Treasure Hunt's Shaoxing cuisine, for 3 consecutive years, was recommended by CCTV 3 times!
On September 28th, CCTV Chinese the latest episode of the CCTV-4 "Food China" program "Mix-and-Match Inspiration" was broadcast, and the flower carved drunken lobster of Shaoxing Treasure Hunt was once again flopped, and together with the Sichuan flavor "Seafood Mao Blood Wang" of Shandong Weihai Husband and Wife Shop and the "Sea and Land Exercise" in Wuhan, Hubei Province, jointly showed the three kinds of mixing and matching of Chinese cuisine: flavors, ingredients and cooking methods.
Screenshot of CCTV-2 "Consumer Proposition" (20190902 Issue).
Screenshot of CCTV-4 "Food China" (20201210 issue).
This is the Shaoxing cuisine brand, which has been open for 19 years, and has been recommended by CCTV for the third time after appearing on the "Consumer Proposition" column of CCTV-2 on September 2, 2019 and the "Food China" column of CCTV-4 of CCTV's international channel Chinese on December 10, 2020.
Shaoxing flower carved drunken lobster
Re-appear on CCTV with "mix-and-match style"
This issue of CCTV-4 "Food China", with the theme of "Mix-and-Match Inspiration", tells three types of "food mix-and-match stories", namely "cooking method mix-and-match" in The husband and wife shop in Weihai, Shandong Province, mixing seafood and Sichuan cuisine, and achieving the Sichuan flavor "Seafood Mao Blood Wang" that exudes the taste of love. Hubei cross-border female chef, for the shrimp that shuttles through the sea, the chicken feet running on land, and the fragrant hairy crabs, comes to mix and match the ingredients, and cooks them together, and serves a plate of "sea and land exercises" for diners.
Shaoxing flower carved drunken lobster in Shaoxing, Zhejiang Province, was rated by the program as a representative of "mixing and matching of flavor materials", that is, the mix and match of Shaoxing rice wine and "net red ingredient" crayfish. In order to capture the tip of young people's tongues with Shaoxing rice wine with thousands of years of accumulation, the developer of this Shaoxing dish, the Treasure Hunt Shaoxing Cuisine Team, made many attempts before finding a breakthrough.
The program shows that the essence of Shaoxing flower carving drunken lobster is all in the special Shaoxing rice wine "rice wine". To make a drunken lobster, there are two interventions in the rice wine, one is to add ginger in the rice wine, cook the crayfish until it is clear and bright, fish it into the plate, drain the water, and once in the juice of the cooked drunken crayfish, the rice wine is still the finishing touch.
With such a special Shaoxing rice wine, in a mature way, the crayfish drunk for 24 hours, drunk Shaoxing flower carving drunken lobster, now not only has become the target of many people to explore the food in Shaoxing, but also "drunk" CCTV can not stop, from 2019 to 2021, every year to recommend.
Behind the mashup
Drunken lobster, the innovative epitome of Shaoxing cuisine
In the program, through the commentary and interviews, the audience can not only clearly understand the love story and cooking story behind each dish, but also read the process behind each mix-and-match, and also the process of each cuisine facing difficulties, striving to innovate, and finding new ideas for development.
We may wish to follow the innovative process of "Shaoxing Flower Carving Drunken Lobster" and revisit the road to breaking the situation in Shaoxing cuisine in recent years.
As Zhang Liang, founder of Treasure Hunt Shaoxing Cuisine, said in the program, "A few years ago, the restaurant was not so popular, with the rejuvenation of diners, Shaoxing local cuisine in the food list, quickly surpassed by Western-style fast food, and ranking more and more backward", how to grasp the stomach and heart of young people? This is the question of the times in front of every local cuisine brand.
"Stuck in a dilemma, we have to find a way to get out," Zhang Liang thought of the way is to innovate, and a Shaoxing flower carving drunken lobster, not so much as the innovation of treasure hunting, but rather the epitome of the innovation of Shaoxing cuisine.
"Simple take-ism is not called innovation." Zhang Liang led the R&D team, and after experiencing many failures, he understood how to "find a breakthrough from the world of taste" and "increase the hemp and spicy flavor of (crayfish) on the basis of the local taste of Shaoxing".
Treasure Hunt Shaoxing cuisine brand founder Zhang Liang
Wang Xin, production director of "Shaoxing Banquet", a high-end Shaoxing cuisine brand under Treasure Hunt
In the dish of Shaoxing flower carving drunken lobster, Shouzheng is to keep shaoxing's thousand-year-old history of yellow wine and keep shaoxing's "drunken flavor". Out of the new, that is, "can not be noisy", that is, to give the net red ingredient crayfish with the aroma of yellow wine to "Shaoxing taste".
In recent years, in line with this concept of "keeping the right and making new", in order to make Shaoxing cuisine with more quality and more in line with the consumption needs of contemporary people, Treasure Hunt has invited Mao Tianyao, the master of Zhejiang cuisine and the non-hereditary heir of Shaoxing cuisine, and Huang Qiyun, an international culinary master and Michelin chef, to develop dishes and continue to innovate on the basis of traditional Shaoxing cuisine.
Innovative achievements, in addition to the "Mix and Match Inspiration" program shown, with Shaoxing local smell of all pungent mildew amaranth stem roasted fish head, stinky with fresh; the combination of meat and vegetables, made into sauce duck salad, fragrant and tender; as well as "smell to the extreme" stinky tofu, moldy thousand zhang, amaranth stem roasted shuttle crab ... There are also hot dishes in the store, such as: Shao Sanxian, plum stewed meat, Shaoxing drunken chicken, flower carving drunken yellow fish and so on.
In recent years, shaoxing cuisine, which is "keeping the right and coming out of the new" and in line with international standards, has not only crazy circle fans, but also received reports from the national mainstream media such as CCTV and "Every Day Upward", but also made Mao Tianyao, the grandmaster of Zhejiang cuisine and the non-hereditary heir of Shaoxing cuisine, very pleased, "Innovation with the market is real innovation." ”
Transformation between success and innovation
Chinese gastronomic grand view
As this issue of "Mix and Match Inspiration", the host summed up at the end of the show, "From ancient times to the present, the Chinese's gastronomy has always alternated between keeping and innovating. Mixing and matching has achieved the innovation of gastronomy, and also bred the beginning and end of life. ”
This "mix-and-match" theme and "innovation" theme, in the development of the catering industry, is also the core proposition of the development of local cuisine in China.
Treasure Hunt Shaoxing Restaurant Exterior View
With a new Shaoxing dish, shaoxing cuisine recommended by CCTV for 3 consecutive years, placed in the national catering industry, has long been a pioneer in shouzheng.
In November 2019, its founder Zhang Liang launched the first local cuisine development summit forum in Shaoxing, Zhejiang Province, announcing the arrival of the "era of local cuisine". The conference was upgraded to the "China Local Cuisine Development Conference" in 2020, and under the guidance of the China Cuisine Association and the Zhejiang Provincial Department of Commerce, more than 300 restaurant owners across the country, and a number of experts such as brand strategic positioning, brand planning, and design agencies, discussed the development ideas of local cuisine.
From the "mixing and matching of cuisine" to "the innovation of local cuisine", on the surface it is "imaginative", "not according to the routine", the core behind it, is either "the love and ultimate pursuit of cooking", or the determination to inherit the culture of one cuisine, which can be collectively called the ingenuity of the catering people.