On October 16th, at the Liubiju Museum located at No. 3 Liangshidian Street in Qianmen, the nearly 600-year-old Beijing time-honored brand Liubiju held the 5th Liubiju Pickled Vegetable Culture and Food Festival, as well as the 2023 Rolling Sugar Garlic Opening Ceremony. This old brand also announced its new brand upgrade strategy, which will upgrade from a pickled vegetable brand to a food brand, further innovating and enriching its product categories, expanding its market, and making its old brand name shine brighter.
Enjoy non-heritage, appreciate cultural and creative products, and taste delicious food. At the launch event themed around Chinese pickled vegetable culture, Liubiju fully demonstrated its century-old heritage. The immersive Chinese-style market scene featured cartoon characters of the Twelve Hairpins and displays of pickled vegetables. The Communication University of China presented a Chinese-style rap song called "Craftsman Legend". Innovative elements such as the "Dang Dang Car" from Qianmen were used to combine food with culture, tradition with modernity, showcasing the new vitality of the time-honored brand.
Liubiju, founded in 1436, is one of the oldest Chinese brands in Beijing. Its pickling technique has been listed as a national-level intangible cultural heritage. In the Liubuju Museum, the old counter reproduces the scene of the past store, and the lifelike shopkeeper sculpture makes people feel like they have traveled back to the ancient pickling garden in history.
For centuries, the old brand has been passed down and in order to maintain its reputation and influence, it must keep up with the times, actively adjust its product positioning, and capture the psychology and needs of consumers. Faced with the ever-changing market environment, Liubiju has released its new brand upgrade strategy, proposing to combine traditional intangible cultural heritage handicrafts with modern microbiological science, cultivate and develop the traditional Chinese-style food culture of old brands, and build Liubiju into a well-known food brand.
When many people mention Liubiju, their impression is that it is an old brand of pickled vegetables. The person in charge of Liubiju explained that with the brand upgrade, the old brand will further expand from specializing in pickled vegetables to a full range of seasonings, including pickled vegetables, rice vinegar, soy sauce, soybean paste, sweet bean sauce, cooking wine, compound seasoning sauce, etc. At the same time, they will explore and launch more innovative products such as instant fried sauce noodles and sesame sauce noodles using the old brand sauce as the base sauce. In terms of the market, the old brand will also rely on the Beijing-Tianjin-Hebei region to further expand the national market.
Liubiju also showcased the production process of rolling jar sugar garlic in 2023, allowing everyone to understand the process of making traditional handmade pickles and experience the cultural connotation of the national intangible cultural heritage "Liubiju pickle making skills". As one of the 12 traditional handmade pickle masterpieces passed down by Liubiju since the Ming Dynasty, Liubiju sugar garlic is crispy, tender, delicious, not spicy or pungent, and has a rich and fresh taste, making it a delicious and healthy "rice companion". It is reported that the production of Liubiju sugar garlic is exquisite, and it is made purely by hand once a year. It is processed strictly according to eight procedures, namely "peeling garlic", "pickling garlic", "soaking garlic", "controlling garlic", "shaking garlic", "packing jar", "rolling jar", and "releasing air". The sugar garlic is pickled in a pottery jar. After the new garlic is sealed in mid-May, it needs to be rolled twice a day by hand until the sugar garlic matures in early October, which takes more than 150 days.
With the deepening of the concept of health, Liubiju timely launched low-salt pickles, which not only retains the traditional taste of the old brand but also conforms to the current health concept. By reducing the salt content by 25%, the pickles are both delicious and healthy.
