This winter, a large number of foreign tourists "flocked" into the Northeast, and felt a different kind of "hi" in the "Northeast Winter". There are also authentic Northeast dishes such as iron pot stew, sauerkraut stewed blood sausage, and sauerkraut stewed vermicelli.
Sauerkraut, a must-have dish for the Chinese New Year's Eve dinner of northeasterners and a must-have dish for tourists from all over the world to travel to the northeast, takes advantage of the "east wind" of cultural tourism fever to usher in new development opportunities. Among all kinds of sauerkraut, Northeast sauerkraut accounts for about half of the sauerkraut market in China. In Xinmin City, which is subordinate to Shenyang City, the main sauerkraut producing area in Northeast China, the annual production value of sauerkraut is about 1.2 billion yuan.
Xinhua Vision" reporters visited restaurants, farmers, sauerkraut processing enterprises, etc., to explore the code of sauerkraut popularity.
Northeast sauerkraut is on fire.
On Chinese New Year's Eve, many restaurants in Shenyang prepared Chinese New Year's Eve dinners with local characteristics for tourists coming to Shenyang. According to the staff of Shangri-La Hotel, Shenyang, the hotel has carefully prepared a blood sauerkraut pot stewed with sauerkraut with free-range pork, blood sausage, stick bones and oyster locusts as a special main dish.
When night falls, the Shanhetun Iron Pot Stew Shop in Tiexi District, Shenyang City is hard to find, and the Northeast cuisine with large portions, good tastes and many patterns is welcomed by many foreign tourists, and the southern accent in the store is endless. "Come and try the iron pot stewed goose in the Northeast, it is said on the Internet that it is authentic to add sauerkraut and pork ribs. Ding Guorui, a tourist from Guangxi, told reporters.
When many foreign tourists like Ding Guorui experience the specialties of Northeast China, they don't forget to look at the "original ecology" of sauerkraut.
Walking into the small riverside morning market in Shenhe District, Shenyang City, ** is like a tide, and tourists need to turn sideways to squeeze through the stalls. In the cold morning air, they gathered in front of the stalls selling pig-killing vegetables, ready to taste this hot Northeast "hard dish". In a large iron pot, sauerkraut, big bones and other ingredients are poured into it and stewed, and the overflowing aroma makes people salivate.
This is the first time I have eaten northern sauerkraut, and the taste is really good. Deng Bin, a Sichuan native who came to Shenyang for tourism, held a pig-killing dish in one hand and took a photo with his mobile phone in the other. The stall owner told reporters that most of the tourists who have come to "check in" in recent days are outsiders.
On February 7, Mr. Wang's family, who came to Shenyang from Hangzhou, tasted the stewed goose in the iron pot stew restaurant in Shanhetun Iron Pot Stew in Hunnan District, Shenyang City. Photo by Xinhua News Agency reporter Pan Yulong.
The sauerkraut that often appears as an adjunct for stews is refreshing and greasy, which is suitable for consumption scenes where many people gather. According to the region, the types of sauerkraut can be roughly divided into Northeast sauerkraut, Sichuan sauerkraut, Guizhou sauerkraut, etc., and the sauerkraut technology and taste in different regions are different. Among them, Northeast sauerkraut mostly uses autumn cabbage as raw materials, accounting for about half of the sauerkraut market in China.
As the ice and snow scenery and traditional food of Northeast China enter more people's field of vision, many outsiders choose to place orders on e-commerce platforms to buy Northeast New Year goods and experience the flavor of Northeast China.
According to the sales data of an e-commerce platform for this year's "New Year's Festival" (January 13 to 28), the sales volume of sauerkraut in Northeast China increased by more than 10 times year-on-year.
Local cuisine is out of the circle.
It's no accident that a little sauerkraut is on fire. In order for local specialties to "break through" and become famous, it is inseparable from "building momentum according to the times" and "taking advantage of the momentum".
The "east wind" of cultural tourism heats up local specialties. The "cultural tourism fever" has attracted more outsiders to enter and understand the Northeast, and the attention of local cuisine has also risen. According to data from the Meituan platform, this winter, the consumption scale of the two major categories of Northeast cuisine and Northeast barbecue in the three northeastern provinces has achieved a significant year-on-year increase.
