Since the Southern Song Dynasty court’s roast goose technique was spread to Gujing, the Gujing roast goose technique has been taking root, sprouting, and growing for hundreds of years. It has developed from one store to dozens of stores, some of which are inherited by families. Some are inherited from masters and apprentices, and some are divided among brothers. Regardless of the form, the distribution area of ??Gujing Roast Goose is constantly expanding. Currently, the Gujing Town Government is taking the opportunity to apply for the intangible cultural heritage of Xinhui District to promote this traditional brand.
On Tiancheng Street, the "roast goose street" in Gujing Town, there are no less than 10 large and small roast goose shops; in Huicheng, Gujing and other places, many markets have them Gujing roast goose for sale. Competition within the industry is becoming increasingly fierce. Will it affect Gujing Roast Goose, a brand with more than 700 years of history? Currently, the Gujing Town government is taking the opportunity to apply for the intangible cultural heritage of Xinhui District to promote this traditional brand. When reporters interviewed in Gujing Town, many merchants expressed their hope that the government can establish an industry association to regulate the market and assist merchants* **Together we create the Gujing Roasted Goose brand.
1. Confusion: There are many shops, which one is the most authentic?
Many people who come to Gujing to eat roast goose will encounter this confusion: there are more than 10 large and small roast goose restaurants on Tiancheng Street in Gujing Town, on the side of Gujing Market on the Kinmen First-Class Highway, etc. , such as Hengyi Roast Meat Shop, Jinpingxiang Hotel, Pingxiang Roasted Goose Main Store, Pingxiang Founding Master Roasted Goose... Some roasted goose restaurants' advertisements are quite exaggerated. Which brand of roast goose is the most authentic?
The reporter also encountered the same situation. Recently, when this reporter had dinner with friends from Gujing Town, he expressed his wish to eat authentic roast goose. The friend was confused: in Gujing Town, there is no such thing as "authentic roast goose". The business of each roast goose shop depends entirely on the taste of customers. . Although there are many roast goose restaurants on Tiancheng Street in Gujing Town, there are only two famous brands: one is "Hengyi Roast Goose" from Hengyi Roast Goose Shop, and the other is "Pingxiang Roast Goose" from Pingxiang Roast Goose Store.
According to the staff of the Gujing Town Cultural Station, "Hengyi Roast Goose" has expanded from the main store on Tiancheng Street in Gujing to the Hengyi Hotel in Gujing Town Market. Now the business is getting bigger and bigger, with branches in Guangzhou and Gujing. Branches were set up in Huicheng, Shadui and other places; the children and grandchildren of the owner of "Pingxiang Roast Goose" developed "Pingxiang Roast Goose" into Pingxiang Roast Goose Seafood Fishing Village Restaurant, Pingxiang Roast Goose King, Jinpingxiang There are nearly 10 stores including Roast Goose and Pingxiang Roast Goose Main Store. After seeing the popularity of Gujing Roast Goose, various villages in Gujing Town also started the roast goose business and opened roast goose shops in various rural markets. Some Gujing people even went to Huicheng, Jiangmen urban areas and other places to open Gujing. Roast goose shop.
Currently, Gujing Roast Goose has radiated and affected a wide area, ranging from Wuyi District of Jiangmen to Foshan, Zhongshan, Zhuhai and other places. Almost the entire Pearl River Delta citizens know or have eaten Gujing Roast Goose. , Hong Kong, Macau and even the United States, Canada and other places across the ocean also have shadows of Gujing roast goose.
2. Worry: Traditional craftsmanship is unsustainable and the market still needs to be regulated
It is understood that although roast goose shops are "blooming everywhere" in Wuyi, there are still concerns about the "leading" roast goose merchants. The business has not had much impact. Now Gujing only has two registered trademarks for "Hengyi Roast Goose" and "Pingxiang Roast Goose". Lu Bai, the owner of "Hengyi Roast Goose", told reporters that 10 years ago, there were only two roast goose shops in Gujing. Now, although there are more roast goose shops in Tiancheng Street and even Gujing Town, the business of these old shops has not been greatly affected. . The roast goose sold in various rural markets has no unique color, fragrance, and only a relatively small number of repeat customers, so it cannot become a big hit. After becoming stronger and bigger, "Hengyi Roast Goose" and "Pingxiang Roast Goose" pay more attention to brand building and service quality. Although there is commercial competition between them, they often have issues such as technology and price. Communicate.
However, roast goose merchants still generally express concerns about market conditions: First, due to the temptation of economic benefits, a variety of modern machinery and chemical materials are constantly replacing traditional processing equipment and materials, making the most popular products. Distinctive traditional craftsmanship is difficult to sustain; secondly, competition within the industry is too great and mutual exclusion will inevitably occur. “To develop to this point will definitely be detrimental to the inheritance and development of the Gujing Roast Goose brand.
