"Choose a good crab, one look at the back of the crab, the green in the transparent, rich in oil is the top product; the second to see the crab belly, full of convex, dense fine marks is the best product; three crabs, holding teeth and dancing claws, crawling freely on the ground is a fine product." Autumn winds, crab feet itch, the annual crab eating season quietly arrives. In Shanghai, a famous crab tasting artist - Shanghai Wang Baohe Co., Ltd., a table of "intangible cultural heritage" crab feast, a cup of Shaoxing yellow wine, has become a classic of the hotel restaurant of "Wang Baohe".
+ "Non-genetic people teach you how to eat crab gracefully" micro video
Wang Bao and Crab Feast are an important part of traditional Chinese dining culture. Every golden autumn season when the grain is abundant, a pot of rice wine is warmed, and a pair of hairy crabs are peeled, which has become a Jiangnan food tradition over time, and Wang Bao and crab feast are based on the continuous sublimation of this tradition, and gradually shaped into a "crab wine culture". In 2013, Wang Baohe's crab feast cooking skills were selected into the "List of Representative Projects of Shanghai Intangible Cultural Heritage".
If you want to "revitalize" the intangible cultural heritage, the product must first be "new"
Wang Bao and Crab Feast have the characteristics of "exquisite selection of materials, fine knife work, light color, light taste, tender and delicious, original taste", not only pay attention to the ultimate pursuit of taste, but also have deep achievements in the shape and cultural traceability of dishes. Famous crab feast dishes such as "chrysanthemum to crab shape" and "crab stuffed orange" have been recorded in historical documents.
Wang Bao and Wang Hao, the second-generation inheritor of crab feast cooking skills and "Shanghai craftsman"
In recent years, Wang Baohe, the second-generation inheritor of crab feast cooking skills and "Shanghai craftsman", led the team to continuously improve the old dishes of crab feasts, and invested in research and development of innovative dishes.
After years of polishing, today, Wang Bao and Crab Feast have developed from more than a dozen dishes at the beginning of their establishment to dozens of dishes today, and have also derived series such as "Intangible Cultural Heritage Whole Crab Feast" and "Lotus Crab Feast" under the traditional crab feast, and have formed a new highlight of "one dish and one grid" towards the refinement. At the same time, Wang Baohe and the company also actively explore the integration of Chinese and Western catering, and a number of new Western-style crab dishes such as "cheese sea urchin baked crab bucket" have emerged, which have won the reputation of consumers and effectively promoted the revitalization and development of the long-established "Wang Baohe" brand and "intangible cultural heritage projects".
If you want to "fire" the intangible cultural heritage, the propaganda must first "live"
With the increasing diversification of publicity methods, Wang Baohe and the company have also used platforms such as WeChat public accounts, TV media, and Douyin live broadcasting to carry out innovative promotion while doing a good job in traditional publicity such as paper media, and constantly giving vitality to time-honored brands.
Wang Hao also participated in the recording of Oriental Satellite TV's "Extreme Challenge", "Punch Card, Foodie Group" and "Popular Food" programs with Chef Zhu Pingbo and Gong Xiaohua of The Crab Feast, so that the "Intangible Cultural Heritage Skills" showed their faces in front of the national audience, and the essence of traditional Chinese food culture was passed on to a wider range of diners.
Wang Bao and the restaurant star product - crab feast set
After the program became popular, Wang Bao and the company "hit the iron while it was hot" cooperated with Douyin to promote the crab feast package, a star product of Wang Bao and the restaurant, and gave a new connotation to "intangible cultural heritage" with a novel publicity method.
How to make "intangible cultural heritage" enter the homes of ordinary people must start from the brand story, entrepreneurial spirit and cultural value, and show it in an easy-to-understand and vivid way. Wang Baohe and the company will unswervingly maintain the long-established national brand, inherit and protect the intangible cultural skills, and play an active role in highlighting the "Shanghai culture" and enhancing cultural self-confidence.
(Source: Shanghai Tobacco Group Wang Baohe Co., Ltd.)
Column Editor-in-Chief: Huang Yinlong Text Editor: Huang Yinlong Image Editor: Xu Jiamin Editor's Email: [email protected]
Source: Author: Zhang Neng Huang Yinlong