In Xinhe Township, Tonglu County, colorful noodles are hung on the drying rack like a waterfall, telling the "story of a noodle"; In the Taizhu street of Yuhang, the flute sound is endless, and the flute has already been transmitted abroad......
Last year, the Ministry of Culture and Tourism, the Ministry of Human Resources and Social Security, and the National Rural Revitalization Administration jointly selected 66 "Typical Cases of Intangible Cultural Heritage Workshops", and the Tonglu Xinhe Somian Intangible Cultural Heritage Workshop and the Yuhang Zhongtai Bamboo Flute Intangible Cultural Heritage Workshop were successfully selected.
In Hangzhou, there are intangible cultural heritage workshops of all sizes and with their own characteristics, which fully absorb the "nutrients" of the excellent traditional Chinese culture, rely on representative intangible cultural heritage projects or traditional handicrafts, and carry out production, training, display, sales and other activities, which not only promote the protection and inheritance of intangible cultural heritage, but also drive employment and income, promote common prosperity, and become a bright color of the humanistic economy in the new era.
A noodle walks into 10,000 homes
The villagers' pockets bulged
"The elderly and children like to eat this noodle very much, and it tastes good to make bibimbap noodles with this noodle!" In March this year, Xinhesuo noodles were put on the shelves of Hangzhou Hema Fresh Supermarket, winning praise from consumers, and the average daily sales remained above 300 copies.
Xinhe soodle has been inherited in Xinhe Township, Tonglu County for thousands of years, and many farmers in the township are engaged in the processing and production of somen noodles. However, for a long time, the "small, weak and scattered" of family workshops has plagued the development of Suomian. In 2022, the Xinhe Township Government will invest more than 400 yuan to build the old auditorium in Yinkeng Village into an intangible cultural heritage workshop for Suomian Village, explore the "1+6+N" model, and strive to make Xinhe Suomian bigger and stronger.
The so-called "1+6+N" model is 1 somen factory, 6 intangible cultural heritage workshops, and radiation drives N family intangible cultural heritage workshops. This "enterprise + workshop + farmer" model has allowed Xinhesuo noodles to have a unified production standard, unified raw materials, unified packaging and unified sales, which ensures the quality of the product, and also realizes the scale, which greatly enhances the recognition and competitiveness of the market.
At the same time, it has also continued to innovate in the category of somen noodles, developed the deep processing industry of somen noodles, improved the production process of somen noodles, and successfully launched innovative products such as red yeast rice noodles. In order to let "Xinhe Suomian enter the city", in terms of brand promotion, the intangible cultural heritage workshop has also been creative: it has registered the regional trademark of "Xinhesuo Mian"; Designed an eye-catching LOGO for unified use in retail, wholesale and chain stores; opened a new Hesuo noodle restaurant; Cooperate with supermarket stores such as Hema Fresh and Century Lianhua to achieve online full-platform sales.
"In the past, not many people bought it, and the processed noodles were mainly eaten by themselves. But now it's different, there are customers all over the country, and the color of the noodles has increased from white to red, green, and orange...... The more flavors there are, the richer the colors, and the better the sales. Villager Yang Xiuying sighed while drying noodles: "This was something that I couldn't have imagined in the past." ”
The intangible cultural heritage workshop has brought tangible income to the local people. According to statistics, there are more than 450 households and more than 1,000 people in Xinhe Township engaged in the processing, production, sales and related industries of the cable, and the sales scale of the Xinhe noodles has exceeded 1,000 tons, and the average annual income of the noodles has increased by more than 36,000 yuan.
In addition to the development of production, the production process of Xinhe soodle noodles is also being integrated with local rural tourism. Chen Shaoxia, Secretary of the Party Committee of Xinhe Township, said: "The production and drying of somen noodles is a very beautiful rural tourism landscape, and the inheritors must be able to make noodles and talk about them, so we regularly convene the training of the inheritors of somen noodles, so that they can become participants in rural tourism, not only sell noodles to make money, but also increase income by receiving tourists to explain, and ultimately let the people's pockets bulge." ”
A bamboo flute shook all directions
Occupy eighty percent of the global market
Zhongtai Bamboo Flute Intangible Cultural Heritage Workshop is located in Bauhinia Village, Zhongtai Street, Yuhang District. In this well-known "hometown of Chinese bamboo flutes", the intangible cultural heritage workshop relies on the provincial intangible cultural heritage project "Sino-Thai bamboo flute making skills", and adopts the model of "intangible cultural heritage workshop + inheritor + association" to inherit intangible cultural heritage skills and help rural development.
To inherit and develop, there must first be "people". At present, the intangible cultural heritage workshop has gathered a number of provincial and municipal intangible cultural heritage inheritors such as Dong Zhongbin, Dong Xuehua, Huang Weidong, Ding Zhigang, etc., who are all local flute makers and industry leaders. A bamboo flute, seemingly simple, is a condensation of skills, which has to go through more than 70 processes. Huang Weidong, the intangible inheritor of bamboo flute making skills, has been making flutes for nearly 40 years, although his company has more than a dozen workers, but he personally participated in several core links such as material selection, timing, and sound calibration. These intangible cultural heritage inheritors not only inherit skills, but also inherit ingenuity.
