electra-supply.comOn October 19-20, 2024, the city of Shengzhou in Zhejiang Province hosted the inaugural China (Shengzhou) Snack Culture Festival, alongside the first National Xiaolongbao (soup dumpling) Gathering. With the theme “Flavors of China, Shared with Love,” this event aimed to promote market consumption, showcase Shengzhou’s snack culture, and support the development of the local cultural and tourism industries.
Snacks hold a significant place in Chinese culinary traditions, blending rich historical narratives with regional characteristics. As consumer preferences evolve and diversify, the snack industry is positioned for exciting new growth opportunities.
“The snack industry is a classic segment of Chinese cuisine,” remarked Xing Ying, the President of the World Federation of Chinese Catering Industry. “To rejuvenate this sector, we must thoroughly understand the concepts of ‘local,’ ‘special,’ and ‘product.’ ‘Local’ refers to harnessing the natural and cultural resources of the area while adapting to new market environments and technological conditions through innovative marketing strategies. ‘Special’ emphasizes showcasing regional uniqueness and local charm, enabling products to stand out in the market. Finally, ‘product’ focuses on building an industrial system that encourages cluster effects within the industry.”
According to Qiu Jianyong, the Secretary of the Shengzhou Municipal Committee, “Shengzhou snacks carry a thousand-year-old cultural heritage, with over 100 varieties including xiaolongbao, fried rice cakes, and pressed noodles.” He highlighted the city’s efforts in recent years to elevate the snack industry, including standardizing snack classifications, registering snack trademarks, developing a snack knowledge hub, creating a snack map, and establishing an industrial park to transform “small bites” into a “big market.”
Currently, there are over 30,000 snack establishments across the country, employing more than 80,000 individuals in Shengzhou, with the industry’s scale reaching 14 billion yuan. Shengzhou has 69 SC-certified snack enterprises, and the concept of “shared prosperity through snacks” is becoming a hallmark of its initiative for a common prosperity demonstration zone.
As one of the birthplaces of xiaolongbao, Shengzhou boasts a unique cultural heritage that complements the art of making these dumplings. Numerous attendees at the event underscored the importance of discovering and preserving the cultural narratives behind these snacks as key to enhancing their brand value.
To highlight the distinct charm of xiaolongbao, the event featured 20 restaurants, including Beijing’s Qingfeng Steamed Bun Shop, Nanchang Xiaolongbao, and Zhengzhou Xiaolongbao, in the inaugural National Xiaolongbao Gathering. Awards such as “Local Flavor Gold Award,” “Craft Innovation Gold Award,” “Cultural Creativity Gold Award,” and “Cultural Heritage Gold Award” were presented, further promoting the expansive reach and in-depth development of the snack industry.
In response to a directive from the Zhejiang Provincial Committee regarding promotional activities for the restaurant sector, the event also included a ceremony to award the 2024 “Delicious Zhejiang” city landmark culinary designation to Shengzhou Xiaolongbao. The goal is to drive consumption growth while celebrating the rich culture of Zhejiang cuisine and showcasing achievements in high-quality development within the restaurant industry.
