The "Ten Scenery of Beijing Autumn" with incomplete number in Beijing, this old name is collected

The weather in Beijing suddenly turned cold and gradually showed the taste of early autumn, and "Beijing Autumn Ten Scenery" is a symbol exclusive to Beijing. , Also fell into a moon cake box.

This "Beijing Autumn Ten Scenery" moon cake gift box comes from the old Chinese -Beijing Daoxiang Village. In August of the lunar calendar of Dangui, people remind people through the sweet moon cake that a family reunion is close.

"The small cakes are as crispy and crickets." Dongpo Jushi Su Shi once wrote in the poem.

From ancient times to the present, Mid -Autumn Festival has been loved by the people. From the "sacrifice moon" in ancient times to pray for peace and harvest, to the customs of the people in the Tang and Song dynasties, the customs of the Mid -Autumn Festival gradually became popular.

Nowadays, the Mid -Autumn Festival has become an important time for the people to taste traditional food and experience folk activities throughout the year, and continue to carry precious traditional culture.

When it comes to the inheritance and innovation of traditional culture, there is a lot of old -fashioned figures. In recent years, my country's old -fashioned development vitality has continued to increase, and the brand influence has continued to increase, but there are still problems such as insufficient innovation ability and high development level.

To this end, the "Opinions of the Ministry of Commerce and other 8 departments on promoting the innovation and development of the old name" (hereinafter referred to as the "Opinions") released this year mentioned that it will accelerate the establishment of a new development pattern, implement the five -year action of the protection and development of the old name, and establish and improve the protection and inheritance of the old -fashioned name. The long -term mechanism of innovation and development promotes the sustainable and healthy development of the old -fashioned brand. The Chinese excellent traditional culture contained in the old name will be more integrated into modern production and life, better meet the national tide consumption needs, and promotes the creative transformation and innovation of the excellent traditional culture of China. Sexual development meets the needs of the people's growing good life.

Different Beijing moon cakes

Ingenious Beijing taste inheritance

While inheriting non -heritage skills and promoting traditional culture, how does the old -fashioned consumer demand in the context of consumption upgrade with youthful ideas, how does the old name do?

We may be able to discover the ingenuity and ingenuity from a moon cake.

The term "moon cake" first appeared in Wu Zimu's "Dream Liang Lu" in the Southern Song Dynasty. Later, it combined with different food culture from all over my country, and developed a variety of flavors such as Beijing -style, Cantonese, Soviet -style, Jin style, and tide.

Among them, Beijing -style moon cakes originated in the Beijing -Tianjin -Hebei region, which is the delicious Mid -Autumn Festival in Beijing. Different from the golden -style mooncakes, the golden and sweetness of the outer skin of Cantonese cakes. Beijing -style moon cakes are mostly made of sesame oil, and the outer skin feels more crispy.

Among the Beijing -style moon cakes, people are familiar with hair moon cakes, self -red, and white, and have set off a "big star" Moon Cake that has set off a wave of discussion on the Internet and loves and hates.

In Beijing, there is such a time -honored Chinese name, and its inherited "Beijing -style moon cake handmade production skills" was successfully selected as an intangible cultural heritage protection project in Dongcheng District of Beijing as early as 2017.

In order to taste the delicious mooncakes this year, Xiaobian recently visited the stores in Daoxiang Village, Beijing, and found that a variety of moon cakes have been new in advance. The store is decorated with red palace lamps. It is understood that this year, Beijing Daoxiang Village has launched nearly 20 different flavors of loose moon cakes. The most worth mentioning is that after several rounds of R & D and improved, the first Beijing -style sugar alcohol -turning moon cake was launched.

In recent years, with the normalization of the epidemic prevention and control, people have paid more attention to health issues, and they have become self -discipline and harsh in terms of eating habits. This has prompted the birth and hotness of "low sugar, low -salt, low -fat, low -calorie" categories, especially the demand for sugar control in young groups is particularly obvious.

Beijing -style sugar alcohol turning the moon cake is aimed at the current consumer's sugar control needs, and incorporated into the ingenuity of Jingwei Culture and non -heritage arts. The relevant person in charge of Beijing Daoxiang Village told us that "this moon cake uses more than ten kinds of ingredients such as oats, wolfberry, and quinoa, with delicious grain fillings, combined with the formula of flip cakes and sugar alcohol, which is more in line with consumers today. Taste preferences to meet the dietary needs of sugar control. "In addition to the sale, this moon cake is also sold simultaneously in the current baked window. The hot one after the freshly baked, which makes people love it. The outer skin, the Mid -Autumn Festival has attracted many customers to queue up to buy.

