Fengjing Ding Hoof, Shao Wansheng Mud Snail Emperor, Shen Dacheng Eight Treasure Rice... "Shanghai on the tip of the tongue" can also eat "intangible cultural heritage".
On January 8, Shanghai's first Intangible Cultural Heritage Food Shopping Festival opened at the Shanghai Intangible Cultural Heritage Derivatives Marketing Center located on Guyi Road in Xuhui District. The "Intangible Cultural Heritage Old Taste" New Year gift box launched by the Shanghai Intangible Cultural Heritage Protection Association was also officially listed.
The reporter learned at the opening ceremony that during the Shanghai Intangible Cultural Heritage Shopping Festival last year, a sales platform for intangible cultural heritage derivatives was built. Among them, Shanghai's local long-established "treasure" intangible cultural heritage food has been generally welcomed by consumers. This year, Shanghai further responded to the initiative of the Ministry of Culture and Tourism of the People's Republic of China to "Intangible Cultural Heritage into Ten Thousand Homes" and held the first Shanghai Intangible Cultural Heritage Food Shopping Festival.
Among them, as the main product of this shopping festival, the "Intangible Cultural Heritage Old Taste" New Year gift box is led by the Municipal Intangible Cultural Heritage Protection Association and jointly created by dozens of food intangible cultural heritage protection units in Shanghai. The gift boxes for the early sale include three different types of supreme edition, exclusive edition and warm edition, all of which are selected from dozens of intangible cultural heritage protection units and "Chinese time-honored brand" enterprises.
In the end, ten "old flavors" loved by Shanghai citizens stood out, including Wanyou Whole Hometown Bacon, Lao Tong Xiang Bad Wind Meat, Ding Yixing Fengjing Ding Hoof, Shao Wansheng Mud Snail Emperor, Lifeng Extra Grade Sausage, Sanlin Bise Sauce Melon, Shen Dacheng Blood Glutinous Rice Eight Treasure Rice, Qiao Jia Zha Shanghai Sauce Duck, Old City God Temple Autumn Pear Paste, Longhua Ancient Temple Luohan Cake, Apricot Flower Lou Chicken Cake, WenWantai Pagoda Dish and Yingquan Old Shanghai Wine Brewing.
The gift box packaging has also been newly designed, and it is designed by Lu Hong, the designer of the Shanghai TV station logo and the brand designer. With the Oriental Pearl, China Art Palace, Shikumen, Haipai qipao, coffee utensils and other Shanghai elements as the main visual images, the colors are bright and elegant, conveying the culture on the tip of the tongue of Shanghai people over the past century, and also stimulating the interest of the current young generation in traditional folklore through modern design packaging.
Gao Chunming, president of the Shanghai Intangible Cultural Heritage Association, introduced that at the moment of normalization of the epidemic, how to promote the revitalization of traditional crafts and make intangible cultural heritage actively serve modern life is particularly important. The association will guide non-hereditary inheritors to transform traditional crafts into products that meet the needs of modern life and aesthetics, so that the national intangible cultural heritage can continue in productive protection and innovative inheritance.
The newly launched "Intangible Cultural Heritage Old Taste" gift box in 2021 will help the brand construction of "Shanghai Life" and "Shanghai Culture" in the new era. At the same time, the professional marketing and research and development team of derivatives of the Municipal Intangible Cultural Heritage Association will also carry out product upgrading and market research and development around the "intangible cultural heritage old taste" brand according to the consumption season, consumer population and consumption characteristics, so that intangible cultural heritage derivatives can achieve a win-win situation in cultural inheritance and market expansion.
The reporter learned that during the Intangible Cultural Heritage Food Shopping Festival, the "Intangible Cultural Heritage Old Taste" gift box will be sold online and offline simultaneously in the "Intangible Cultural Heritage Treasure" Taobao store and the intangible cultural heritage derivatives marketing center. The offline pick-up point is located at the Shanghai Intangible Cultural Heritage Derivatives Sales Center at No. 85 Guyi Road, and the pick-up time is from January 8 to February 26.
Column Editor-in-Chief: Tang Ye Text Editor: Shu Shu
Source: Author: Shu Shu