Making realgar wine, weaving wormwood bouquets... This will make the Dragon Boat Festival more "immersive". The Dragon Boat Festival is not just about eating Zongzi Shanghai | Zongye | Dragon Boat Festival
Wrapping Zongzi, cooking rice wine, rowing dragon boats, wearing sachets... With the arrival of the Dragon Boat Festival, the leaves of Shanghai zongzi are fragrant and full of festive atmosphere. In many people's minds, tasting rice wine, wrapping Zongzi, and dragon boat racing are the "standard features" of the Dragon Boat Festival. On the day of the Dragon Boat Festival, we also need to sweep the courtyard and insert calamus and mugwort on the lintel. The reporter found that in recent years, people's sense of participation in the traditional customs of the Dragon Boat Festival has become stronger, and the number of participants has also become younger.
"Recently, by the Huangpu River, every week there are dragon boat racing exercises and competitions. Many friends around have begun to buy wormwood to weave ropes, buy zong leaves, glutinous rice to wrap Zongzi, and cook rice wine..." Ms. Lin, a Shanghai citizen, told reporters that everyone has regained the traditional customs of the Dragon Boat Festival and "immersed" in the Dragon Boat Festival.
After the leaves are spread, red beans and glutinous rice are placed, wrapped, and finally the rope is tied, a small Zongzi is born. Ms. Lin said that when children grow up in the city, they don't have much concept of traditional festivals. This year, during the Dragon Boat Festival, she specially purchased zongzi leaves, glutinous rice, and mugwort leaves, allowing children to practice and experience the charm of traditional Chinese festivals firsthand. According to data from Meituan Maicai, during the Dragon Boat Festival, the sales of zongzi leaves in Shanghai increased by 8 times month on month, and the sales of glutinous rice increased by 75%.
In Shanghai, sales of Zongzi also reached a peak. Wufangzhai has 6 stores in Shanghai, and recently its takeout sales have increased by nearly 50% compared to the previous week. Brand leader He Qihan introduced that Wufangzhai's special product launched this year is "Explosive Zongzi", which is characterized by a 1:1 ratio of filling and rice, and a large amount of filling. "A bite full of filling is very popular among consumers."
After boiling tea and red wine in a furnace, boiling yellow wine has also become an experiential activity for many people during the Dragon Boat Festival. The person in charge of Shanghai Shikumen Brewery Co., Ltd. stated that yellow wine is more popular in the East China region, especially in the Jiangsu Zhejiang Shanghai region where there has always been a custom of tasting yellow wine. As the Dragon Boat Festival approaches, many local people in Shanghai will buy old brand Baijiu or yellow rice wine, add a small amount of realgar and let it sit for a few days to experience the brewing process of realgar wine. Recently, the sales volume of yellow rice wine in Shanghai has increased three times over the same period last year.
In addition to Zongzi and yellow rice wine, the commodities related to the Dragon Boat Festival, such as argyi, aci, colorful ropes, sachets and sachets, are also selling well. Many citizens are paying increasing attention to the custom of inserting mugwort and sachets, and people are flocking to buy mugwort on the streets and alleys. On the Meituan Maicai platform, Ai Ye became a popular product in the platform's flower category as soon as it was launched. Sales of Ai Cao and Ai Ye doubled year-on-year, and bouquets and gift baskets featuring Ai Ye as the main character were also selling well.