Thailand's snacks are popular, young people "outbound tour" in the market

Author | Bai Lu

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On the night market stalls gathered by the net red food, there is no shortage of explosive products, but those like "Luchu" can attract food and handmade enthusiasts at the same time, but it is a rare exception.

As the former "royal royal meal", this dessert originated from Thailand has bright colors and exquisite shapes made by various fruits, which makes people unable to imagine how it will be delicious under its crystal clear appearance. the taste of. For the owners of Lulu's success, it is like a fun challenge. While capturing consumers, it has received unprecedented attention.

Behind Lu Chu's popularity is not only a change of net red food, but also a self -upgrade of the young group culture in the context of the times.

Face value is business

How hot is Luchu? In the words of a video website UP, you need to line up for three weeks to buy. But in fact, this kind of net red dessert is not magical. According to the Institute of Jingxu, the name of Luchu is derived from the transliteration of the Thai "LUK Chup". It is rumored that it was once the royal dessert that only the Thai royal members can enjoy, and only the royal chefs in the palace know its production method. It was not until the Thai folk later became popular.

As a dessert with its own "royal family" filter and exquisite shapes, Luchu also has a special meaning in Thailand. The elders will give each other to show each other on their birthday or young people, expressing their love for them. And young people sometimes choose the special shape to give it to the elders to convey beautiful blessings such as auspicious Ruyi.

However, in the eyes of Chinese food, these spiritual selling points are obviously not as attractive as its colorful appearance, and the source of "noble" and attractive appearances has also achieved its good price. The Institute of Shocking Institute searched on the e -commerce platform and found that the price of 10 (10g per 10G) of the Institute of E -commerce is generally more than 50 yuan, which is equivalent to a thumb -sized exposure. The price of the intestine is the same.

After the 95th consumer, Xiao Yan told the Institute of Jingxu that she had also bought Luchu on the night market stalls not long ago. Although it was a bit cheaper than the online price, the average single price price was at least 3 yuan or more. And it may be half cheaper in Thailand. "When I went to Thailand before, I didn't know what this was called. I bought it when I saw it by accident. A box of ten, only 60 baht, and a dozen yuan."

It is worth mentioning that although it is often made of various fruit shapes, in fact, the taste of all exposed flavors is almost the same. This is because the raw material for making Luchu is just the unusual peeling mung bean, sugar, coconut milk, agar, and edible pigments of various colors.

According to Xiaoying, a hand -made enthusiast, the production process of Luchu is actually very simple. You only need to make the mung beans and steam it into mung beanon, and then manually pinch it into various fruits. Then wrap it with two to three layers of transparent agar, and you can play the box after the agar is solidified.

"And in terms of taste, it is not very special. Except for the coconut milk, it will taste coconut, and the taste and taste are actually almost no different from the traditional Chinese mung bean cake."

Box market integrated Luchu "first stage"

Regarding the popularity of Luchu in the country, Xiao Yan said, "Lu Chu is very eye -catching in color and shape, and because of the relationship of agar wrapped outside, it looks particularly translucent. At that time, I feel that I have a bright look, and it looks good. "

The Institute of Jingxu Institute consulted relevant media reports and found that although Luchu was not a net red snack that was recently invented, it was indeed popular all over the country this summer. And it is quite interesting that the trunk market in almost all cities is the first "first stage" to show the first place in the local area.

In Hangzhou, a platform blogger borrowed the trunk market in June to open the first local Luchu stall. Because the exposed production is time -consuming, the stalls are on average every 2 to 3 days. For 8 limited supply each.

However, since the spread, netizens who have been attracted by the outstanding appearance have become more and more. Each time the stalls are out of the stalls, hundreds of people lined up to buy 60 exposed and lively scenes, and even attracted oxen. To this end, the stall owner later sent a "purchase right" in advance in the way of connecting the dragon online to avoid the price of offline queues by ox hype.

Ogawa, who had operated a snack stall in the night market, said, "Luchu is a roadside snack itself in Thailand itself, which is very suitable for selling stalls in the night market. It's not particularly easy to make money. "

According to Ogawa, due to the production process and storage conditions, the shelf life of the exposure is generally only about 2 days. Therefore, it is necessary to do it now, and the production process is also very laborious. "Don't look at the production process is to pinch a shape, and then the color, the agar is rolled in. For those who have not been professional training, the step of pinching alone is very energy."

