"就是这个味！"丙午马年正月初一早晨，一口香味浓郁的平安面下肚，长期在南京生活、回莆田老家过 年的陈钰哲又尝到了阔别已久的家乡味。 "鲜、香、滑、韧，那种恰到好处的慰藉，感觉一年的辛苦、疲惫都被治愈了！"陈钰哲说。 这样的一碗面，也被称作"妈祖平安面"。据妈祖信俗福建省级非物质文化遗产代表性传承人林自东介 绍，因"面"在莆仙方言中的发音及其丝缕绵长的特点，莆田人习惯将线面称为"长寿面"。渔民出海前， 家人都会给他们煮上一碗线面，以祈求平安归来。随着妈祖信俗以及妈祖"立德、行善、大爱"精神的广 泛传播，渐渐地，沿海百姓就把象征平安的线面称作"妈祖平安面"。在莆田，除了年节，老人庆寿、新 生儿满月等喜事，这碗面都是席上不可或缺的"重头戏"。 乡愁总是藏在每一处细节里。一碗平安面，主料和配料的选择都包含了独特的寓意——荷兰豆，莆仙方 言谐音"幼豆"，象征年轻的生命力；黄花菜，方言俗称"金尖"，寓意出彩拔尖；切条的煎蛋、油炸豆腐 颜色金黄，则代表金玉满堂…… 一箸挑满千丝情。这碗面，寄托了莆田人对新一年的美好期盼和深情祝愿，也是在外游子无法忘却的新 春印记、最眷恋的人间烟火。"无论离家多远，这碗面都是我最幸福的念想之 ...

Core Insights - The "Putian Excellent Products" theme pop-up store has officially launched in Fuzhou, showcasing local products and brands [2] - Over 150 representative companies have joined "Putian Excellent Products," which serves as a concentrated window for displaying Putian's advantageous and characteristic products [3] - The initiative aims to promote high-quality development of local industries through brand ecosystem creation, integration of sports and brands, and talent cultivation via industry-education collaboration [3][6] Group 1: Brand Development - "Putian Excellent Products" has established its first group standard with the release of the "Putian Excellent Products Evaluation General Requirements" in March 2024, enhancing product quality assurance [6] - The initiative has evolved into a comprehensive service platform integrating trade, investment, innovation, and communication, acting as a "booster" and "incubator" for local innovation and entrepreneurship [6] Group 2: Marketing and Promotion - The "Putian Excellent Products" live streaming sessions began on January 31, featuring various themes to promote local specialties, including food and handicrafts [5] - The live streaming platform has successfully showcased local delicacies like Putian braised noodles, which are now available in standardized packaging [5][6] Group 3: Sports Integration - The "All City Hot Competition" basketball league has become a significant platform for promoting local brands, showcasing products through sports events [7][8] - The event has transformed into a means of enhancing corporate culture, product visibility, and inter-company communication, effectively converting audience traffic into brand and consumption growth [8] Group 4: Talent Development - A new e-commerce industry college has been established in collaboration with Putian College, focusing on live streaming e-commerce and digital marketing to support the local shoe and clothing industry [9][10] - The initiative aims to cultivate a new generation of talent proficient in e-commerce and brand marketing, addressing the industry's need for skilled professionals [10]