“Food is the first priority for the people”, and Chinese people have always had a special liking for eating. Swimming in the water, running on the ground, flying in the sky, there is nothing that the Chinese cannot talk about. But, can intangible cultural heritage be eaten? The currently popular "Delicious Intangible Cultural Heritage" tells the audience that not only can intangible cultural heritage be eaten, but it also has its own characteristics and stories.
On September 14th, produced by Douyin, exclusively named by Xianghe Cake Shop, and supported by industry sponsor partner Libai Boutique Qingti Jasmine Dishwasher Detergent, the intangible cultural heritage created by the team of "I Repair Cultural Relics in the Forbidden City" director Xiao Han The food inheritance documentary "Delicious Intangible Cultural Heritage" was officially launched. In it, Zhang Xincheng and Zhou Xiaonao formed intangible cultural heritage food friends and started a journey of exploring intangible cultural heritage food in Tianjin and Guangzhou.
The new combination of Zhang Xincheng and Zhou Xiaonao explores the touching stories behind intangible cultural heritage food
In the list of intangible cultural heritage announced by the country, there is a special category - dietary intangible cultural heritage. What are the characteristics of the delicacies selected as intangible cultural heritage? What are the cultural connotations behind it? How to make an intangible cultural heritage delicacy? With these questions in mind, actor Zhang Xincheng and Douyin anchor Zhou Xiaonao formed a foodie group. Taking the twelve o'clock as the main line, they went to Tianjin and Guangzhou, one north and one south, to experience the city's fireworks, taste 12 intangible cultural heritage delicacies, and interact with each other. Inheritors of intangible cultural heritage talk about the touching stories behind delicious food.
It is reported that in the next program, Zhang Xincheng and Zhou Xiaonao will continue their 12-hour check-in tour, visit Xianghe Cake Shop, ask for tips on making "amazing Chinese dim sum", and explore raw porridge, squab , roasted pig, ginger-buried milk, bamboo noodles, auntie noodles, tea glutinous rice balls, Hangu eight big buns, Wangkou Diaolu sesame cakes and other intangible cultural heritage delicacies, dig into the vivid stories of each inheritor, and the exciting content is not to be missed. At the same time, the day after each main episode of the program is released, the extra chapters are seamlessly connected, more details of intangible cultural heritage delicacies are revealed, and surprises are constantly updated.
Preserve the intangible cultural heritage on the tip of the tongue, renovate and inherit the traditional food culture
China's food culture has a long history, and the intangible cultural heritage food is an important part of the Chinese food culture. However, as fast food occupies the streets and alleys, fancy marketing seizes the passenger flow era, the inheritance of intangible cultural heritage food is challenged by the new consumption context. How to retain the intangible cultural heritage on the tip of the tongue and revitalize "time-honored brands" is a topic that many people are concerned about. Douyin's "2023 Intangible Cultural Heritage Data Report" shows that as of May 2023, there are an average of 19,000 intangible cultural heritage live broadcasts on Douyin every day, and an average of 13 intangible cultural heritage content is broadcast every minute. Data shows that short video platforms have become an important stage for disseminating intangible cultural heritage.
In terms of the theme of the documentary content, "Delicious Intangible Cultural Heritage" truly tells 12 stories of intangible cultural heritage. The delicious food full of pyrotechnics dilutes the sense of distance in the craft itself, and uses warm humanistic stories as an emotional connection. The three are perfect. The integration and highlighted slow life state allow the fast-paced and hard-working public to re-experience the sense of life and happiness brought by the small things around them. While arousing the emotional resonance of the public, the film naturally stimulates the audience's multi-dimensional discussion on food, life and the renewal and inheritance of intangible cultural heritage. Under the general trend of resurgence of traditional national culture, "Delicious Intangible Cultural Heritage" truly gives the value and significance of integrating intangible cultural heritage skills into modern life.
In addition, from the perspective of production, it breaks through the production paradigm of general food programs, is close to the communication ideas of young people, and builds a bridge for intangible cultural heritage food to reach young audiences. In the new consumption era, young consumers dominate the world, and we must follow this point to make traditional intangible cultural heritage food "alive". On the one hand, the "dry rice culture" is booming, and young people's interest in eating is visible to the naked eye; on the other hand, there is a call for the renewal and inheritance of traditional culture, and young people have never been left behind. "Delicious Intangible Cultural Heritage" targets this audience group, presents intangible cultural heritage food in a way that interests them, and inherits it through taste, observation, discussion, and experience, giving "time-honored brands" a new spring.
Starting from September 14th, every Tuesday and Thursday at 12:30 noon, "Delicious Intangible Cultural Heritage" will premiere on Douyin, Douyin Express Edition, Douyin Volcano Edition, Toutiao, Xigua Video, and Fresh Times TV. out. More intangible cultural heritage food stories are waiting for you!
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