于进江 | 国潮食养点心与传统中点文化复兴梦想家 / 开普饭

峰会分享嘉宾

于进江

Jingjiang Yu

国潮食养点心与

传统中点文化复兴梦想家

于进江先生热衷于传统文化与艺术研究，从事商业视觉设计、营销推广20年，长期致力于视觉设计在品牌传播与营销中的运用及实践，曾成功塑造了小罐茶、燕之屋、广誉远、灵山小镇·拈花湾等国内知名品牌，获得广泛赞誉。

与此同时，于进江先生还是国内知名收藏家，长期研究、收藏中国传统民俗文化艺术品。其收藏的精品中国传统点心模具10000余块，从唐代开始到新中国成立，跨越千年历史，题材广泛、图案精美，其著作《小点心·大文化》也是第一本将24节气、72候与点心模具对应的生活美学史料图书，并获得第 24 届国际美食美酒图书奖“评委会特别奖”。

为了让更多人看到中式点心之美，于进江创立国潮食养点心品牌于小菓，是集中国传统点心文化收藏、整理、研发、创新为一体的食物设计和文创公司。于小菓独家研发专利包装“小鲜盒”，获得德国设计奖优胜奖，同时也是德国设计委员会会员单位。通过复原传统点心的民俗节庆礼仪以及节气饮食养生文化，创新打造国人最佳随手礼。

Mr. Jinjiang Yu is keen on the research of traditional culture and art. He has been engaged in commercial visual design and marketing for 20 years. He has been committed to the application and practice of visual design in brand communication and marketing for a long time and successfully created wellknown brands such as XIAOGUANCHA, YAN PALACE, GUANGYUYUAN, NIANHUAWAN, etc., which have won wide praise.

At the same time, Mr. Jinjiang Yu is also a well-known collector in China, who has long studied and collected Chinese traditional folk cultural works. His collection of more than 10000 pieces of traditional Chinese Pastry molds, from the Tang Dynasty to the founding of new China, has a history of more than a thousand years, with a wide range of subjects and exquisite designs. His book 'Little Pastry, Great Culture' is also the first historical book of life aesthetics corresponding to 24 solar terms and 72 solar terms and dim sum molds, and has won the 'special award of the jury' of the 24th International Book Award for food and wine.

In order to let more people see the beauty of Chinese Pastry, Jinjiang Yu founded Guochao Pastry brand YuXiaoguo, which is a food design and cultural creation company integrating the collection, sorting, research and development, and innovation of Chinese traditional Pastry culture. YuXiaoguo is the exclusive research and development of patent packaging 'small fresh box', won the winner of the German design award, and is also a member of the German Design Council. Through the restoration of traditional Pastry folk festival etiquette and solar term diet health culture, innovation to create the best casual ceremony.

峰会分享主题：

小点心，大文化

峰会分享内容:

中国有着博大精深的饮食文化，而点心亦有着其精彩的篇章，古人通常结合中国的节日节气和地方民俗，制成图案精美多样、寓意吉祥、口味丰富的点心，即可食用、祈福又可待客、送礼。但随着时间推移和物质的极大丰富。中国点心文化甚至面临技艺失传、文化消退的困境。反观世界其他地区，日本和菓子和欧洲的下午茶文化却日新月异，甚至成为国家文化的载体。此次分享将聚焦模具与点心的食物艺术创作，点心与中国文化IP的传承等内容，并通过广誉远、燕之屋、8848钛金手机、小罐茶、拈花湾等过往案例来解析·于小菓食品文创开发的创意思路例如城市福饼系列等产品研发。

谁适合参与此峰会:

对创意过程、设计和食物感兴趣者。

为什么参与此峰会:

-了解众多知名品牌从创业到过亿的成长经历分享

-点心文化美学交流分享

-食品文创心得分享，藏以致用·食物设计

Speech Topic:

Little Pastry, Great Culture

Content introduction:

China has a broad and profound food culture, and pastry also has its wonderful chapter. The ancients usually combined Chinese festivals and local folk customs to make pastry with exquisite patterns, auspicious meanings and rich flavors, which can be eaten, prayed and served guests. , Gifts. But with the passage of time and the great abundance of material. Chinese pastry culture is even facing the dilemma of loss of skills and cultural decline. In contrast to other parts of the world, the afternoon tea culture of Japanese wagashi and Europe is changing with each passing day, and has even become the carrier of national culture. This sharing will focus on the food art creation of molds and pastry, and the inheritance of pastry and Chinese cultural IP. It will be analyzed through past cases such as Guangyuyuan, Yanzhiwu, 8848 titanium mobile phone, small pot of tea, and Nianhuawan. ·Innovative ideas developed by Yu Xiaoguo Food, such as the development of products such as the urban fortune cake series.

Target audience:

People who are interested in creative processes, design and food.

Participants Benefit:

-Understand the growth insights of many well-known brands from start-up to over 100 million sells company

-Pastry culture and aesthetics sharing

-Sharing of food cultural and creative experience, collecting it and applying it into Food design

于进江设计案例