A number of products made by traditional industries in Zibo city, in East China's Shandong province, have become bestsellers overseas – attracting eager buyers because of their distinctive and appealing cultural connections.
Among firm favorites, a range of flower vinegar produced by the time-honored manufacturer Chuanying Food Co Ltd, have been selling like hotcakes in recent years, particularly after they are connected with classical Chinese poetry.
Company sales staff members even introduce their products using the poetry and there are special gift boxes that come out in traditional Chinese designs.
"Soy sauce and vinegar are traditional condiments," said Xu Lei, chairman of Chuanying Food.
"We use culture-enabling condiments, which not only honor the traditional brewing methods, but also serve as a means of inheritance and enhance the value of our products," Xu added.
He added that linking a product to culture makes it easier to market it to customers and can bring unexpected brand value.
In recent years, Chuanying Food has focused on forming traditional vinegar brewing brands. In addition to quoting classical Chinese poetry, the company has also connected products with the classic Chinese novel Strange Tales from a Chinese Studio, or Liaozhai Zhiyi.
In the workshop of Chuanying Food, visitors can see prototypes of ancient jars featuring quotes from Liaozhai Zhiyi.
The Chuanying Cultural Industrial Park has also created many attractions such as a sauce and vinegar culture exhibition area, a fermentation process exhibition area and tasting experience and observation area for study tours.
Hicyan ceramics integrate design elements from the ancient Chinese painting A Thousand Li of Rivers and Mountains on the products. [Photo/zbnews.net]
Something similar has been done by Zibo resident firm Hicyan Ceramics Ltd. It's raised its profile in the ceramics sector due to its products that incorporate local cultural characteristics. Its wares have been selected as Zibo City cultural gifts for many years.
The company produces over 2 million pieces of high-end bone china products annually, selling to more than 20 countries and regions in the world.
After the Chinese New Year, workers from Hicyan Ceramics Ltd get busy making products for export. [Photo/zbnews.net]
What's more, iron teapot craftsman Qi Pingchuan in Zibo has integrated Qilu culture into his wares, making the pots popular all over the world. The products from Qi's workshop have been exported to more than 20 countries and regions, including throughout Europe and America.
This iron teapot sports a Chinese dragon design. [Photo provided to shandong.chinadaily.com.cn]
