非物质文化遗产是中华优秀传统文化的重要组成部分，是中华文明绵延传承的生动见证。神州大地，非 遗众多。马年春节之际，各地举办丰富多样的民俗活动，非遗庆新春，年味别样浓。 以初心守艺，匠人们传承祖辈智慧，让古老技艺在当代生活中展现蓬勃气象；以非遗为媒，人们在热闹 景致中触摸文化根脉，让年俗里的文脉基因代代相传。这些瑰宝，既是时光馈赠的文化积淀，亦是焕新 年味的精神密码，为团圆佳节注入独有的文化温度与时代光彩。 ——编 者 山东威海胶东花饽饽 面花缤纷映新春 本报记者 王 沛 面团在巧手中翻卷揉捏，转眼化作龙盘福桃、鹊登梅枝，在山东威海胶东花饽饽习俗省级非物质文化遗 产代表性传承人、山东省技术能手林荣涛的工作室里，蒸屉层层叠叠，齐鲁大地的年味儿因这缕面香愈 发浓郁。 醒发完成，一件件花饽饽被精心移入蒸屉，灶台升腾起白雾。"起锅喽！"随着一声呼喊，锅盖揭 开，"哧——"的一声，蒸汽破笼而出，热气氤氲中，花饽饽们个个饱满。 花饽饽源自民间，其制作技艺至今已有1000多年的历史。山东的花饽饽以胶东半岛和鲁西南地区为代 表，形成了风格对比鲜明的两大体系。每逢传统节日、各类喜事，一锅热气腾腾的花饽饽必会被端上餐 桌、祭台，春 ...

非物质文化遗产是中华优秀传统文化的重要组成部分，是中华文明绵延传承的生动见证。神州大地，非 遗众多。马年春节之际，各地举办丰富多样的民俗活动，非遗庆新春，年味别样浓。 以初心守艺，匠人们传承祖辈智慧，让古老技艺在当代生活中展现蓬勃气象；以非遗为媒，人们在热闹 景致中触摸文化根脉，让年俗里的文脉基因代代相传。这些瑰宝，既是时光馈赠的文化积淀，亦是焕新 年味的精神密码，为团圆佳节注入独有的文化温度与时代光彩。 —— 编 者 山东威海胶东花饽饽 面花缤纷映新春 本报记者 王沛 面团在巧手中翻卷揉捏，转眼化作龙盘福桃、鹊登梅枝，在山东威海胶东花饽饽习俗省级非物质文化遗 产代表性传承人、山东省技术能手林荣涛的工作室里，蒸屉层层叠叠，齐鲁大地的年味儿因这缕面香愈 发浓郁。 醒发完成，一件件花饽饽被精心移入蒸屉，灶台升腾起白雾。"起锅喽！"随着一声呼喊，锅盖揭 开，"哧——"的一声，蒸汽破笼而出，热气氤氲中，花饽饽们个个饱满。 花饽饽源自民间，其制作技艺至今已有1000多年的历史。山东的花饽饽以胶东半岛和鲁西南地区为代 表，形成了风格对比鲜明的两大体系。每逢传统节日、各类喜事，一锅热气腾腾的花饽饽必会被端上餐 桌、祭台，春 ...

Core Viewpoint - The "Qilu Grain and Oil" promotion event in Kunming marks a significant step towards enhancing cooperation between Shandong and Yunnan provinces in the grain industry, with over 70 key grain and oil enterprises participating to explore collaborative opportunities [1][3]. Group 1: Event Overview - The event was organized by the Shandong Provincial Grain and Material Reserve Bureau, with strong support from the Yunnan Provincial Grain and Material Reserve Bureau [1]. - The event included a strategic cooperation agreement signing between the grain and material reserve departments of both provinces, laying a solid foundation for future collaboration [9]. Group 2: Industry Insights - Shandong has maintained a grain production total of over 110 billion jin (approximately 55 million tons) for five consecutive years, with an annual circulation exceeding 160 million tons [3]. - The total output value of Shandong's grain and oil industry has surpassed 500 billion yuan (approximately 70 billion USD) for four consecutive years, ranking first in the country [3]. - Yunnan has a significant grain consumption market with an average annual consumption of about 25 million tons, highlighting its potential for high-quality grain and oil products [5]. Group 3: Collaborative Opportunities - The event showcased various Shandong specialty products, including staple foods, flour, and edible oils, emphasizing the strength of the "Qilu Grain and Oil" brand [7]. - There is a mutual interest in exploring new cooperation models in grain production and sales collaboration, storage logistics, and deep processing between the two provinces [5][9]. - Future initiatives will include expanding the "Qilu Grain and Oil" campaign nationwide to connect more high-quality Shandong grain and oil products with consumers [11].

