A variety of ginger-based products by Yang Kui's team are presented. [Photo provided to Tide News]

Nestled in Xieyang village, Zhang'an subdistrict, Taizhou, Zhejiang province, a renaissance of ginger culture is underway. Over a dozen kinds of ginger-based products, from ginger candy to ginger tea, are finding eager markets far and wide.

Zhang'an has a storied history in ginger production, renowned for its small, tender, spicy, and aromatic ginger which was given as tribute in the Southern Dynasty (420-589). However, with outdated processing methods and waning brand recognition, Zhang'an's tribute ginger had faded from the public eye in recent years.

In a bid to revitalize this heritage, Yang Kui, an entrepreneur born in the 1980s, returned to his hometown in 2022 to lead a team in reimagining local ginger products. Their latest creation changed the hard and spicy taste of traditional ginger candy to a soft and sweet toffee-like texture while maintaining its medicinal properties to better resonate with younger consumers.

To propel Zhang'an's ginger onto a broader stage, Xieyang village also forged partnerships with Zhejiang Sci-Tech University and Taizhou Xinfucheng Technology Media Co. Collaborating on research and operations, they are deepening the processing of ginger products, gradually establishing a regional brand rooted in tribute ginger culture.

Focusing on raw material production, Xieyang village collaborates with third parties for processing. With 80 percent of the land dedicated to ginger cultivation, the village lacked robust sales channels before. However, through collecting high-quality ginger from households, the village's collective income has now surged.

Deputy Secretary Yang Judi said, "The sales volume of ginger was about one million yuan ($137,617.08) last year. It is expected to reach 10 to 20 million yuan annually in the next three years."