China-Traditional Delicacy/Popularity

Traditional twisty Mahua treat rides momentum of China's consumption boom

  • English

Shotlist


Jishan County, Shanxi Province, north China - Recent (CCTV - No access Chinese mainland)
1. Various of people buying traditional Mahua snack at shops; packages of Mahua stacked on shop shelves
2. SOUNDBITE (Chinese) Xi'an resident (name not given) (with reporter asking questions):
"I came to here from Xi’an City just to buy some Mahua."
(Reporter: You come here just for Mahua?)
"Yes, I did, because my friend told me that the Mahua here is tasty, so I came here to bring some back home.
(Reporter: "How many have you bought?")
"Today I bought 10 cases, most of which are for my friends back home as it’s festival time now. There won't be too much left for me."
3. Various of people buying Mahua, loading truck with packages
4. Online retailer viewing web page
5. SOUNDBITE (Chinese) Hao Ruijing, online retailer of Jishan Mahua:
"The daily sales can reach 1,000 cases roughly. In peak seasons or on festivals, this quantity would increase to five folds."
6. Various of staff making, packing Mahua
7. SOUNDBITE (Chinese) Wang Qingai, Mahua master:
"Our Jishan Mahua is naturally fermented and made by hands without any chemical additives. It looks greasy but does not taste that way, instead it tastes sweet and crunchy."
8. Wang chewing on crunchy Mahua
9. Various of bakers rolling dough, twisting shapes, frying Mahua
10. SOUNDBITE (Chinese) Wang Qingai, Mahua master (starting with shot 9) (ending with shot 11):
"Our Mahua has enjoyed a reputation lasting for over 100 years with the recipe being passed on for six generations. I myself have a stubborn personality. Once I'm onto something, I must get it done right. So as long as someone shows the determination to inherit the recipe, I will be happy to teach them. I'd like to pass this recipe down to the younger generations."
11. Various of Mahua being fried, snapped

Storyline


With unique tastes and rich cultural connotations, many Chinese traditional delicacies have seen a rise in popularity as the country’s festive consumption boom has swelled in recent years, with the 'Mahua', or fried dough twist, being one of the most highly sought-after snacks.

In Jishan County of north China’s Shanxi Province, where Mahua is a staunch festival favorite for locals, the snack’s sales often rise by up to eightfold on special occasions such as the Spring Festival.

In addition to adhering to an age-old recipe that can be traced back for hundreds of years, local Mahua makers have also developed a series of modernized varieties of the tasty treat to cater to the appetites of different customer groups – a move welcomed by foodies across the country.

One enthusiastic buyer even embarked upon a 6-hour round trip all the way from Xi’an City to load his car full of the coveted Mahua.

"My friend told me that the Mahua here is tasty, so I came here to bring some back home... Today I bought 10 cases, most of which are for my friends back home as it’s festival time now. There won't be too much left for me," said the Xi'an resident.

The reputation of Jishan Mahua has continued to soar and has now become a major brand which is widely promoted both on and offline. As many as 100 Jishan Mahua shops have been opened in cities across the country including in Tianjin, Shanghai and Xi’an, while 30 online outlets for the snack have been established on several major e-commerce platforms.

"The daily sales can reach 1,000 cases roughly. In peak seasons or on festivals, this quantity would increase to five folds," said online retailer Hao Ruijing.

In 2011, Jishan Mahua was also listed as a national cultural heritage item due to its long history and sophisticated cooking process, a skill which master Mahua makers spend years trying to perfect.

"Our Jishan Mahua is naturally fermented and made by hands without any chemical additives. It looks greasy but does not taste that way, instead it tastes sweet and crunchy," said Wang Qingai, a proud producer who is carrying on the great tradition of the Jishan Mahua recipe.

Wang’s Mahua is one of the most celebrated among consumers due to a special recipe handed down from her forefathers.

To better carry forward this traditional food culture, Wang hopes this sacred recipe can be continually handed down to someone just as dedicated as herself.

"Our Mahua has enjoyed a reputation lasting for over 100 years with the recipe being passed on for six generations. I myself have a stubborn personality. Once I'm onto something, I must get it done right. So as long as someone shows the determination to inherit the recipe, I will be happy to teach them. I'd like to pass this recipe down to the younger generations," Wang said.

