Jiaxing zongzi Culture Museum

Jiaxing zongzi Culture Museum

Jiaxing zongzi culture museum is a special museum to reflect the history and culture of Jiaxing zongzi. It is located under the piggy Gallery (180 Zhongji Road) of Yuehe historical district in Jiaxing City. It is invested and built by Jiaxing Zhenzhen Laolao Food Co., Ltd. It is the only Jiaxing zongzi culture theme museum in China.

Basic introduction

The museum is located under the piggy Gallery of Yuehe historic district in the urban area, with a construction area of 480 square meters. The preparatory work was started on April 7, 2009. With the purpose of excavating and displaying Jiaxing's distinctive history and culture and building a cultural city, through scientific exhibition means, we can comprehensively reflect the history, culture and production technology of zongzi, carry forward zongzi culture, revitalize traditional industries, and make it a characteristic scenic spot of culture, leisure and tourism.

architectural composition

In Jiaxing zongzi Culture Museum, we can not only see the relevant historical materials and cultural relics of zongzi, understand the origin and inheritance of Jiaxing zongzi culture, but also truly feel the production process of zongzi.

In addition, the museum also set up a special exhibition area to show the new technology of zongzi production for the public to experience, so that more people can feel the traditional Jiaxing zongzi culture. It is gratifying that since its opening, the museum has received more than 50000 government leaders, government organizations, school students, ordinary citizens and tourists. Jiaxing zongzi Culture Museum has become an extremely effective platform to spread "zongzi", the golden card of Jiaxing.

There are two parts

After the new decoration, Jiaxing zongzi Culture Museum has almost doubled its original area. It is still divided into two parts: zongzi culture exhibition area and experience area.

The experience area is expanded to more than 100 square meters, which can accommodate more visitors and experience the traditional handicrafts of making zongzi. Now you can buy the raw materials of DIY dumplings in the experience area, with the explanation of the traditional craft propaganda film of dumplings and the on-site guidance of the master, who teaches you to make your own dumplings with authentic traditional crafts. For more than ten yuan, you can go home with a net bag of steamed dumplings. People who are interested in traditional zongzi culture may as well go to Jiaxing zongzi culture museum to make their own zongzi for the Dragon Boat Festival.

In the tasting area, visitors can lean against the window to view the scenic buildings in Jiangnan Water Town, taste Jiaxing zongzi and other authentic Jiaxing special food, and enjoy the performance of Jiangnan Silk and bamboo and taste the tea culture.

Six exhibition areas

The exhibition hall of Jiaxing zongzi culture museum is divided into six exhibition areas: preface, tracing the origin of zongzi culture, Wu Yue culture and zongzi, elaborating the culture of zongzi, "the story of the descendants of zongzi", and the innovation road of real and old brand zongzi. This paper reviews the development of rice culture, rice food culture and zongzi culture in Jiaxing, more clearly shows the legendary development history of the three major brands of zongzi and two successors of zongzi in Jiaxing, and increases the reverie of the development vision of Jiaxing's zongzi industry and zongzi culture. It focuses on three parts: the origin of zongzi culture, the story of its descendants and the blueprint of "zhenzhenlaolao - Jiaxing zongzi".

Multiple displays

The opening of the second phase of the zongzi Museum has made great efforts in promoting and inheriting Jiaxing zongzi culture. For example, in the exhibition area, on the basis of the original display means of utensils, photos, calligraphy, painting and sculpture, a wax sculptor was specially hired from Hangzhou to produce a series of lifelike wax statues. Through the lifelike restoration of the scene, the prosperous scene of wufangzhai zongzi shop in zhangjianong, Qingji and Rongji was displayed.

In terms of display techniques, it highlights the cultural elements, adopts some sound, light and electricity multimedia technology and the arrangement mode of dynamic living scene echoing with static sculpture scene, so as to enhance the artistic taste and exhibition level of Jiaxing zongzi Culture Museum.

Due to the fact that this year's Shanghai World Expo and the Dragon Boat Festival are held at the same time, tourists from all over the country come in droves. Through continuous improvement and improvement, Jiaxing zongzi culture museum will truly become a high-quality and high-level museum to carry forward the zongzi culture and display Jiaxing folk customs, as well as a beautiful scenic spot for tourists. In this year's Dragon Boat Festival, let more visitors appreciate the unique charm of the famous city of zongzi from the newly decorated Jiaxing zongzi Culture Museum.

Collection

"Jiaxing zongzi is the crystallization of millennial rice culture and an outstanding representative of local food culture." By showing Majiabang culture, Jiaxing zongzi origin, inheritance and other historical context, zongzi culture museum will restore the prosperous market scene of wufangzhai zongzi shops in zhangjianong, Qingji and Rongji, and outline the changes of wufangzhai, zhenzhenlaolao and Changji. The museum will set up eight exhibition areas, which will not only reproduce the past and present life of Jiaxing zongzi, but also let visitors feel the charm of zongzi culture. There will be a leisure products zongzi area in the museum area. Visitors can enjoy all kinds of zongzi while overlooking the river view, which is similar to the "zongzi hall" of that year.

