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[China] new retail supermarket giant 盒馬 supports the intangible cultural heritage of food

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After the hit documentary program A Bite of China (Tongzhijianjue upwards的中国), which focuses on local cuisine, local venerable shops and simple, old-fashioned flavors have come to the fore in China. At the same time, however, the lack of successors and the depopulation of old establishments in towns and villages with a food culture that has been registered as an intangible cultural heritage has become a problem, and many of them have disappeared without their presence being noticed by people in cities. In order to protect such vanishing Chinese traditions and pass them on to the next generation, 盒馬 has started selling food that has been designated as an intangible cultural heritage. 盒馬 is a successful retailer in three areas: app, store, and food and beverage. 盒馬 communicates the appeal of its products to a wide range of consumers through photos, videos, and word of mouth on its app, and by showing cooking demonstrations in the store and offering freshly prepared food to be sampled on the spot.

This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

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  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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  • May 18, 2020
  • 2226 Views

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