"Cultural creativity + food" releases the meaning of freshness

In recent years, affected by the epidemic, the food industry has changed its traditional consumption mode and cross-border integration with cultural and creative industries, and innovative products of "cultural creativity + food" have emerged one after another, setting off waves of consumption boom
。 For example, the DING Xin Cultural and Creative Pastry launched by Anyang, Henan Province, highly integrates 5 pastries such as Oracle Anhao, Yachang Niu Zun and Chinese Character Museum with culture, and is highly respected once launched; Oreo's "Chinese style limited black and white two-color biscuits", which integrates traditional cultural elements such as Qinqi calligraphy and painting, martial arts, blue and white porcelain, into the Jay-style Chinese style music that represents youth memories, was launched in less than a month, and the monthly purchase frequency increased sharply.
.
.

It is gratifying that major domestic museums are also happy to combine food and cultural creativity
.
The National Museum of China has launched an audio guide lollipop with its collection of Qianlong pastel Daji gourd wall bottles as a creative source, allowing people to enjoy the sweetness while listening to the audio commentary
in the bone conduction chip.
The two bronze-flavored and unearthed Sanxingdui gold mask chocolates produced by Sanxingdui Museum made many netizens shout "magic" and so on
.
All kinds of cultural and creative styles symbolize the transformation of the food industry from "taste consumption" to "cultural consumption", and the focus of the industry is shifting
to cultural creativity, product packaging and IP influence.
Endowing food to various cultures and arts not only makes the food industry more vivid, but also lengthens the industrial chain and gets rid of the dilemma of "one side of a thousand products
".
So, how should the cultural and creative industries and the food industry be integrated in order to burst into a more deeply rooted spark?

Creativity comes first, food has a story

Different from other industries, the food industry has greater risks in doing cultural and creative work, the cost difference between mass production and non-batch production, the conflict between shelf life and sales cycle, the cost of mold opening, etc.
, so that there will be a lot of bitterness behind the birth of each cultural and creative food, so we should be especially cautious when choosing which foods to do cultural and creative food
.
More importantly, we must adhere to the bottom line of food safety and excellent quality, and strictly abide by the food safety law and trademark law, so that people can see and eat at ease
.

The significance of cultural creativity in the food industry is not only to increase the highlights, sales and attention of the food industry, but also to taste the culture
behind it.
We see that some of the current cultural and creative foods are not consciously integrated into the cultural narrative, lack of ingenious creativity and storytelling, and many are just simple instrumental reproduction or "brand" production of cultural concepts and images, and how far they can go remains to be verified
by time.
The food industry's own cultural creativity must not only have the penetration of cultural genes, regional characteristics, industry characteristics and brand culture, but also the embodiment of creative culture, so as to produce stronger and more lasting vitality
.
Therefore, cultural and creative food should also adhere to cultural standards, strengthen creative development capabilities, enhance the cultural connotation and added value of food, and achieve that culture is sold first, and then food itself
is sold.

Good stories make "cultural creativity + food" ingeniously integrated
.
As a national food IP born for Generation Z, Genki Canteen tells the story of foodie David Xiong and 1,001 food dices, and also spawns many cultural IP products
such as memes and comics.
The original expression of Super Genki, the style of healing and the story content that "resonates" have made Genki Canteen loved by fans since its launch in 2018, and has also won the cooperation of
many well-known brands.

The food industry can also use the value and influence of high-quality IP to build brands, such as "Qingyu Rice Cake", "Chicken Feet in the Chosen Heaven" and "Once Upon a Time There Was a Lingjian Mountain" to skillfully combine online literary works with snacks, which can not only improve marketing efficiency, but also enrich brand image and enhance brand favorability
.

Art intervenes to make food beautiful

Color, fragrance and flavor are all kinds of things, and have now become a common demand
in the food industry.
The color of the food itself not only affects appetite, but also brings a series of taste associations, just like when you walk into an ice cream shop, the first thing you pay attention to is no longer the words on the label, but the colorful ice cream
in the freezer.

Color is the first key to open the sense of taste, so the current food color, has been transformed into a kind of food innovation art, food enterprises need to invite "art intervention", their own color tone system for in-depth research and design, develop a variety of modern aesthetic play, to achieve taste to visual transformation
.

The quality
of the formist god.
Food packaging is the consumer's first impression
of a product.
When food packaging matches food quality and cultural characteristics, consumers will be happy physically and mentally, and brand value can be better shaped
.
Food packaging can not be excessive, but to pay attention to visual effects, but also to pay attention to the user's psychological identity, under the dual role of vision and psychology, the brand can be better recognized
.

"Age of Awakening", as a newly popular representative of film and television art, extends a series of peripheral products such as red brick ice cream, chocolate, cookies, etc.
, and the biggest highlight of these foods is on the packaging, such as "I am a brick of the revolution, where do I need to move" and "Only self-disciplined people can stand out" and other lines are printed on the packaging, which not only attracts the attention of consumers, but also promotes external communication and brand power improvement
.

Secondly, differentiated packaging is also particularly important
.
There is a "Jingda Artist Museum" near Beijing's Qianmen, which developed "sauce-fragrant liquor" as an art derivative, and collaborated with more than 100 artists such as Lu Yushun, president of the National Academy of Painting of China, to redesign and repackage their works, quickly forming a 10-million-level cultural and creative brand
within two years.
At the same time, they have derived the aesthetic space of scene-based consumption through art derivatives, integrating cultural creativity and aesthetics into "cultural and creative food", and radiating lasting vitality
.

With the blessing of culture and art, the healthy development of the food industry has been given more imagination space, from the enjoyment of the tip of the tongue to the satisfaction of the spirit, taking the road of high-quality development, and constantly innovating and creative, in order to be invincible
.

(Yang Yu, Zhang Yongjun, Cui Danyang)

China Food News(Version 08, December 29, 2022)

(Responsible editor: Yuan Guofeng)