"Lu Bai hopes that government departments can take the lead in organizing the establishment of an association to standardize the market, so that various roast goose restaurants can engage in healthy competition, and jointly promote and build the Gujing roast goose brand.
3. Direction: Turn Gujing into a Roast goose has become the business card of Xinhui
Gujing roast goose has a history of more than 700 years and has become one of the "city business cards" of Gujing and even Xinhui. In addition to its exquisite production skills, Gujing roast goose can also In addition to giving people delicious enjoyment, it also has special functions that cannot be replaced by any other roasted goose. According to the relevant person in charge of the town, this is mainly reflected in historical value, tourism value, economic value, etc.
For a long time, Gujing roast goose has gradually become an indispensable part of Gujing culture and even Xinhui culture. During traditional festivals, Gujing roast goose is the main food on the tables of the people in Gujing. Whenever relatives and friends come from afar, people will eat Gujing roast goose. During the Qingming Festival, Gujing roasted goose has become the best sacrifice to worship ancestors. These folk customs have been passed down for hundreds of years.
Gujing Town is rich in tourism resources and is also a famous overseas Chinese in Xinhui. The roast goose in Gujing attracts many tourists from far away. They get to know Gujing through the roast goose, know about the royal village in Gujing and the "Battle of Waterloo in the Song Dynasty" - the Battle of Yamen, and also learn about Xinhui from it. It will bring direct or indirect benefits to Xinhui's tourism. For example, "Hengyi Roast Goose" has been accepted by Hong Kong Jade TV, Hong Kong Asia TV, Guangdong Satellite TV, Southern TV, Jiangmen Daily, Jiangmen TV, etc. Exclusive interviews with multiple media outlets are also powerful publicity for Xinhui.
According to incomplete statistics, about 500 Gujing roast geese are baked every day, and the price of each roast goose is 80-100 yuan. Between now and then, the daily gross profit is nearly 50,000 yuan. On holidays, the number of roasted geese is even greater, almost 3-5 times that of weekdays, and the economic benefits created are even greater for the successive families of Gujing roasted goose. The business opportunities brought by this brand have gradually expanded from the small workshop business model, creating considerable tax revenue for the local government.
For these reasons, the Gujing Town Government attaches great importance to building a brand. And to promote this brand, we are planning to organize several major roast goose restaurants in the near future to hold the "Gujing Roast Goose Festival" event, and take advantage of the opportunity to apply for the intangible cultural heritage of Xinhui District to promote this brand further. The town has organized Gujing Roast Goose to participate in several Xinhui District Food Culture Festival and other promotional activities
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The origin of Gujing Roast Goose
According to According to the staff of the Gujing Town Cultural Station, there is another story about the origin of Gujing Roast Goose: More than 700 years ago, a great battle between the Song and Yuan Dynasties occurred at Yamen in Xinhui, which changed dynasties. After the war, a man in charge of the Southern Song Dynasty palace The chef who made the roasted goose took his daughter and fled to Xiandong Village on the west bank of Yinzhou Lake. The chef opened a roasted goose shop in Xiandong Village. With the superb skills of the palace's secret roasted goose, the goose was cooked to perfection. Soon it became famous for dozens of miles, and the business was very good.
Later, the chef’s daughter grew up and married into Gujing on the east bank of Yinzhou Lake, bringing her father’s secret roasted goose technique with her. Gujing and Gujing roast goose originated from this and have been passed down from generation to generation to this day. Nowadays, due to the passage of time, it is impossible to verify who is the direct apprentice of the chef's daughter.
Unique production technology
The production of Gujing roast goose has its own uniqueness, and everything from selecting the goose to roasting the goose is very particular.
There are two geese produced every year. The goose species commonly used in Gujing roasted goose are goose fry one and a half months before and after Qingming Festival in spring and Double Ninth Festival in autumn, and they must be raised in local fish ponds until they are three or four months old. , weighing about 7 pounds, this kind of goose is called "Black-maned Goose", which is not polluted and has the best meat quality. It should be noted that the geese cannot be raised too large, otherwise the cooked meat will be old and not tender enough.
When roasting the goose, first apply vinegar to the goose body. After the goose body is dry, use traditional light soy sauce mixed with sugar, salt, wine, minced garlic, five-spice powder and other undesirable ingredients. The secret recipe is stuffed into the goose belly with sauce, tied tightly with a rope, and the back of the goose is smeared with maltose before the goose is hung in the hot stove for cooking. When burning, attention should be paid to even firepower and local lychee wood must be used for burning, so that the cooked goose will taste like lychee.