At the same time, in order to meet the diversified taste needs of young people, Beijing Daoxiang Village has been trying in recent years to combine the popular flavors of young people with traditional snacks, so that the old name is closer to the lives of young consumers, and injecting young and new to the old -fashioned brand, the old -fashioned brand is newer and new. vitality. For example, the two new flavors of soft heart moon cakes launched with Beijing -style cakes this year have attracted the attention of many young consumers: tropical double fruit flavor soft heart moon cakes blended with two kinds of fruits of mango and passion fruit, making it full The tropical style melts in the mouth; soft -hearted coconut milk -flavored moon cakes are the most popular "raw coconut" concepts. The rich coconut milk flavor and soft heart taste make this moon cake feel fresh and not sweet.

Beijing symbol falls into the moon cake box

The old name tells the Chinese story well

In recent years, the continuous advancement of the Beijing central axis application project has made more and more citizens start paying attention to the profound historical and culture belonging to Beijing, and the cultural symbol representing the city of Beijing. How to make good use of these "symbols" to promote Beijing culture, or another good idea of ​​renewing the old name.

The "Opinions" also mentioned that adhere to the combination of cultural value and economic value, inherit the essence of the excellent traditional culture of China, spread the excellent business concept of the old name, and give full play to the positive role story. This old -fashioned new story starts from four years ago.

Since 2018, which is known as "the first year of the national tide", the young people who have become the new consumer force have paid more and more attention to traditional culture, and have exerted unlimited imagination and creativity on their basis. Inject youthful vitality into traditional culture.

As a old Chinese company, Beijing Daoxiang Village not only has uniquely inherited traditional food handicrafts, but also has made many efforts and attempts to strengthen traditional food culture carrying capacity in recent years. For example, it has cooperated with the Forbidden City Taobao to launch a snack gift box, which integrates classic art hidden in the Forbidden City into product packaging, allowing more people to see and understand the charm of traditional art and culture.

This year, Beijing Daoxiang Village has also incorporated a lot of ingenuity in the design of the moon cake gift box, putting rich and interesting folk culture on the packaging box. Many classic elements are based on the representative symbols of Beijing, making Beijing culture jump on paper. In addition to the "Beijing Autumn Ten Scenery" gift boxes mentioned earlier, there are also "Seven Stars Combat Moon" gift box with ancient style characteristics, "sugar alcohol showy" gift box, royal architectural style "moon shadow" gift box, etc. A total of more than ten models not only integrate the atmosphere of the celebration of the Mid -Autumn Festival, but also reflect the distinctive folk customs.

Promote traditional culture

Pass the concept of environmental protection

What will you do if you eat the perfect moon cake, what will the remaining empty box do? Do you throw it away or leave it?

The Standards for Food and Cosmetics (GB 23350-2021) released by the State Administration of Market Supervision (GB 23350-2021) will be implemented on August 15 this year. According to this mandatory national standard, the number of packaging layers of dumplings and moon cakes should not exceed three layers, and the packaging materials must not be used as precious metals and mahogany materials.

For the old -fashioned Beijing Daoxiang Village, inheritance and innovative traditional culture is a kind of responsibility, which is equally important to assume social responsibility. In response to the new national standard and advocating the concept of green environmental protection, in addition to optimizing the moon cake gift box design this year, Beijing Daoxiang Village also organized the "Mooncake Gift Box Environmental Transformation Competition" for the whole society.

The event will take more than a month to collect the transformation of the moon cake gift box from the entire network consumers. The effect of turning waste into treasure is qualified to participate.

In this regard, the relevant person in charge of Beijing Daoxiang Village said, "Holding such an event is to encourage everyone not to discard the moon cake gift box directly. We hope to use the opportunity of the Mid -Autumn Festival to advocate the concept of environmental protection to more people."

At the same time, in order to further inherit and promote Chinese traditional culture and let the flowers of the motherland understand the cultural stories behind traditional festivals, Beijing Daoxiang Village will also launch a book gift event in the opening season. Children tell the cultural story that belongs to the Mid -Autumn Festival. Accompany the children to welcome the Mid -Autumn Festival, so that the children will feel the charm of traditional festivals and folk culture in the present world and fantasy tenderness.

Faced with the changing consumer market and the needs of gradually upgraded consumption, how to continue to develop healthy and high -quality development, so that traditional culture to integrate into the real "survival" of the people's lives is a problem that every old name needs to be considered and solved. Beijing Daoxiang Village undoubtedly undoubtedly Give your own answer. This old -fashioned name that is born in Jingwei culture insists on innovation in inheritance, combines traditional skills with young group preferences, allows Guhn Huan to have a successful experience and new ideas for the continuous healthy and high -quality development of the old name. A dazzling cultural business card in the International Consumer Center.

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