*Xiaoying's self -made Luchu/respondent provided

Xiao Ying is also very touched by the challenge of making Luchu. "I usually prefer to do handicrafts, so I saw someone on the Internet to make Luchu teaching videos, so I wanted to buy materials by myself. It is not difficult at all, but it is special time. I did 20 in total and took 5 hours. And to be honest, the taste was very ordinary, and I didn't eat much in the end, and I took it to give it away. " Ying Xiang Jingxuan Institute revealed that the raw materials she purchased on the e -commerce platform can be able to make more than 100 exposure, and the price of all raw materials is 65 yuan. If the price of 5 yuan is based on the price of 5 yuan, 100 yuan will be sold for 500 yuan, and the cost of 65 yuan will still have a profit of 435 yuan. "But think of spending 5 hours to repeat the shape and color, anyway, I don’t want to do it anymore."

Solding the stalls to show off, not money

"In fact, Lulu's popularity is largely stained with the light of the trunk market." According to Ogawa, since this summer, the trend of the trunk market has been scraping all over the country. Many young people drove the car at night to drive the car at night When you go to the park or the roadside, the trunk will start the mobile bar, the mobile cafe or the dessert stall for the stall. "From a formal point of view, the trunk market is an upgraded version of the night market stall, but essentially this is a kind of extension of the trend of young cultural trends in the post -epidemic era. In these markets, Luchu is exotic. Things have become particularly popular. "

Public data shows that when the outbound tourism is not limited in 2019, more than 10 million Chinese people travel to Thailand each year, and young people aged 26 to 35 are the main forces. Young people abandoned out of the country for risk consideration.

In addition, due to the influence of outbreaks from all over the country, this year's "May Day" holiday has also become the most "deserted" holiday in recent years. According to data from the Ministry of Culture and Tourism, only 61.3%of the A -level tourist attractions in the country this year are open normally. At the same time, after the data center of the Ministry of Culture and Tourism, during the 5 -day vacation, 160 million people traveling across the country were reduced by 30.2%year -on -year. In the context of unable to travel, the offline business model of the trunk market integrates the needs of young people to experience travel in the new environment to experience travel.

"Now many trunk markets will be decorated with some atmosphere lights. The whole atmosphere is very good. Some coffee, beer, toys, and souvenirs sold in stalls are also very tourist. Everyone has a dream of travel. "Xiao Yan told the Institute of Jingxu that she would travel with her friends almost every year before 2020, but now she has not been far away for three years.

There are not only young people who want to go out in the trunk market. There are also many people who want to travel like Ogawa. "In recent years, the income has been affected to a certain extent, and the usual work is not very busy, so I will come out to set up a stall when I have time, and make a pocket money by the way."

According to Ogawa's observations, most of the young people who like to visit the trunk market, and the products sold on the stalls are more in line with the preferences of young people. In addition to Luchu's very eye -catching desserts, bags of Thai -style milk tea, mango glutinous rice, lemon phoenix claws and other products with Southeast Asian flavors are very popular. In addition It is also the most common representative product in the market.

"Because the market is generally held in the open space or park in the business district, and the use of bright fires is prohibited, the factors of the venue limit the types of products that can be sold. Young people who come to the market generally have high requirements for face value, so Many stalls will also spend some thoughts on packaging or on -site layout. "

Ogawa specifically mentioned that the sense of atmosphere is one of the main factors that attract young people. Many "stall owners" will hang a colorful atmosphere light in the trunk, and then put some camping tables and chairs in front of the stall, plus A handwritten advertising board creates a feeling of being on vacation as a whole.

"Actually, many stall owners come out to set up stalls to make money. It is good to make a one or two thousand people selling them. This is not the time cost of making and stalls in advance. It is impossible to leave the stall every day like a night market. . Like me selling cold drinks, although there is no rent cost, after the water cost and oil money are removed, they basically can't make much money. However, some bosses who open a bar or a restaurant will come here to set up stalls here. On the one hand, it is to increase the source of income, and the other is to advertise for your own store. "

Xiao Yan said that when she saw Luchu in the trunk market, she reminded her of a leisurely experience that once walking on the streets of Thailand. Although the taste of the Luchu taste is a bit different from what she eats in Thailand, there is still a moment Feeling the novelty in a foreign country. Kobayashi said that it is Luchu or the market. In fact, it is a freshness that young people are looking for for life. Learning to be happy to be happy, it may also be the growth of young people in this year.

*To protect the privacy of the respondents, the above are a pseudonym

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