“Good colors and flavors. It is sweet, sour, fresh and somewhat astringent...” said some tourists to the Making Park of Shendang Soy Sauce and Shaoxing Wine Co., Ltd. Groups of tourists came here to appreciate the company’s flavor of soy sauce and fragrance of wine since the beginning of this year. In the first half of the year, the number of the visitors to this park was five times bigger than that of the previous year, and retail sales doubled.

In recent years, Shendang, an ancient town of Haiyan, has tapped the century-old soy sauce and Shaoxing Wine making culture, inherited intangible culture heritages, produced innovative cultural products, given play to the role of this company-a leading agricultural enterprise to build the Shendang Soy Sauce and Shaoxing Wine Making Park, and Soy Sauce and Shendang Shaoxing Wine Making Culture Travel Block into a Shendang Soy Sauce and Shaoxing Wine Culture Zone.

Walking into the Park, you will find its Chinese name and smell the fragrance of the soy sauce and wine. The white walls of the Park is painted with the pictures on the production of soy sauce and Shaoxing Wine such as sieving, soaking and rice cooking rice, cooling with water, etc., indicating the Park enjoys a long history.

“The white soy sauce-flavored ice cream tastes amazing, and the salty and sweet combination is special,” said Mr. Wang, a tourist from Shanghai.

There are large and small wine jars on the floor of the cellar; on the ground, there are rows of soy sauce jars, which are open for the soy sauce in them is being dried in this hot summer. The company used to be called “Taixing Sauce Garden”(a shop actually) in the period of Guangxu Emperor (1871-1908) of the Qing Dynasty (1644-1911), and has a history of 132 years now. Over the past century, this old shop has changed into a factory, and then the factory into a company, but its production concept  has not changed. Fine rice and soybeans are its main raw materials. Shaoxing Wine is made in winter and soy sauce in summer. Supported by four intangible cultural heritages, namely, Shendang Shaoxing Wine Making, Shendang Soy Sauce Making, Jar Repairing and the Festival for Starting Shaoxing Wine Making on the Beginning of Winter, the Park has been built into a provincial-level intangible cultural heritage workshop to showcase traditional skills.

“We will build a tour base for parents and children, a research and study base and an industrial tour base. We have developed such tourist products as classic Shaoxing Wine, Shaoxing Wine as gifts and  customized Shaoxing Wine, developed such cultural and creative products as the rice mixed with soy sauce, soy sauce banquet, salted duck eggs, and soy sauce ice cream sticks to attract tourists with personalized food and products. We now hold more than 200 activities annually,” said Pang Weihua, deputy general manager of Shendang Soy Sauce and Shaoxing Co., Ltd. This year, a soy sauce and wine making history exhibition hall will be constructed to demonstrate local soy sauce and wine culture to develop local classic historical and cultural industry.

Meanwhile, this town has constructed intangible culture heritage display and experience centers based on its intangible culture resources, established the “intangible culture heritage pioneer teams” and built the brand “Culture Tourism Festival for Soy Sauce and Shaoxing Wine Making”. It holds the Festival for Starting Shaoxing Wine Making on the Beginning of Winter every year and “Ceremony of Closing Jar Lids on the Spring Equinox”. A large number of tourists are attracted to come for culture experience at the opening ceremony of the soy sauce making and Shaoxing Wine making and the ceremony of putting Shaoxing Wine into the cellar. This century-old company has roared into life, and now it is one of the the third “Chinese Time-honored Brands” and the winner of “Mayor Quality Award” of Jiaxing, the only winner as an agricultural enterprise in Jiaxing. Yu Hua, a famous writer, ever visited the company and gave it his inscriptions, injecting new ideas into this century-old company.

This year, the government of Shendang has strengthened the  cooperation with enterprises and the construction of the Shendang Soy Sauce and Shaoxing Wine Making Culture Travel Block to integrate cultural and commercial elements of the Ancient Benhu Street, soy sauce and Shaoxing Wine making technology, the trip to the Shendang Soy Sauce and Shaoxing Wine Making Park and historical sites to meet consumers’  needs with participation-based and interaction-based tourist products. The Soy Sauce and Shaoxing Wine Making Culture Travel Block is adjacent to the Shendang Soy Sauce and Shaoxing Wine Making Park, and more tourist facilities and restaurants will be constructed at the entrance and exit of the Block to transform the soy sauce and Shaoxing Wine making culture into creative tourist products.

A series of cultural and creative products such as ice creams have been produced, and the Shendang Soy Sauce and Shaoxing Wine Culture Zone will integrate its development with the surrounding projects such as the Shendang Barn-based Cultural and Creative Park under rapid construction, coffee factory and Muxinju Resort Hotel, stimulate the trips to beautiful rural areas, promote the development of the Ancient Benhu Street through the development of Shandang Soy Sauce and Shaoxing Wine Making Co., Ltd., which will further promote Shendang’s development and inject new vitality into the integrated development of agriculture, culture and tourism.