Making Zongzi Cool Again: Companies use pop culture to change image of zongzi

World
Europe

01:59

There's a long history of enjoying the sticky-rice treats knowns as zongzi during Dragon Boat Festival. But like many traditions, they haven't changed much with the times. Yang Chengxi explores how zongzi manufacturers are giving it a new image.

The city of Jiaxing in Zhejiang province is home to over 40 zongzi makers, who produce more than half of all of China's zongzis. Wufangzhai is one of the city's biggest. And at this, the busiest time of year, workers can wrap five to seven zongzis per minute.

XU WEI, BRANDING DIRECTOR WUFANGZHAI "We expect a thirty percent increase in sales during this year's Dragon Boat Festival."

Jiaxing's many sticky rice plantations have helped make it China's zongzi capital. The Dragon Boat Festival is one of the most important times of year for locals.

JIAXING RESIDENT "Jiaxing people have a special bond to zongzi. We have it for breakfast. Almost everyone here knows how to wrap zongzi. Well, except for many youngsters like me. It's mostly my mom's generation who do that."

For years, the familiar taste of these delicious treats and the techniques of making them have not changed much. That means zongzi makers need to think of new marketing elements every year to increase sales.

YANG CHENGXI JIAXING "One way to do that is to incorporate pop culture elements in the packaging. For example, you have Iron man and Captain America for teenagers, and also have Micky Mouse for the kids."

XU WEI, BRANDING DIRECTOR WUFANGZHAI "This year we worked with Disney and Marvel, because the Avengers movie was very popular. Traditional Chinese foods are not antiquated. They can have new tastes, new images that are more youthful and full of freshness."

From trendy designs to internet memes, the objective is clear: make traditional zongzi cool for the younger generation. Yang Chengxi , JIAXING, ZHEJIANG PROVINCE.