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Taiwan's leisure agriculture is famous all over the world, and cases such as Flying Cow Ranch and Qingjing Farm are even more fabulous. In fact,
is not only leisure agriculture, but Taiwan’s rural tourism development model is also commendable. Without large-scale hardware investment, they can only rely on cultural creativity to drive industrial rejuvenation and enable traditional villages to achieve "Diaosi counterattack".
Today, we will use a case of a traditional rice-growing production area that has become a global tourist destination in seconds to explore the secret of the success of rural tourism in Taiwan.
At the moment when domestic rural tourism construction "emphasizes construction and neglect operation; emphasizes hardware but neglects culture; emphasizes tradition and neglects creativity", this case may bring us many thoughts.
Chihshang Township, Taitung County, Taiwan, is a traditional rice-producing area. During the Japanese Occupation era, it was used to pay tribute to the Emperor of Japan, so it was also called "Emperor Rice."
People who have been to Taiwan will have heard of "Chishang Rice" and "Chishang Bento". "Chihshang Bento" has been famous in Taiwan since the 1950s for its unique aroma and taste and its wooden lunch boxes. "Chihshang Rice" is a famous organic rice brand popular in Taiwan.
But for a long time, the rice here has been distributed to various places through "rice dealers". Although Chishang rice is very famous outside, it is expensive. But the prices sold by local rice farmers to middlemen are not high.
Later, they thought that the best way to increase their profits is to "from the field to the table", bypassing the middlemen, and allowing consumers to taste the real Ikegami rice directly. To achieve this goal, the first thing to do is to let consumers come to Chishang and establish a strong link with the country of origin.
At that time, Chishang Township, although the scenery was pretty good, but there were no other industries except rice, and it was far away from the main city and inconvenient transportation. If
wants to attract city people to come here, it must create a unique strong IP and amplify it through the voice of the media. Later, with the help of Taiwan's charity organizations, a series of local attempts were made.
Before the autumn harvest in 2009, they invited the piano prince Chen Guanyu to a piano recital on the golden rice field. This extremely visually impactful picture of
makes everyone discover that the original Taiwanese townships can have such a unique stage. This picture also jumped onto the website of the international media Time Magazine, causing a sensation across Taiwan. This attempt by
also made the locals deeply realize that combining the beautiful scenery and the local humanistic characteristics to let the culture shine and shine in the township is a possible dream.
After this, more and more Taiwanese cultural, entertainment, and fashion professionals have come here, on the one hand, staying in the countryside to experience the pastoral life, on the other hand, they are also actively participating in the discussion and implementation of Ikegami activities.
Slowly, "Ikegami Autumn Harvest Concert" has become a repertoire, with different artists coming to perform every year.
"Ikegami Autumn Harvest Concert" is located in the endless rice field beside Brown Avenue, the golden rice ear stage, the national concert hall grade group performance, the most harmonious and stunning impact of man and nature, bringing visitors eyeballs and ears And the infinite shock of the soul.
In 2012, the Chishang Autumn Harvest Music Festival invited "Yourenshen Drums" to perform, setting a record for the number of participants in Chishang. In 2013, "Cloud Gate Dance Theatre" Lin Huaimin took Chishang as his inspiration and created his latest works to be performed in the rice fields of Chishang, making Chishang a popular town in Taiwan and even internationally. The success of
"Ikegami Autumn Harvest Music Festival" has inspired everyone. But the annual festival is far from enough to drive the sustainable development of local tourism. After discussion,
later developed the "Four Seasons Activities" that compounded Chishang’s traditional farming routines, allowing visitors to come to Chishang multiple times a year to enjoy the scenery of the four seasons, experience life in different seasons, and even stay in Chishang. Discover the enthusiasm and humanity of Chishang residents.
For example, the "Chishang Spring Plowing Picnic Festival" invites everyone to come to the grass by the Dapo Pool, eat rice snacks, use the lake as a stage, enjoy the performance of the orchestra, and spend a relaxing afternoon.
"Chishang Summer Rice Hometown Banquet" will host various cooking and cooking competitions, combining the craftsmanship of Chishang mothers and the creativity of five-star hotel chefs.Run a distinctive feature "table".
"Chishang Winter Collection" is mainly based on "Artist Residency". The artist resides in the village with infinite possibilities. You can learn from the residents of Chishang and appreciate each other's attitudes towards life, allowing the artists to deeply appreciate the beauty of the town and the residents of Chishang to experience the creativity of the artists. The arrival of these artists
not only created a lot of cultural and creative elements in the countryside, helped to build and promote the village, but also taught residents how to do cultural and creative work, how to understand and deal with the people in the city.
Chishang is not only very careful in creating IP, but also very good at using hot events to promote himself.
Because there are large green rice fields here, the scenery is beautiful, even in the country trails, you can find different beautiful scenery, so many advertising companies will choose to shoot here.
In 2013, the famous movie star Takeshi Kaneshiro came here to shoot an advertisement. After the TV broadcast, many tourists came here admiring the beautiful scenery, and even renamed the "Heaven Road" where Takeshi Kaneshiro had cycled. Under the tree where Takeshi Kaneshiro sits while drinking tea in the advertisement has also become a popular spot for many tourists to imitate taking pictures.
It is worth mentioning that the rice field scenery in Chishang is very pure, without the interference of a telephone pole. This is also the foresight of the local government. At the beginning of the planning, all local telephone poles were placed at the foot of the mountain, creating a green paradise road without telephone poles. The beautiful landscape attracted countless tourists to come and watch.
Of course, attracting tourists is only the first step, to truly make tourists sticky and transform it into commercial consumption, but also the creativity of rice itself.
Ikegami has developed a series of specialty derivatives, such as rice cakes and rice ice cream. For the wedding banquet market, we launched metal urns, small wooden barrels, handbags and cloth-wrapped wedding rice.
At the same time, rice processing and the rice culture behind it can also be shaped into attractions to attract children's eyes.
Chihshang Township Rice Mill has a long history, but after technological improvement, it is still the most advanced rice mill in Taiwan and the first rice tourist factory in Taiwan.
Visitors can personally participate in the professional rice milling process in the factory and experience various rice culture and farming activities such as DIY popcorn and rice crackers.
In Chishang Township, there is a rice bag cultural story hall. There are exhibition areas such as historical and cultural area, farmland and agricultural tools area, rice culture area, Chishang rice bag area and ancient breakfast bag area. The most unique thing about
is that there are two train restaurants outside the story hall. While enjoying the food in the story hall, people can also relive the story of the rice bag.
Now, driven by the cultural and creative industry, Chishang Township not only sells its rice directly to the people in the city, but also achieves a high premium for agricultural products. More importantly, it has also become a trendy destination for tourists from Taiwan and the world.
Author: Xu knife
Source: See suzerain
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