The first floor mainly displays Majiabang culture, Jiaxing zongzi origin, inheritance and other historical context, restores the prosperous market scene of Heji, Qingji and Rongji wufangzhai zongzi shops in zhangjianong ancient street, and outlines the changes of wufangzhai, Zhenzhen Laolao and Changji zongzi brands.

On the second floor, there is a demonstration area for zongzi processing, a public participation area for zongzi wrapping and a leisure product zongzi area. Here, the public can not only watch the demonstration of making zongzi, but also taste the authentic Jiaxing zongzi, and make their own zongzi by hand. At present, the annual output value of the national zongzi is about 6 billion yuan, and Jiaxing accounts for one sixth. The opening of Jiaxing zongzi Culture Museum has greatly promoted the accumulation and development of the city's zongzi culture, and further established Jiaxing's leading position in the national zongzi industry.

Zongzi culture

According to the employees of Jiaxing Zhenzhen Laolao Food Co., Ltd., in recent years, Chairman Feng Yueming has deviated from the company's "track" of development and paid more attention to promoting Jiaxing's zongzi culture. "Others say so, and I think so too. I devote myself to spreading and excavating Jiaxing's zongzi culture." Feng Yueming did not deny that his employees "complained" about him.

Feng Yueming said: "Jiaxing's" descendants of zongzi "are the third generation of the company's general manager Shao Jianguo. The three generations of" descendants of zongzi "outline the inheritance and development history of Jiaxing's zongzi industry and zongzi culture." Shao Jianguo, who is now the general manager of Jiaxing Zhenzhen Laolao Food Co., Ltd., said that in the hearts of Jiaxing people, Feng Yueming represents the orthodox status of Jiaxing zongzi, and it is also a historical choice for Feng Yueming to be the first director of Jiaxing zongzi Culture Museum.

In Feng Yueming's opinion, the reason why "zhenzhenlaolao" undertakes Jiaxing zongzi culture museum is not only that "zongzi heirs" are here, but also that "zhenzhenlaolao" has the strength to run Jiaxing zongzi Culture Museum. Feng Yueming said that today's zhenzhenlao company has developed into a zongzi production and sales enterprise with thousands of people. "The scale of an enterprise with thousands of people has only done one thing for several years - zongzi. This spirit of professionalism and concentration means that "zhenzhenlaolao" is capable of running Jiaxing zongzi Culture Museum

Hometown of zongzi

Jiaxing is the "hometown of zongzi" in China, with a long history of zongzi culture. For thousands of years, the people of Jiahe have been planting rice and eating rice. Jiaxing zongzi, as a typical representative of "Jiahu delicacy", is both inside and outside. Making and eating zongzi are left in the childhood memory of every Jiaxing person. Small zongzi is also a link to maintain the true feelings of family and friendship.

"The first museum of zongzi culture in China is located in Jiaxing, which is well deserved." Feng Yueming, chairman of Jiaxing Zhenzhen Laolao Food Co., Ltd. and "successor of zongzi" in Jiaxing, said that Jiaxing is the birthplace of zongzi in China, the leader of zongzi industry in China, and the city with the most cultural heritage of zongzi in China. It is also a historical and realistic choice for the Museum of zongzi culture to settle in Jiaxing. Feng Yueming told reporters that the first national zongzi Culture Festival was held in Jiaxing in 2005, which shows that Jiaxing's "big brother" status in the national zongzi culture is indisputable.

According to Feng Yueming, people all over the country have the habit of eating zongzi on the Dragon Boat Festival, but only in Jiangsu, zhejiang and Shanghai, people in Jiangsu, zhejiang and Shanghai contact zongzi and its related products every day. "No city has such a deep relationship with zongzi as Jiaxing, and no city has such a thorough understanding of zongzi culture as Jiaxing."

Enterprise development

In 1939, founder Feng Changnian registered to open Zhenzhen laoheji laowufangzhai zongzi shop.

In 1956, Heji, Rongji and Qingji were restructured and merged into "people's Restaurant". Yao Jiuhua, the representative of the public side, is the manager, while Feng Changnian, the representative of the private side, is the deputy manager.

In 1978, Feng Changnian went back to his old business in Renmin Road, running "fengchangnian zongzi".

In 1993, Feng Yueming registered the trademark "zhenzhenlaolao".

In 1999, Jiaxing Heji Food Co., Ltd. was established to manage "zhenzhenlao" zongzi.

In 2001, the output of zongzi exceeded 1 million.

In 2003, "zhenzhenlaolao" was successfully restructured, and the time-honored brand "zhenzhenlaolao" ushered in new development.

In 2004, Shao Jianguo took charge of Jiaxing Heji Food Co., Ltd. and "zhenzhenlaolao" entered a rapid development stage