Enjoy anytime, innovate ways to eat. With the improvement of food processing technology, sauerkraut, which used to be pickled by hand in winter, has now become a "seasonal dish" that can be enjoyed at any time.
In order to take care of the taste of southern tourists, many Northeast restaurants have launched a variety of sauerkraut eating methods. For example, cutting the blood sausage into thick slices and rolling the sauerkraut into flowers for decoration, turning it into a "high-end afternoon tea" in the Northeast, which made many netizens sigh: "I didn't recognize it as sauerkraut after watching it 3 times." ”
The e-commerce platform accelerates the sauerkraut "breaking the circle to go to sea". Huang Xiqing, an "old Shenyang man" who settled in Australia, was pleasantly surprised when he recently talked to his relatives in China that he could also buy authentic Northeast sauerkraut in Australia.
Wu Yaobo, manager of Xinmin Agricultural Products of Heilongjiang Cuihua Group, said that with the help of cross-border e-commerce platforms, the company has sold sauerkraut to Japan, Australia and the United States; Foreign companies can use overseas e-commerce to place direct orders and check the production progress of sauerkraut at any time, so that they can buy and eat with peace of mind.
On February 6, in a supermarket in Heping District, Shenyang City, the merchant ** sauerkraut. Photo by Xinhua News Agency reporter Pan Yulong.
The lactic acid bacteria rich in Northeast sauerkraut can effectively inhibit the colonization of pathogenic bacteria, play a role in intestinal immunity and cholesterol reduction; During the fermentation process of vegetables, the content and types of nutrients such as vitamins and amino acids will also increase. Chen Huizhong, director of the Nutrition and Food Hygiene Institute of the Shenyang Center for Disease Control and Prevention, said.
Industry experts say that sauerkraut contains nitrite, but as long as the content does not exceed the national standard, and it is not a long-term and large intake, it generally does not have an impact on health.
To continue to be stronger, we need to pay attention to the brand and industrial chain.
To continue to expand and strengthen the sauerkraut industry, we must also work hard from the level of building brands, replenishing chains, and developing business formats.
Xinmin City is the main production area of sauerkraut in Northeast China, where there are 69 sauerkraut production enterprises with Chinese cabbage as raw materials, with a total annual output of about 7500 million catties, with an annual GDP of about 1.2 billion yuan.
Today, Xinmin City has high-quality brands such as "Cuihua Sauerkraut", "Liu Er Sauerkraut" and "Shengdi Sauerkraut", the added value of the industry has been improved, and the people's pockets have also bulged.
On the production line of Heilongjiang Cuihua Group's Xinmin Agricultural Products, employees are processing sauerkraut. Photo by Xinhua News Agency reporter Chen Wei.
The reporter interviewed and found that as far as the sauerkraut track is concerned, because the industry threshold is not high, there are many production and processing enterprises, most of which are small in scale, weak in anti-risk ability, and low in product positioning.
How to continue to make local "specialties" bigger? Ping Jian, a professor at the Party School of the Liaoning Provincial Committee of the Communist Party of China, believes that the local government should do a good job in the standardized management of the sauerkraut industry and the process control of the production process, replace the "corporate brand" with the "regional brand", form a large-scale effect, and establish a good reputation.
In Xinmin City, this idea is being put into practice. Li Hongtao, Secretary of the Party Committee of Damintun Town, Xinmin City, said that in order to improve the added value of cabbage, Xinmin City plans to take the lead in setting up a sauerkraut industrial park, integrating the construction of pickling bases, processing parks, and sauerkraut food incubation centers.
Erbin's out of the circle allows us to see the power of social communication. The development of local excellent products should also break the traditional sales model, one is to cooperate with membership supermarkets or chain fresh supermarkets to meet the 'hoarding' consumer demand;the second is to use e-commerce platforms and social networks to anchor potential customers and carry out online sales; The third is to cooperate with the head anchor to improve the publicity and sales of products. Ping Jian said.
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