Local Knowledge Innovation and Consumer Identity in the Construction of Urban Food Culture Brands:A Study Based on Yunnan Gejiu's "Zhadian Fresh Milk"
In the current context of urban-rural integration,the continuous expansion of urban space makes urban and rural space overlap and intertwine,which will surely drive the evolution of rural culture to a higher level,more diversified and more inclusive direction,and how local knowledge can be developed in the city is an issue worthy of attention and investigation.Taking Zhadian Fresh Milk and its product—Zhadian fresh milk bar in Zhadian Town of Gejiu City as an entry point,the study tries to analyze the revitalization of local knowledge and consumer identity in the food culture branding of Zhadian Fresh Milk through the research method of anthropological participatory observation,summarizing the inheritance and innovation of rural traditional cultural resources in the context of rural revitalization,and arguing that inheritance and innovation of rural culture can hardly be realized only by self-generated inner resources,but must have a coordinated,integrated and resourceful cultural space environment to activate the confidence of traditional culture and further realize the renewal of culture.
Local knowledgeRural revitalizationConsumer identityZhadian Fresh MilkCultural imaginationAnthropology of food
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