Core Viewpoint - The Shandong province is focusing on high-quality development of its grain industry by promoting the "Qilu Grain and Oil" public brand, which has been recognized as a leading public brand in China with a brand value of 92.1 billion yuan [1]. Group 1: Brand Development - The "Qilu Grain and Oil" public brand has been integrated into important provincial government documents, establishing a three-tier brand pyramid structure that includes one provincial public brand, multiple regional specialty products, and various industry operators [1]. - Six city-level public brands with regional characteristics have emerged, including "Grain and Oil Golden Triangle," "Yimeng Peanut Oil," "Five-Star De Grain," "Jiaodong Flower Cake," "Qingdao Flour," and "Shandong Pancake" [1]. - The establishment of the Shandong Grain and Oil Industry Alliance, along with a brand research institute and public brand incubation center, provides intellectual support for brand development [1]. Group 2: Marketing and Promotion - A multi-channel promotion strategy has been implemented, integrating online and offline sales channels, with nearly 500 companies participating in the "Good Grain Network" industry internet platform, achieving a transaction volume exceeding 15 billion yuan [2]. - Offline activities include community engagement and inter-provincial cooperation meetings, as well as promotional events in Hong Kong and Singapore to help Shandong's quality grain and oil products reach international markets [2]. - Over 110 brand promotion and exhibition events have been held, resulting in the establishment of more than 30,000 new sales outlets and the expansion of over 20,000 customer relationships, leading to an increase in revenue exceeding 50 billion yuan [2].

Group 1 - The event "2025 Jinan Beautiful Lifestyle Expo and Year-End Auto Show" will take place at the Shungeng International Convention and Exhibition Center in Jinan on December 13-14, featuring a combination of food and luxury cars [1] - The "Good Grain Network," a digital platform for the grain industry in Shandong, will showcase 12 high-quality grain and oil enterprises under the "Qilu Grain and Oil" public brand, offering a variety of premium grain and oil products to the public [3] - The platform aims to facilitate the digital transformation of the grain industry, covering production, purchasing, storage, and sales, and bringing high-quality Shandong grain and oil products directly to consumers [3] Group 2 - The exhibition will feature traditional products such as peanut oil, high-quality flour, and local specialties, as well as innovative health food products like whole grain nutritional powder and dietary fiber products [3] - The "Qilu Grain and Oil" public brand has established a three-tier pyramid structure of brand recognition, consisting of one provincial public brand, six municipal specialty brands, and numerous well-known enterprise brands, and has been recognized as a leading public brand in China's grain and oil sector for seven consecutive years [3] - The brand value of "Qilu Grain and Oil" was assessed at 92.175 billion yuan by the China Brand Promotion Association in 2025, highlighting its growing consumer trust and market presence [3]

Core Insights - The 22nd China International Agricultural Products Trade Fair is being held from October 17 to 19 at the Tianjin National Convention and Exhibition Center, showcasing a variety of agricultural products from Shandong province [2] Group 1: Event Overview - The event features Shandong's 16 cities presenting premium agricultural products, including well-known items such as Wenshan Lake hairy crabs, Laiyang pears, Yellow River rice, Rongcheng kelp, and Yantai sea cucumbers [2] - The exhibition attracted attention from buyers in the Beijing-Tianjin-Hebei region as well as national merchants, highlighting the appeal of Shandong agricultural products [2] Group 2: Branding and Collaboration - The 16 cities have collaborated to promote regional public brands and numerous county-level specialty brands, enhancing the collective strength of "Shandong agricultural products" [2] - This collaboration allows buyers and consumers to experience the aggregated power of Shandong's agricultural offerings [2]