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南方观察|东莞道滘粽香飘四海,“文旅+”撬动新消费
Sou Hu Cai Jing· 2025-05-16 00:43
Group 1 - Dongguan's Daojiao Town launched the "Zongzi Culture Consumption Festival" themed "Zong is Daojiao Good," featuring over 30 themed activities lasting one month, including dragon boat racing and talent competitions, aimed at boosting consumption through a "food + cultural tourism" model [1][3][18] - Daojiao Zongzi, recognized as a provincial intangible cultural heritage, is driving new industrial dynamics through cultural integration and heritage preservation, with the town implementing targeted strategies to enhance its cultural and economic profile [3][19] Group 2 - The festival attracted large crowds, with over 40 stalls showcasing traditional and innovative Zongzi, highlighting the rich culinary culture of Daojiao, known as a "Chinese Food Town" [7][10] - Popular Zongzi varieties include double yolk salted meat and black truffle fresh meat, with prices ranging from 5 to 10 yuan for standard Zongzi, while high-end options are priced higher [10][12] Group 3 - The festival featured a special area for agricultural cooperation, promoting local Zongzi culture alongside agricultural products, enhancing regional collaboration and expanding the reach of Daojiao Zongzi [12][18] - A Zongzi-making competition showcased local talent, with participants demonstrating their skills in traditional Zongzi preparation, emphasizing the importance of craftsmanship in the industry [12][40] Group 4 - The Daojiao Zongzi industry is transitioning from traditional small workshops to modern production, with companies like Dongguan Wanrui Food Co. gaining popularity for innovative products like black truffle Zongzi [21][23] - Companies are focusing on product innovation and maintaining a balance in production capacity, with some firms reporting stable sales and market share [23][27] Group 5 - The establishment of a cultural museum dedicated to Daojiao Zongzi aims to promote the history and craftsmanship of this traditional food, enhancing its cultural significance and tourist appeal [40][46] - The museum serves as a new cultural landmark, reflecting the historical and cultural aspects of Daojiao Zongzi while ensuring food safety and quality standards [46]