cake, Fenya Wheat Cake, Fragrant and Crispy Wheat Cake, Xiao Wu Wheat Cake, Yantan Wheat Cake and so on. In 2021, the number of member units will exceed 100.
This is the corner of the exhibition hall of the Song Yun Nanxi Yongjia Pavilion of the 2021 Wenzhou Cultural Fair, and the image display table of Wang Dama, a leading enterprise of Yongjia wheat cake. While promoting the excellent traditional intangible cultural heritage food culture, it also helps to do a good job in Yongjia wheat cake products, tell the story of Yongjia wheat cake, and promote yongjia wheat cake culture!
This is the central kitchen and distribution center of Wang Dama's wheat cake, and the person in charge of the store told the author: "At present, Wang Dama's wheat cake has 11 chain stores in the city, and more than 4,000 Yongjia wheat cakes are sold every day. If the center exerts its maximum production capacity, it can produce more than 10,000 large wheat cakes per day. In 2021, it will continue to add wheat cake chains throughout the city. ”
This year, the future development of rural and global tourism is the focus, and some wheat cake shop practitioners plan to open Yongjia wheat cake shop to popular scenic spots and characteristic tourist township pedestrian streets. At the same time, the Yongjia County Wheat Cake Association will hold various wheat cake activities in the near future together with multiple departments, and welcome the general public to continue to pay attention to the follow-up tweets and praise yongjia wheat cake together!
Text, video: Wenzhou Ancient Road Wang Zhemeng