Yulin people have always been very good at eating, and can eat a very chic taste, in the Yulin people's eating habits, elaborate, fine fire slow simmering, rich ingredients, Yulin people have always been the representative of the inheritance of traditional food culture.
Founded in 1908, Wu Changchang is the oldest and most prestigious niuba brand in Yulin, Guangxi. From picking up and selling a hundred years ago, to setting up stalls and opening stores after the reform and opening up, and then to the mass production of canned food, Wu Changchang's flavored beef bar has become the most recognized traditional cuisine of Yulin people, and has also won the enthusiastic support of consumers across the country, which is our supreme glory. Today, Wu Changchang has built a factory in the high-tech industrial park of Yudong New District, Yulin City, Guangxi Province, and the marketing center is headquartered in Nanning City, Guangxi Province, located in Hangyang International City, China-ASEAN Business District. The factory covers an area of more than 20 acres, with an annual output value of more than 60 million yuan and fixed assets of more than 35 million yuan.
Adhering to the spirit of century-old ingenuity, Wu Changchang has been focusing on the production and sales of Yulin beef bar, and the products are sold in and out of Guangxi Province and overseas in and out of Hong Kong and Southeast Asian countries and regions, and the production scale and market share rank first in the Guangxi cow bar food industry, becoming the industry leader and innovator.
For hundreds of years, Wu Changchang has adhered to the spirit of craftsmanship and has been focusing on the production of Yulin beef bar, and strives to provide consumers with safe and delicious authentic snacks and understand the food culture of a city. In the next hundred years, Wu Changchang will go further. There is a way that "traditional crafts have not changed for hundreds of years, and the taste of them needs to be tasted and known" - to taste pure Yulin flavor, or a hundred years of Wu Changchang!
Yulin beef cooking has always been very much method. Whether it is the rich soup in the streets and alleys, the mouth-watering beef brisket powder, or the freshly cut and unforgettable raw beef hot pot, or the flavored beef offal that has been popular in recent years with sour shoots and tempeh, they all inherit the "salty and fresh" food taste of the "Lingnan Metropolis" Yulin blending the north and south. Many beef-based dishes and snacks are the most famous, the longest history and the most exquisite techniques of the ancient method of concocting cowbars.
The memory of Niuba begins at the mouth of Yulin West Street. Located at the old street entrance of the Qilou District of Dabei Road, Yuzhou District, Yulin City, this old street entrance is lined with stalls and food stalls, bringing together local traditional cuisine. Old yellow signs, quaint arcades, and slightly rudimentary restaurants and shops all tell a story of history. More than a hundred years ago, the market opened in the early morning, and there was a long queue here early, waiting for Wu Changchang's ancestral handmade beef bar to be freshly baked...
Time flies, its street and its scenery are still there, and although the old shop of Wu Changchang, which still stands at the mouth of The West Street, has now changed its new look, it still vaguely evokes the original memory of the Yulin people for Niuba.
The century-old brand "Wu Changchang" is known as the synonym of Yulin Niuba, which is a praise for the inheritance of ancient techniques, a spur to the reform and innovation of Yulin Niuba techniques, and an affirmation of the Niuba industry standards formulated with Reference to Wu Changchang's production process.
A hundred years of wind and rain, the cow does not reduce its fragrance. The sweet and mellow scent seems to have melted into the changing world and become part of the city's memory.
The ox-based incense that has lasted for hundreds of years has flowed in the southern land, creating a long-lasting food legend. In the conversation of the older generation in Yulin, the memory of it can be traced back to childhood. At the end of the Ming Dynasty and the beginning of the Qing Dynasty, in the narrow streets and alleys paved with bluestone slabs, the figure of a tall, shouldering young man often appeared. He shuttled back and forth between the casinos, the buildings, and the pavilions of the water pavilions, shouting and selling his freshly baked handmade cows.
On the eve of liberation, Wu Changchang's style of niuba has opened a food stall in The West Street Entrance, the liveliest place in Yulin, and every morning at 7 o'clock in the morning, the crowd waiting for it is lined up in long queues. Its unique formula includes more than ten vanilla ingredients, which is a trend. After 1949, Wu Changchang joined the Yulin City Catering Company as a chef, and the cattle bar business was interrupted for historical reasons. Its mysterious cowba making process is secretive. In 1977, the night before Wu Changchang died of illness, he seemed to have a feeling in his heart when chatting with his neighbors, saying, "In the future, this line (cattle business) will definitely have to be done!" A few years later, with the opening up of the private economy, his grandson Wu Yechu decided to restart his grandfather's unfinished business. He opened the notes of the family heirloom cowba production process, concocted according to law, and after several times of pondering, he obtained 6 pounds of cattle and distributed it to neighbors, and the response was quite good. Many old people sighed with joy, and the old taste was back. In 1985, Wu Yechu marked the wall of the old house with the words "Wu Changchang flavor cowba", marking the official return of his brand, and the Wu Changchang cowba that was produced every day was snatched up.
"The wealth brought by a piece of 'stick beating meat'" CCTV reported on this topic, and Wu Changchang's Yulin flavored cow bar also won the award, and was included in the "Yulin City Chronicle", the regional famous product directory, the national geographical indication protection product directory, exported to more than ten countries and regions such as ASEAN, Hong Kong, Macao and Taiwan, and became a representative of Guangxi's traditional flavor snacks.
Wu Changchang Beef Bar is one of the four traditional delicacies of Yulin, which is a must-have, selected fresh beef back buttocks [commonly known as "stick meat"),the meat is tough and delicate, extremely elastic. Using an exclusive ancestral secret recipe, accompanied by a variety of pure natural plant spices, carefully prepared, delicious and sweet, unique flavor. Authentic Wu Changchang beef is like coffee, crystal clear, the food is sweet and fragrant, the more chewed the more flavorful, after eating the teeth and cheeks remain fragrant, the aftertaste is endless.
Wu Changchang's first flagship store in China was grandly opened on July 19, 2011 at Xijiekou, Yulin City, Guangxi Province, where Wu Changchang originated. In 2019, the 110th anniversary of the creation of the Wu Changchang brand repositioned the design, gorgeous transformation, inheritance and innovation blended and interpreted, creating a new starting point for industry cultural marketing. Wu Changchang store at West Street Mouth has now become a popular punch card for local traditional cuisine, the guests are endless, many foreign merchants and tourists are admiring, and everyone praises: Wu Changchang not only does the cowbar do authentically, but also earns enough face for the Yulin people in the image!
The business philosophy of the traditional model is gradually disappearing into the wave of the market for centuries-old products such as Wu Changchang. These precious cultural heritages are being forgotten. Niuba is a specialty of Yulin and a cultural symbol of Yulin, while Wu Changchang is synonymous with Yulin Niuba. Therefore, Wu Changchang firmly believes that "niuba still has to be done." "Wu Changchang's descendants want to go down this road of rejuvenation of Niuba and inherit the traditional food culture of Yulin, and Wu Changchang people have a long way to go."
Inheriting the ancient method, not reducing its work, the secret of maintaining the flavor of "Wu Changchang" for a hundred years; advancing with the times, pioneering and innovating, but also injecting new vitality and vitality into "Wu Changchang".
A small piece of cowbar, condensed in the world's delicacies, cast a hundred years of craftsmanship, and integrates with the times and new culture. (Text: Chen Yuan)