Shaoxing cuisine, once again appeared in the national media - "Southern Weekend", which is also one of the brand cuisines that have been reported again after it has reported on Banu.
For catering brands, being paid attention to and reported by the national media is a direct manifestation of their strength.
A few days ago, Southern Weekend's "Yangtze River Cultural Belt Ten Thousand Miles" series of reports, "The Taste of the Great River, Wu Yue", focused the camera on Shaoxing, Zhejiang, one of the six ancient capitals of China and the real "hometown of celebrities", with a "shouzheng out of the new" Shaoxing drunken crab as the protagonist, interpreting the style of contemporary Shaoxing cuisine, and extending to the discussion of the development of urban cuisine.
"Southern Weekend" is for "Shaoxing Drunken Crab"
How famous is Shaoxing cuisine today? In the backstory of the shooting of this issue, it can be confirmed again.
According to Zhang Liang, the founder of Treasure Hunt Shaoxing Cuisine, he received a call from the staff of the Propaganda Department of Shaoxing City on an ordinary working day, saying that the heavyweight media "Southern Weekend" came to Shaoxing to shoot the program, and he wanted to go to the Treasure Hunt store to shoot the scene, "focusing on taking a picture of Shaoxing drunken crabs."
In the program of "Southern Weekend", shaoxing drunken crab is described as such, "Lu Xun risks stomach pain to eat" food, but also "do not know what kind of elegant people", "invented the 'drunk' such a half-immortal and half-prickly cooking technique." ”
Following this kind of inquiry, the program interprets the past and present lives of Shaoxing drunken crabs with seductive food shots and elegant commentary. How to cook crabs, Chinese diners have carried out a long exploration for more than two thousand years, living in the middle and lower reaches of the Yangtze River, Shaoxing people, have a huge ingredient advantage in cooking crabs - the hairy crabs here, blue back, white belly, golden hair, yellow claws, can be called "the hegemon of crabs", coupled with the millennium yellow wine culture, in ancient times to achieve the "raw drunken crab" this delicacy.
In modern times, diners pay more attention to its unique flavor and health regimen, so "cooked drunken crab" has become popular. And to treasure hunting golden red "Shaoxing drunken crab" is the most out of the circle, "boiled in water with ginger and shallots, hairy crabs appear, cooked hairy crabs soaked in a special drunken marinade, only 24 hours can be chilled for diners to enjoy." ”
Cut open one, crab yellow like quicksand, full and mellow, accompanied by the texture of rustling, directly sucked, as smooth as a gel, fat and wine in the mouth in turn to explode, people can't stop.
"Shaoxing drunken crab" frequently appears in heavyweight media
Shaoxing cuisine IP relies on innovation to go out of the circle nationwide
In fact, in recent years, treasure hunting Shaoxing cuisine has frequently appeared on CCTV, Southern Weekend, Sanlian Life Weekly and other heavyweight media, which can be called "phenomenon-level" out of the circle.
According to Zhang Liang, founder of Shaoxing Cuisine, Shaoxing Drunken Crab has also appeared on CCTV-2 "Consumption Proposition" column of CCTV's financial channel, Jiangxi Television's "Intangible Cultural Heritage" and other columns before this, CCTV-4 Chinese", CCTV-4's "Gourmet China" column of CCTV's international channel has twice reported in detail on "Shaoxing Flower Carved Drunken Lobster", and Hunan Television's "Everyday Upward" has been satisfied with many "drunken series" dishes of Shaoxing cuisine. This list is still very long, such as Sanlian Life Weekly, Shanghai Tv and so on.
As for the reason for Shaoxing cuisine out of the circle? In the programs of various heavyweight media, the answer has long been given - innovation.
In previous years, the development of Shaoxing cuisine, like other local cuisines, was in a dilemma. As a catering person who was born in Shaoxing, grew up in Shaoxing, and has been doing Shaoxing cuisine for many years, Zhang Liang firmly believes that "the way to break the situation is to innovate" and "to keep the right can make new".
Mao Tianyao, the grandmaster of Zhejiang cuisine and the non-hereditary inheritor of Shaoxing cuisine
To this end, he led the R & D team, after experiencing many failures, to understand "from the taste of the world to find a breakthrough", on the basis of shaoxing local taste, increase the charm of Shaoxing cuisine and contemporary dialogue, in order to make a more high-quality, more in line with the consumption needs of contemporary People Shaoxing cuisine, invited Zhejiang cuisine grandmaster, Shaoxing cuisine non-hereditary heir Mao Tianyao, international cooking master, Michelin chef Huang Qiyun as the head of dish research and development, on the basis of traditional Shaoxing cuisine to continue to innovate.
International master chef and Michelin chef Huang Qiyun
The epitome of the innovative achievements is the Shaoxing drunken crab and the Shaoxing flower carving drunken lobster that are out of the circle across the country.
Zhang Liang, initiator of the China Local Cuisine Development Conference
Talking about the development of local cuisine, "Diners like to eat is authentic"
In the report of Southern Weekend, another highlight is the mention of Zhang Liang's other identity - "the initiator of the China Local Cuisine Development Conference".
In November 2019, the first China Local Cuisine Development Summit Forum was held in Shaoxing, with more than 100 catering people from all over the country participating. In November 2020, the conference was upgraded to the "China Local Cuisine Development Conference".
Regarding the original intention of initiating this conference, in this program, Zhang Liang made an interpretation from two dimensions.
One is the "authentic" dimension of local cuisine. In his opinion, no matter where the local cuisine is, "today, there are more diners, more customers, and even young people who like to eat, and this is authentic." ”
The second is the urban dimension. "A city, if there is no food, this is the greatest sorrow of a city."
The answer is already obvious, he led the team to do Shaoxing cuisine with the concept of "keeping the right and new", and launched the "China Local Cuisine Development Conference" according to the development trend of the industry, all based on a simple and pure voice from the bottom of his heart, he is a Shaoxing person, he wants to make the food of Shaoxing city "Shaoxing cuisine", do more people like to eat, make a new city IP, and hope that people all over the world can come to visit.
In other words, local dishes that are not loved by diners, survival is a problem, and what about the future?