Southeast Asia Information Port News (www.dnyxxg.com) Recently, the regional public brand IP "Anchang Golden Sauce" was officially launched, imbuing the December atmosphere of Anchang Ancient Town with a unique cultural charm—from soy-braised duck, sausage, dried fish, ribs, quail, pig tongue, and chicken wings—"nothing can be braised," to a "traditional new style" of welcoming, understanding, opening, tasting, talking about, spreading, enjoying, and ceremonizing the sauce, ensuring that the aroma of soy sauce here "flies even in the deepest alleys."
"Sauce culture, as the traditional flavor of Anchang, carries many people's memories and also conveys renewed cultural value." Gu Yongjiang, the designer of the main logo for four consecutive Spring Festival Galas, and his team specially designed a unique logo for "Anchang Golden Sauce."
Centered on the character "酱" (sauce), the four characters "安昌金酱" (Anchang Golden Sauce) are positioned at the four corners. This regional public brand logo integrates the town's scenery—"sauce hanging from eaves, streams flowing over small bridges"—like the fermentation of soybeans into sauce, giving it a new lease on life and opening a new cultural path for the high-quality development of the sauce industry for local "sauce makers."
"Small and medium-sized enterprises are the norm for our Anchang sauce product enterprises," said Cheng Cheng, president of the Shaoxing Keqiao District Sauce and Dried Food Industry Association. To break the entrenched predicament of "weak brands, talent shortage, and traditional craftsmanship" in Anchang's sauce product industry, the local government is using culture as a model for the industry, extending from workshop-style, refined production models to a culturally empowered tertiary sector.
As he stated, Anchang Street, in collaboration with the aforementioned association, will also leverage this IP to design new packaging and cultural and creative products, increasing product added value; authorize high-quality SMEs to use the IP, reducing brand building costs through unified image and promotion; and attract authorized enterprises to Gongfu direct sales stores and connect with e-commerce live streaming, using IP traffic to drive customers for businesses.
In addition to strengthening brand IP development, the local government is also focusing on creating a cultural atmosphere. For example, by holding the Anchang Golden Sauce Competition and study tours, they are connecting intergenerational inheritance; setting up a sauce culture heritage exhibition hall as a popular spot for online influencers; collaborating with travel agencies to launch sauce culture study tour routes; and exploring promotional models such as short videos and influencer store visits, making sauce culture a distinctive label for Anchang's cultural tourism.
Furthermore, the 2026 "Golden Sauce Competition" will be held concurrently, bringing together sauce product practitioners from Anchang Ancient Town to compete on the same stage, using sauce as a medium. From multiple dimensions such as the color, aroma, taste, and standardized processing of soy sauce products, the participants worked diligently, using the craftsmanship passed down for thousands of years to decipher the flavor code of this Jiangnan water town. (End)
