News in Brief:
– Fuling district, known as the birthplace of zhacai, a pickled mustard tuber with historical significance, is experiencing a revival in popularity, driven by livestream sales events and social media influencers, impacting local farmers.
-Â A local state-owned enterprise, Chongqing Fuling Zhacai Group, has invested in fruit-flavored products tailored to the preferences of younger generations.
The ancient military ration zhacai, renowned for its ties to strategist Zhuge Liang, is gaining traction in Fuling’s Famed Pickle Village, a news report said.
As global dining trends threaten traditional, local efforts aim to adapt and entice younger generations. Livestream sales events spotlight fruit-flavored zhacai, transforming the humble pickle into a social media sensation.
Linked to Zhuge Liang’s military campaign, zhacai’s roots trace back to 213 AD, when Fuling residents shared their pickling method. The dehydrated stems soaked in brine and marinated in spices create the iconic zhacai, named after the water-pressing process.
Despite facing challenges like the Three Gorges Dam completion and changing dining trends, zhacai perseveres. Fuling’s state-owned enterprise, Chongqing Fuling Zhacai Group, adapts with lychee and mango-infused varieties, targeting the preferences of the younger generation.
Investing $673 million in advanced pickle factories, the company embraces social media collaborations, leveraging platforms like Bilibili and Douyin. Private enterprises join the innovation wave, reducing fermentation time and using cold chain logistics for global market access.
Peng Ronggui, an online sensation for his grandmother’s pickles, capitalises on zhacai’s cultural heritage designation. Expanding with a frozen storage facility, Peng aims to preserve 5,000 tons of mustard tubers and expand online sales nationwide.
As Japanese, American, and regional diets captivate younger generations, Fuling’s zhacai industry faces a potential rise. Adapting to these shifts, Chongqing Fuling Zhacai Group aims not only to survive but to thrive in the ever-evolving global culinary scene.
