Changzhi, January 12 (Xinhua) -- Title: The Fragrance of Intangible Cultural Heritage Snacks Spreads Far and Wide: The Inheritance and Expanding of Craftsmen in Xiangyuan, Shanxi
Authors: Yang Peipei, Sun Binyan
In the winter, stepping into a food production workshop in Xiangyuan County, Changzhi City, Shanxi Province, the aroma of buckwheat, enveloped in rising steam, becomes even more intense. In front of the camera, Zhang Yong gently holds a freshly baked Xiying Guanchang (a type of buckwheat glutinous rice cake) with his fingertips, his eyes crinkling with a smile as he showcases this meticulously crafted delicacy that embodies the local flavor.
Xiying Guanchang, originally named "Guanchang," carries a century-old culinary memory of Xiangyuan and was listed as a representative item of Changzhi City's intangible cultural heritage in 2020. It involves mixing plump buckwheat flour and wheat flour evenly, adding a little salt to form a thick paste, placing it in a slurry machine, letting it cool, slicing it, and then either serving it cold or stir-frying. Its chewy and smooth texture is a taste of nostalgia etched into the palates of locals.
In Xiangyuan, Shanxi, artisans showcase this traditional delicacy, a testament to the craftsmanship that embodies the local flavor. (Photo by Li Yujie)Fifteen years ago, Zhang Yong began learning how to make Xiying Guanchang (a type of traditional Chinese pastry) from his elders. Initially, the couple tended a small stove and sold their wares from a pushcart. By adhering to the traditional methods, they accumulated a large number of local regular customers and became well-known "Guanchang craftsmen" in the area.
However, the limitations of handmade production have always restricted the spread of Xiying Guanchang, and during peak season, it faces the "sweet trouble" of supply falling short of demand. In 2017, Zhang Yong decisively invested more than 100,000 yuan to purchase a set of production equipment to standardize and upgrade the production of Xiying Guanchang.
"To better meet market demand, in May 2025, we invested more than 300,000 yuan to find a specialized manufacturer to customize new equipment. Now, the average daily output during the off-season reaches more than 10,000 pairs, and during the peak season it exceeds 30,000 pairs," Zhang Yong introduced, pointing to the production line.
While increasing production, sales channels are also constantly expanding. Zhang Yong always takes into account both mass consumption and bulk demand, launching various styles such as bulk packaging suitable for local people's daily diet, gift boxes suitable for festive gifts, and customized products for merchants, making them the preferred choice for local people's daily meals and visits to relatives and friends.
Xiying Guanchang, originally named "Guanchang" (literally "intestine guanchang"), carries a century-old culinary memory of Xiangyuan. (Photo by Li Yujie)“Xiying Guanchang also participated in the 2025 China International Import Expo and was very popular. This makes me feel that preserving our craft is not only a way to make a living, but also a way to pass on the warmth of our hometown,” Zhang Yong said. He added that the packaging is printed with historical legends of Xiying Guanchang, allowing people to not only taste authentic local delicacies, but also experience the cultural heritage.
With the rise of short videos, Zhang Yong kept pace with the times and began experimenting with online sales, driven by the rural e-town initiative in Xiangyuan County. On December 12, 2025, he independently conducted live-streaming sales for the first time through a short video platform, and in just over 20 days, online orders exceeded 1,000. Orders reached Shanxi, Beijing, Guangdong, Zhejiang, Hainan, and other places, allowing Xiangyuan's delicacies to spread their aroma far and wide via the internet.
Zhang Yong's journey to preserve culinary traditions is inseparable from the support and assistance of the local government. In recent years, Xiangyuan County has supported the industrialization of traditional cuisine, providing him with various forms of support and actively inviting him to participate in events such as intangible cultural heritage food exhibitions and rural revitalization specialty agricultural product markets.
The chewy and smooth texture of the food at Xiyingguanchang is a taste of nostalgia etched into the palates of the locals. (Photo by Li Yujie)From a humble handmade stall to a dual online and offline strategy, Zhang Yong has dedicated 15 years to preserving traditional flavors while revitalizing the culinary scene through innovation. This bowl of Xiying Guanchang, carrying historical memories and the craftsman's original aspirations, is stepping out of its local area with a fresh new look, rejuvenating itself through inheritance.
Speaking about the inheritance and development of Xiying Guanchang (a type of traditional food), Zhang Yong said, "The local support has saved us from many detours in making traditional delicacies, and gives us more confidence to expand and strengthen this craft. Next, we plan to increase investment and expand production scale so that more people can taste the delicious flavors of Xiangyuan, and so that the old craftsmanship of Xiangyuan can be passed on further." (End)