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  • ID : 8103366
  • Dateline : Recent
  • Location : China
  • Category : arts, culture and entertainment
  • Duration : 2'06
  • Audio Language : Chinese/Nats/Part Mute
  • Source : China Central Television (CCTV)
  • Restrictions : No access Chinese mainland
  • Published : 2019-02-16 16:21
  • Last Modified : 2019-02-16 16:25:00
  • Version : 2

China-Traditional Delicacy/Popularity

Traditional twisty Mahua treat rides momentum of China's consumption boom

Dateline : Recent

Location : China

Duration : 2'06

  • English


Jishan County, Shanxi Province, north China - Recent (CCTV - No access Chinese mainland)
1. Various of people buying traditional Mahua snack at shops; packages of Mahua stacked on shop shelves
2. SOUNDBITE (Chinese) Xi'an resident (name not given) (with reporter asking questions):
"I came to here from Xi’an City just to buy some Mahua."
(Reporter: You come here just for Mahua?)
"Yes, I did, because my friend told me that the Mahua here is tasty, so I came here to bring some back home.
(Reporter: "How many have you bought?")
"Today I bought 10 cases, most of which are for my friends back home as it’s festival time now. There won't be too much left for me."
3. Various of people buying Mahua, loading truck with packages
4. Online retailer viewing web page
5. SOUNDBITE (Chinese) Hao Ruijing, online retailer of Jishan Mahua:
"The daily sales can reach 1,000 cases roughly. In peak seasons or on festivals, this quantity would increase to five folds."
6. Various of staff making, packing Mahua
7. SOUNDBITE (Chinese) Wang Qingai, Mahua master:
"Our Jishan Mahua is naturally fermented and made by hands without any chemical additives. It looks greasy but does not taste that way, instead it tastes sweet and crunchy."
8. Wang chewing on crunchy Mahua
9. Various of bakers rolling dough, twisting shapes, frying Mahua
10. SOUNDBITE (Chinese) Wang Qingai, Mahua master (starting with shot 9) (ending with shot 11):
"Our Mahua has enjoyed a reputation lasting for over 100 years with the recipe being passed on for six generations. I myself have a stubborn personality. Once I'm onto something, I must get it done right. So as long as someone shows the determination to inherit the recipe, I will be happy to teach them. I'd like to pass this recipe down to the younger generations."
11. Various of Mahua being fried, snapped


With unique tastes and rich cultural connotations, many Chinese traditional delicacies have seen a rise in popularity as the country’s festive consumption boom has swelled in recent years, with the 'Mahua', or fried dough twist, being one of the most highly sought-after snacks.

In Jishan County of north China’s Shanxi Province, where Mahua is a staunch festival favorite for locals, the snack’s sales often rise by up to eightfold on special occasions such as the Spring Festival.

In addition to adhering to an age-old recipe that can be traced back for hundreds of years, local Mahua makers have also developed a series of modernized varieties of the tasty treat to cater to the appetites of different customer groups – a move welcomed by foodies across the country.

One enthusiastic buyer even embarked upon a 6-hour round trip all the way from Xi’an City to load his car full of the coveted Mahua.

"My friend told me that the Mahua here is tasty, so I came here to bring some back home... Today I bought 10 cases, most of which are for my friends back home as it’s festival time now. There won't be too much left for me," said the Xi'an resident.

The reputation of Jishan Mahua has continued to soar and has now become a major brand which is widely promoted both on and offline. As many as 100 Jishan Mahua shops have been opened in cities across the country including in Tianjin, Shanghai and Xi’an, while 30 online outlets for the snack have been established on several major e-commerce platforms.

"The daily sales can reach 1,000 cases roughly. In peak seasons or on festivals, this quantity would increase to five folds," said online retailer Hao Ruijing.

In 2011, Jishan Mahua was also listed as a national cultural heritage item due to its long history and sophisticated cooking process, a skill which master Mahua makers spend years trying to perfect.

"Our Jishan Mahua is naturally fermented and made by hands without any chemical additives. It looks greasy but does not taste that way, instead it tastes sweet and crunchy," said Wang Qingai, a proud producer who is carrying on the great tradition of the Jishan Mahua recipe.

Wang’s Mahua is one of the most celebrated among consumers due to a special recipe handed down from her forefathers.

To better carry forward this traditional food culture, Wang hopes this sacred recipe can be continually handed down to someone just as dedicated as herself.

"Our Mahua has enjoyed a reputation lasting for over 100 years with the recipe being passed on for six generations. I myself have a stubborn personality. Once I'm onto something, I must get it done right. So as long as someone shows the determination to inherit the recipe, I will be happy to teach them. I'd like to pass this recipe down to the younger generations," Wang said.

ID : 8103366

Published : 2019-02-16 16:21

Last Modified : 2019-02-16 16:25:00

Source : China Central Television (CCTV)

Restrictions : No access Chinese mainland

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