非遗小吃香飘四方 山西襄垣“守艺人”的传承与破圈

Core Viewpoint - The article highlights the successful preservation and modernization of the traditional Shanxi snack "Xiying Guanchang," showcasing how local artisans are adapting to market demands while maintaining cultural heritage [1][3][5]. Group 1: Product Development and Production - "Xiying Guanchang," originally known as "Guanchang," has been recognized as a representative project of intangible cultural heritage in Changzhi City since 2020 [1]. - The production process involves mixing buckwheat flour and wheat flour, which is then shaped and prepared for consumption, resulting in a unique texture that resonates with local tastes [1][5]. - The artisan Zhang Yong invested over 100,000 yuan in 2017 to upgrade production equipment, leading to a daily output of over 10,000 pairs in the off-season and exceeding 30,000 pairs during peak seasons [3][5]. Group 2: Market Expansion and Sales Channels - Zhang Yong has diversified sales channels by offering various packaging options, including bulk for daily consumption and gift boxes for festive occasions, catering to both local consumers and merchants [3][5]. - The product gained popularity at the 2025 Import Expo, emphasizing the importance of cultural storytelling through packaging, which enhances consumer connection to the product [5]. - The rise of short video platforms has enabled Zhang Yong to reach a broader audience, with over 1,000 online orders within 20 days of launching live-stream sales, extending the product's reach to regions like Beijing, Guangdong, and Hainan [5][7]. Group 3: Support and Future Plans - Local government support has been crucial in promoting the industrialization of traditional cuisine, providing resources and opportunities for participation in food exhibitions and markets [5][7]. - Zhang Yong plans to further invest in production capacity to ensure that more people can experience the flavors of Xiangyuan and to promote the traditional craft on a larger scale [7].