To love food is to love life.
At the end of the Ming Dynasty and the beginning of the Qing Dynasty, Nie Huang, a native of Zhejiang, wrote a book of "Sea Mistake Map", which drew 336 kinds of creatures that he saw and heard with his own eyes and ears along the coast of China in this atlas, which can be called an illustrated book of ancient marine life.
Interestingly, this folk painter and super seafood expert also wrote down the taste and cooking methods of the sea creatures he saw in the book, and drew the appearance of "ingredients", so the "Sea Mistake Map" was excavated into a food map.
Later, a popular science blogger wrote "Notes on the Sea Mistake Diagram" after 9 years of research, which became a phenomenal work in the popular science field as soon as it was published. When the book describes how barnacles are eaten, it's really mouth-watering: "Okay, you barnacles just sit on the reef and don't move, I'll make a fire and roast the reef." The shell that had been burned by the fire came down as soon as it was broken, and as soon as the fingers were topped and the mouth was sucked, the bubbling flesh rolled to the tongue. There is no need to add salt, and the seawater in the meat is the seasoning. The delicate and vivid writing shows that the "dry rice man" cultivates the "dry rice soul". Traveling in such a colorful world of aquatic products will reap the double satisfaction of taste and vision.
Flipping through the seafood delicacies in "Sea Mistake Map", the more I look at it, the more hungry I become, the seafood and lake fresh food I have eaten are recalled in my mind, and I even feel that the ones I have eaten in the past are too inferior, and I have a grand ambition in my heart: one day, I will eat it along the "Sea Mistake Map"!
Later, I learned that many seafood restaurants in coastal cities now include the food in "Sea Mistake Map" in their menus to attract customers. Yes, it's delicious, it's history, and it's hard not to think about it!Nie Huang's footprints have spread all over Zhejiang, Fujian, Hainan, Hebei, Tianjin and other coastal areas, and "Sea Mistake Map" provides these cities with a "catering + cultural creativity" What a wonderful and new big IP!
And the food pushed to a new realm, is the famous Qing Dynasty poet and gourmand Yuan Min, whose book "Suiyuan Food List" can be called the encyclopedia of Chinese food culture, the pursuit of Chinese "not tired of eating, not tired of fine" in the book to the extreme, let you from a cup of tea, a cup of wine, a meal to understand the meaning of life. Many restaurants and restaurants in the south of the Yangtze River can often see the dishes in the "Suiyuan Food List", and the Suiyuan cake group located in Nanjing is still the favorite of many gourmets after a hundred years.
And Yuan Mei's "Five Uniques of Crab Eating" adds a lot of points to the crab industry in the south of the Yangtze River: "The cold dew and frost are full of freshness, and the stove is full of wine." Regardless of the sun and moon hidden in the shell, in exchange for the poet's fame. "Food and poetry go hand in hand, and the impact is far-reaching.
The autumn breeze rises, and the crab feet itch", crab eating is a grand event in the catering industry in Jiangnan. Farmers raise crabs, businessmen sell crabs, and everyone eats crabs, and the hairy crabs in Yangcheng Lake in Suzhou have formed a complete industrial chain. Crab poems and paintings can often be seen at various cultural and food festivals, on the walls of hotels and inns, and even on the packaging of hairy crab gift boxes.
Some people may say that whether it is "The Wrong Picture of the Sea" or "Suiyuan Food List", they are the exquisite life of literati and scholars, and they are too far away from ordinary people. In fact, many of the delicacies recorded in the "Suiyuan Food List" are medicinal diets, and they are also collected from the people. Medicinal diet originated from traditional Chinese diet and traditional Chinese medicine diet culture, and has long been served on the dining table of ordinary people in the north and south of the country.
In the spring of this year, in the pharmaceutical capital of Bozhou, Anhui Province and Hebei Anguo, I found that the people here love medicinal diet and health tea, such as medicinal diet sesame pepper chicken, medicinal peony chicken, Cao Cao fish head, green dendrobium juice, Gongju iced tea, etc.
The five grains are nourishing, the five fruits are helping, the five animals are beneficial, the five vegetables are filled, and the smell is combined to supplement lean qi. Many of the food therapy and health concepts in the Qihuang classic "The Yellow Emperor's Neijing Suwen" have long been turned into the eating habits of the local people, and have become a series of delicacies that strengthen the body and "cure diseases". The medicinal diet eaten and the health tea drunk not only contain profound culture, but also eat another industrial chain - medicinal diet and herbal tea industry. Today, Angola has a total of 76 "medicine and food homology" production enterprises, with an annual output value of 6800 million yuan;There are more than 120 medicinal diet enterprises in Bozhou, with an annual output value of about 2 billion yuan.
Taking Bozhou authentic medicinal material Bobai peony as an example, in May every year, when the peony flowers of thousands of acres in Bozhou bloom, the continuous sea of flowers formed by the peony flowers that can be appreciable, edible and medicated becomes the landscape for tourists to check in, just like Yuan Mei's "Spring Breeze" shows: "The spring breeze is like a distinguished guest, and it will be prosperous as soon as it arrives." Come to sweep the snow of thousands of mountains and return to the flowers of all countries. ”
Chinese classics are vast, and there are not only "Sea Mistake Map", "Suiyuan Food List" and "Yellow Emperor's Neijing" that can be discovered for food IP. There is a cloud in the "Classic of Mountains and Seas No. 1 Nanshan Classic": "There is grass, its shape is like a leek and Qinghua, its name is called Zhu Yu, and the food is not hungry." "In other words, this grass, which has green flowers like a leek, does not feel hungry if you eat it. Maybe in the future, some businesses will be inspired by this and name a healthy food with "Zhu Yu"!
The food in the classics contains a big culture and a big market. It is really a beautiful thing to find IP ideas, eat the cultural taste of classics, and empower the current food industry. (This article**: Economy** Author: Li Jialin).
*:Economy**.