In the bustling city of Hangzhou, amidst the preparation fervor for the upcoming Paris Olympics, a unique confectionery has emerged to represent Chinese cultural innovation on the global stage. Crafted by Hangzhou Xiao Re Hun (小热昏) Food Technology Co., Ltd., in collaboration with CHNSCI (China Sports Cultural Development Center), this creation—known as the "Cultural Pear Paste Lollipop"—will accompany China's sports delegation as a symbolic gift to international guests.
Rediscovering Tradition through Innovation
Behind the revival of "Xiao Re Hun," a storied brand with roots in traditional pear confections, stands Zheng Lei, a prominent figure in China's cultural creativity sector. Zheng, at 37, hails from the business community in Yueqing, known for his transformative efforts in blending heritage with contemporary appeal. Taking over "Xiao Re Hun" four years ago was not merely a business decision for Zheng; it was a mission to infuse vitality into a venerable cultural icon.
For Zheng, heritage brands like "Xiao Re Hun" embody profound historical and cultural significance, ripe for revitalization. However, attracting a younger audience necessitated bold innovations. Retaining the traditional craftsmanship of pear confections while introducing modern packaging and playful concepts became Zheng's strategy. This delicate balance between tradition and innovation has been pivotal in appealing to diverse demographics, from the youth fascinated by "Guochao" (Chinese style) to elders cherishing the nostalgia of authentic pear treats.
From Coal Mines to Cultural Goldmines: Zheng Lei's Journey
Zheng's journey into cultural entrepreneurship began amidst the decline of the coal mining industry in Shandong. Graduating with a degree in Business Management from Hangzhou, he ventured into cultural industries, founding Zhejiang Yili Cultural Development Co., Ltd. in 2018. Collaborating with institutions like the National Grand Theater and Zhejiang Provincial Museum, Zheng's team spearheaded successful cultural innovations such as the "Forbidden City Wood Perpetual Calendar," blending tradition with functionality.
The pivotal moment came with their collaboration on "Shangxinle Gu Palace," a cultural variety show highlighting Forbidden City artifacts. This partnership not only deepened Zheng's understanding of cultural branding but also propelled his company into the limelight of China's booming cultural product market, valued at $16.38 billion in 2023.
Harnessing Local Talent for Global Impact
Despite his international engagements, Zheng remains rooted in fostering local talent and resources. Initiatives like the "Lurking Creativity" project in Wenzhou have demonstrated his commitment to leveraging regional museums and cultural assets. By creating a centralized design repository accessible to local artisans, Zheng aims to elevate regional tourism through culturally inspired merchandise, thereby enhancing both economic and cultural landscapes.
As "Xiao Re Hun" prepares to make its debut at the Paris Olympics, adorned with motifs of ancient Chinese sports like cuju and archery, Zheng envisions this venture as more than commercial success. It symbolizes China's commitment to cultural diplomacy, showcasing the fusion of tradition and innovation on a global stage. With each pear paste lollipop exchanged as a gesture of goodwill, Zheng hopes to spark conversations on cultural exchange and appreciation.
Zheng Lei's journey from coal mines to cultural entrepreneurship exemplifies China's dynamic cultural renaissance. Through his endeavors with "Xiao Re Hun" and other initiatives, Zheng not only preserves heritage but also propels it into the future, ensuring that Chinese traditions resonate with global audiences. As the Paris Olympics beckon, the "Cultural Pear Paste Lollipop" stands ready—not just as a treat but as a testament to the enduring allure of Chinese cultural heritage.
By embracing innovation while honoring tradition, Zheng Lei and his team at "Xiao Re Hun" continue to redefine the narrative of cultural revival in contemporary China, one confectionery at a time.
The journey of "Xiao Re Hun" underscores a broader trend in China's cultural landscape— the revitalization of heritage brands through innovative approaches. As Zheng Lei navigates the complexities of modern consumer preferences, his success with "Xiao Re Hun" serves as an inspiration for other heritage brands facing similar challenges.
In recent years, the intersection of culture and commerce has become increasingly significant in China. The rise of cultural consumption has not only bolstered economic growth but also fostered a deeper appreciation for traditional craftsmanship and historical narratives. Zheng's strategy of integrating cultural heritage with contemporary design resonates with a global audience increasingly interested in authentic cultural experiences.
Moreover, Zheng's initiatives in Wenzhou highlight the potential for regional collaboration in promoting cultural tourism. By leveraging local talent and resources, he has demonstrated a sustainable model that enhances community engagement while preserving cultural heritage. This grassroots approach not only enriches local economies but also cultivates pride in cultural identity among residents.
Looking ahead, the Paris Olympics will serve as a pivotal moment for "Xiao Re Hun" and its journey into international markets. As athletes and spectators from around the world converge in Paris, the "Cultural Pear Paste Lollipop" will offer a taste of Chinese heritage, sparking curiosity and appreciation among global audiences. Beyond its role as a confectionery, each lollipop embodies centuries of tradition and innovation, encapsulating the spirit of cultural diplomacy in a single treat.
For Zheng Lei, the Paris Olympics represent more than a commercial opportunity; they symbolize a milestone in his mission to redefine the narrative of Chinese cultural heritage. Through "Xiao Re Hun" and his other ventures, Zheng continues to champion the fusion of tradition and innovation, inspiring a new generation to embrace and celebrate China's rich cultural legacy.
In conclusion, the story of "Xiao Re Hun" is a testament to the resilience and adaptability of heritage brands in a rapidly changing world. As China embraces its role on the global stage, cultural entrepreneurs like Zheng Lei stand at the forefront, bridging the past with the future through creativity and dedication. As the Paris Olympics beckon, the world awaits the sweet taste of "Xiao Re Hun"—a symbol of China's enduring cultural heritage and its vibrant future in the global marketplace.
