Authors: Lin Huating, Li Weimiao, Liu Dun 

Publisher: China Education Daily 

Date: June 4th

On June 5th, 2024, China Education Daily reported on the transformative impact of Jinan University's initiatives in boosting the Shixing Prime Minister's Noodle industry. Spearheaded by a diligent student task force named Bilingual Live Streaming Helps Countryside, Youth Cohesion at the Right Time, the university has played a pivotal role in propelling the humble Prime Minister's Noodle onto a grander stage.

This distinctive noodle, named after the illustrious Tang Dynasty figure Zhang Jiuling, owes its delectable texture to the fusion of local rice and mountain spring water, meticulously processed through a triple cooking and sun-drying technique. Despite its historical charm and culinary splendor, the product faced hurdles in market visibility and competition due to its limited recognition among consumers.

Jinan University's multifaceted intervention encompassed diverse angles such as marketing strategies, product enhancement, and cultural branding to elevate the profile of Shixing Prime Minister's Noodles. By leveraging the expertise of various departments within the university, including Food Science and Engineering and Packaging Engineering, innovative solutions were concocted to revamp product standards, packaging design, and market outreach.

In an effort to diversify the product range and engage contemporary sensibilities, Jinan University's students incorporated elements of historical storytelling, interactive packaging design, and eco-friendly materials into their branding endeavors. Through meticulous research and creative ingenuity, they infused a fresh appeal and market competitiveness into the traditional staple.

A range of initiatives, from agricultural live streaming to campus promotions, saw a remarkable uptake in sales, with over 150,000-yuan worth of Prime Minister's Noodles sold through various channels. Notably, the annual production of these noodles surged by 30% in 2023, reaching a staggering 3 million kilograms and selling out completely—a testament to the successful collaboration between Jinan University and local enterprises in propelling the Shixing Prime Minister's Noodle industry towards prosperity.

The heartfelt efforts of Jinan University's students and faculty have not only revitalized a local delicacy but have also ignited a profound cultural and economic resurgence in the Shixing region. Through their dedication and ingenuity, they have showcased the transformative power of academic collaboration in nurturing sustainable growth and celebrating the rich tapestry of culinary heritage.