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To deepen the integration of cultural tourism and commerce between Guangdong and Shaanxi, and to expand the market channels for Jiaxian County’s distinctive agricultural products, the second Shaanxi Jiaxian “Jiaxian Premium Products” Food Carnival in the Greater Bay Area grandly opened at Doumen Wanda Plaza in Zhuhai. Under the theme “Red Heritage Meets the Pearl River Bay, Intangible Culinary Treasures Bridge Guangdong and Shaanxi,” the event will showcase Jiaxian’s unique delicacies and high-quality agricultural products. It aims to build a bridge for communication, collaboration, and mutual benefit between Jiaxian and the Greater Bay Area, allowing residents of the region to immerse themselves in the unique charm of the hometown of “The East Is Red《东方红》.”
The event was guided by Yulin’s industry and commerce authorities, Jiaxian County Committee and Government, and coordinated through Yulin’s Shenzhen-Zhuhai Liaison Center. It was hosted by Jiaxian’s industrial-commercial, cultural-tourism, supply-marketing, and investment promotion departments, lasting three days.
Representatives attended from Yulin’s industry bureau, Jiaxian’s supply-marketing union and industry bureau, Xu Beihong Center’s rural aesthetic education committee, Shenzhen E-sports Association’s rural revitalization committee, and Jiaxian Good Grandpa Noodle Company.
During the event launch ceremony, participants collectively watched the promotional video of Jiaxian County. The proceedings also included the promotion of Jiaxian’s premium agricultural specialties and the unveiling ceremony of the Shenzhen Xu Beihong Culture and Art Center’s Committee for Aesthetic Education to Support Rural Revitalization.
It is reported that 15 enterprises from Jiaxian County participated in this event, bringing their distinctive local products to Zhuhai for exhibition and sales. Among the featured items were Jiaxian red dates, known for their thin skin, thick flesh, and rich historical heritage; handmade hollow dried noodles, prized for their delicate texture and widely favored by visitors; local snacks such as horseshoe pastries and alkali biscuits, showcasing the unique culinary appeal of the region; Baiyun Lundao liquor, a mellow and aromatic beverage that reflects the profound local winemaking tradition; and Ruixue apples, vibrant in color and exuding a rich natural fragrance. These products not only serve as iconic regional representatives of Jiaxian but also play a crucial role in driving local income growth and prosperity.
The success of this exhibition and sales event represents a significant practice by Jiaxian County in implementing the strategy of strengthening agriculture through branding and promoting high-quality development of the county-level economy. As a forefront of reform and opening-up, the Greater Bay Area boasts a vast consumer market and strong radiating influence. This food carnival has further facilitated the production and marketing linkage between Jiaxian and the Greater Bay Area. It not only enhances the brand awareness and reputation of “Jiaxian Quality Products,” but also drives in-depth cooperation between the two regions in industrial alignment, technology introduction, and market expansion. This enables more consumers in the Greater Bay Area to recognize and appreciate the unique charm and advantages of Jiaxian’s distinctive agricultural and sideline products. Meanwhile, it has established a robust platform for deepening commercial collaboration and exchange between Jiaxian and the Greater Bay Area, injecting strong momentum into Jiaxian’s economic development. It promotes the expansion of more Jiaxian quality products beyond their hometown, reaching national and even global markets, fostering a win-win situation and synergistic development. This endeavor has made positive contributions to rural revitalization and local economic prosperity, laying a solid foundation for further commercial cooperation between the two regions.
Noodles and Aesthetics Under the Red Flag
Good Grandpa & Xu Beihong Art Rural Revitalization Space
Trinity of “Red Culture + Intangible Heritage Skills + Master Art”
A single strand of hollow noodles bridges the past and future of the old revolutionary base;
A stroke of Xu Beihong’s brush paints the poetry and horizons of rural revitalization.
We come from Jiaxian, an old revolutionary base area, carrying a bowl of hollow noodles with a thousand-year heritage and the red genes of arduous struggle. In Shenzhen, a city of innovation, we encounter the artistic spirit of the patriotic painter Xu Beihong, becoming empowered, illuminated, and endowed with entirely new value.
Gao Dengke, Deputy Secretary of the Jiaxian County Committee and County Governor of Yulin City, led a delegation to visit the Good Grandpa & Xu Beihong Culture and Art Rural Revitalization Space for guidance and inspection.
The collaboration between Jiaxian County’s “Good Grandpa Intangible Cultural Heritage Hollow Noodles” from the old revolutionary base area and the Xu Beihong Culture and Art Center represents a harmonious triad of red spirit, intangible heritage craftsmanship, and masterful aesthetics. It stands as a benchmark practice of art empowering rural revitalization. In the future, we will channel the refined brand, resources, and models cultivated in first-tier cities back to our hometown, aiming to build a beautiful countryside that integrates industry, culture, and tourism into a cohesive whole.
Xu Beihong’s life was deeply intertwined with the fate and rise of his nation. He embodied great patriotism, selfless dedication, relentless artistic innovation, and a keen eye for nurturing talent. His legacy reflects an unwavering spirit of independence, moral integrity, and enduring inspiration. (Engraved in the central hall of the Beijing Xu Beihong Memorial Hall)
Xu Beihong was a leading Chinese artist and art educator, known as the “Father of Modern Chinese Painting.” He was the first president of the Central Academy of Fine Arts and chairman of the China Artists Association. His works, including Tian Heng and His Five Hundred Followers 《田横五百士》, Waiting for the Deliverer 《徯我后》, and The Foolish Old Man Removes the Mountains 《愚公移山》, laid the foundation for modern Chinese oil painting with their unique blend of Chinese style and Western technique.
He believed art should reflect real life and combined Chinese traditions with Western methods to create a new, influential style. Xu Beihong not only produced many masterpieces but also trained a generation of outstanding artists, shaping China’s modern art education system. His efforts promoted Chinese art worldwide, leaving a lasting legacy.