Under the leadership of the older generation of artists, a group of "second generation flutes" are also thriving in the intangible cultural heritage workshop. These young people not only inherit the traditional craftsmanship of bamboo flute making, but also embrace the market with a more open attitude. Shi Feiyun, the second generation of flute, returned to his hometown to start a business after graduating from university, and he used Internet thinking to reform the sales model of bamboo flute, and promoted the diversified marketing of bamboo flute products by creating an interactive sharing platform for bamboo flute, developing bamboo flute cultural and creative products, and carrying out live performance teaching online. Like Shi Feiyun, the "second generation of flutes" who returned to their hometowns to start a business, there are more than 30 Zhongtai streets, and they have injected new vitality into the bamboo flute industry in Bauhinia Village.
Skills training is the core to ensure the quality of bamboo flutes. Every year, China and Thailand hold a bamboo flute making competition, and the fierce competition prompts the flute makers to continuously improve their skills, and also makes the quality of the bamboo flute in China and Thailand continue to improve. Every month, bamboo flute makers give lectures to share and discuss the experience and problems in the bamboo flute making process to improve their overall production skills. Since 2022, the Intangible Cultural Heritage Workshop has carried out dozens of relevant skills trainings and more than 300 online and offline free performance teaching trainings.
In recent years, the creation of tourism products such as the Chinese bamboo flute art summer camp and the Sino-Thai bamboo flute "water concert" has added icing on the cake to the Sino-Thai bamboo flute, which has not only driven the employment of rural flute artists and surplus labor, promoted the income of local people, and broadened the road to prosperity, but also expanded cultural consumption, activated all-for-one tourism, and prospered the urban and rural economy.
Today, Hangzhou Yuhang Zhongtai Street has become China's largest bamboo flute production base, with an annual output of more than 2 million medium and high-end flutes, more than 85% of the bamboo flute market at home and abroad, and an annual output value of 350 million yuan.
Chen Xiaoping, Secretary of the Party Working Committee of Zhongtai Street, said that in the future, Zhongtai bamboo flute will continue to be based on characteristic industries, especially around "planting bamboo, making flutes, selling flutes, and performing flutes", so that Bauhinia Village is not only the production center of bamboo flutes, but also the research and development center of innovative products and the dissemination center of flute culture, and strive to build a demonstration place for the integration of agriculture, culture and tourism, and a model for common prosperity.
Cultural micro
Intangible cultural heritage and rural economy collide with wonderful sparks
The typical cases of the two intangible cultural heritage workshops present the fact that in Hangzhou, intangible cultural heritage is boosting the development of the human economy and promoting rural revitalization with unprecedented power.
As the crystallization of human wisdom and the precipitation of culture, intangible cultural heritage contains profound humanistic connotations. It is not only the inheritance of skills and traditions, but also the spiritual link between the past, the present and the future. When intangible cultural heritage is combined with the rural economy, it collides with wonderful sparks.
On the one hand, intangible cultural heritage has injected a unique charm into the rural economy. Those distinctive intangible cultural heritage items, with their irreproducible cultural attributes, have become an important factor to attract people's attention and consumption. For example, the history of the new Hesuo noodles and the unique craftsmanship are incomparable to ordinary noodles. That bowl of noodles will not only fill your stomach, but also awaken your deep yearning for culture and tradition. This different experience has also become its personalized market competitiveness.
On the other hand, the development of intangible cultural heritage has promoted the innovation of the cultural industry. Intangible cultural heritage provides an endless source of inspiration for creativity and design, and has given birth to many products and services with cultural heritage and market competitiveness. Whether it is the innovative launch of colorful noodles in Xinhesuo noodles or the innovative sales platform of Zhongtai bamboo flute, these innovations have enriched the connotation of related industries, opened up a new path for the inheritance and dissemination of culture, and also allowed more people to understand and love intangible cultural heritage, further expanding the influence of intangible cultural heritage.
Intangible cultural heritage boosts the human economy, which is also reflected in the positive impact on employment and entrepreneurship. It has provided a stage for many people to display their talents and realize their values, cultivated batches of intangible cultural heritage inheritors and practitioners, and promoted the diversification of employment. At the same time, it has also stimulated people's enthusiasm for entrepreneurship, and various business models and projects derived from intangible cultural heritage have sprung up. This is particularly evident in the more than 30 "second generation of flutes" who have returned to their hometowns to start businesses in China and Thailand.
However, in order to give full play to the role of intangible cultural heritage in promoting the human economy, it still requires the continuous efforts of all sectors of society. It is necessary to strengthen the protection and inheritance of intangible cultural heritage to ensure that its source is continuous; It is necessary to increase support for the integration of intangible cultural heritage and the economy, and create a good environment for development; It is also necessary to pay attention to the cultivation of talents, so that intangible cultural heritage can radiate new vitality and vitality in the new era.
In short, intangible cultural heritage is a powerful driving force for the development of the human economy. We should attach great importance to the value of intangible cultural heritage, and actively explore its deep integration with the economy, so that intangible cultural heritage can shine more brilliantly on the road of helping the humanistic economy.
Source: Hangzhou Daily
Reporter: Jiang Xiong