As the center of the Daolang culture, Awati County is the birthplace of Moussalais wine and is known as the "Hometown of Moussales in China". In 2007, "Musalais Brewing Technology in Awati County" was included in the Xinjiang Uygur Autonomous Region Intangible Cultural Heritage Protection List, and in 2019, it was included in the "Xinjiang Uygur Autonomous Region Wine Industry Development Plan (2019-2025)" for key development. It has embarked on a cultural industry development road of cross-border integration of "Daolang Culture + Musalais".
Inherit the cultural roots and bring forth the new
From the poignant love story of "Aman Guli brewing grapes and waiting for the husband to return", to the southern Xinjiang style of "Dao Lang Sing and Dance · Awati" Moussalais, the "living fossil" of Western wines, has gone through the beginning of the desert soothing thirst business travel, facing the essence of sublimation and bringing forth a new future. After three thousand years of baptism, it has both historical inscriptions and cultural heritage. Memory trickling in the blood of the Vati people. In recent years, Awati County has taken the Daolang culture as its source, and has continuously explored the historical heritage, national characteristics and the breath of the times in the cultural heritage, and learned from it the rich nutrition that promotes the development of the Musalais cultural industry, and has established a Musalais production enterprise 7 There are more than 120 small workshops (households).
Government and enterprise collaborate to expand the market
Centering on the development strategy of "government united universities, enterprise product quality improvement, tourism boosting sales" development strategy, Awati County organizes production companies to establish Musalais Association , Cooperate with Xinjiang Medical University, Xinjiang Institute of Technology, Tarim Agricultural University and other universities to implement Musalais brewing skills and product research and development projects, and modernize the "old brewing technology". At the same time, through the establishment of Musalais brewing experience area and exhibition area in scenic spots, the promotion and exchange activities of Musalaith Cultural Tourism Festival, Carnival, Food Festival, etc., and the development of online sales in online flagship stores, etc. The sales network of Sales products in Beijing, Shanghai, Guangzhou, Hong Kong, Macau and other large and medium cities will gradually cover markets across the country.
gives cultural charm,Start the brand
Awati County regards Musalais as an effective carrier for the protection, utilization and development of cultural resources. On the basis of inheriting and protecting the Daolang culture, it vigorously promotes the excellent traditional Chinese culture and uses the "Grape Wine Luminous Cup". Famous sentences such as “wine ripening red beads” express the meaning of “drunk”, using historical facts such as “there are grapes in the Western Regions, you can drink it for ten years” and other historical facts to record the precipitation of wine “scent”, carved with Daolang gourd, tapestries, farmer paintings, etc. Characteristic elements build development concepts, cultural functions, and market positioning, promote the deep integration of culture and products in all fields, multiple directions, and the entire chain, create a development format of "cross-border, penetration, integration, and improvement", and realize the transformation of cultural resources into cultural capital , Launched a cultural tourism business card "Drunk in Awati".
It is understood that there are currently more than 40 Musalais products in Awati County. The county has an annual output of more than 2,000 tons of Musalais and an output value of over 100 million yuan. The Musalais industry has become the county’s economy. The pillar cultural industry for development. (Kang Ziwei) (China Daily Xinjiang reporter station)
.-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-