中文版：糖葫芦何以风靡韩国？刘海明 全球化时代，再加上互联网的传播效应，什么食物都可能以意想不到的方式在意想不到的地方迎来自己的“高光时刻”。最近，糖葫芦就成了这样的高光主角。 据报道，眼下在韩国，糖葫芦人气已经赶超深受当地消费者喜爱的炒年糕，有的店每天能卖出去200串。数据显示，糖葫芦销售额在近五个月内增加超过10倍，这在韩国甚至掀起了糖葫芦投资创业热。截至10月，糖葫芦品牌门店在一年内暴增10倍。事实上，糖葫芦俘获的不仅仅是韩国消费者的心，在欧洲很多国家也很受欢迎。 一种食物在异国他乡流行，必然与这种食物本身的魅力有关，糖葫芦也不例外。“糖葫芦”本身有良好的味觉体验，同时它还有很强的“张力”，能适配多种不同的食材。在我国东北地区，就有“万物皆可糖葫芦”的说法，比如泡椒凤爪糖葫芦、辣条糖葫芦等就是新奇有趣的搭配。 糖葫芦在韩国“走红”是意料之外但也在情理之中。除了食物本身的魅力，外界条件的支持也是一个重要因素。互联网在这方面功不可没。糖葫芦传入韩国不过是最近几年的事情，原本需要靠“口口相传”来积累口碑的过程经由互联网推动而加快了，糖葫芦迅速在韩国 “家喻户晓”。韩国的首尔及京畿道城市在短短一两个月的时间里涌现出了不少糖葫芦店。 糖葫芦的运营方式也是让它短时间内风靡韩国的原因之一。“王家糖葫芦”据称是韩国首次引入的糖葫芦连锁店，其在网上的营销就比较成功。韩国流行的食物商业周期通常较短，食物种类的迭代速度也比较快，很多年轻人乐于为“热品”消费。当年的麻辣烫、奶茶也是通过“线上线下”相结合的立体式营销让此前几乎“名不见经传”的食物一夜爆火。 糖葫芦风靡韩国，与该国的社会、地理环境也有关系。几年前越南米粉、珍珠奶茶和麻辣烫，都曾享受过今天糖葫芦的待遇。韩国国土面积不大，首都圈人口比较集中，这里的商圈打造的流行食物很快就能带起全国性的跟风浪潮。糖葫芦风靡韩国也是延续了韩国食物的流行模式。 糖葫芦在韩国的风靡当然也不仅仅是流行节奏上的一个“音符”，背后有更为深刻的社会原因，也给了我们一些启发。 再美味的食物走出家门都要考虑“入乡随俗”的问题，尤其是跨国传播时，更要考虑异国他乡消费者的饮食习惯。也许有人会问：中国好吃的东西不计其数，为什么偏偏是糖葫芦火了？对这个问题进行延伸思考，它探索的其实是一种食物风靡海外的成功要素是什么？ 糖葫芦的含糖量较高，在俘获韩国消费者的过程中其实经历了一个 “本土化”的过程。据当地的朋友介绍，韩国当下风靡的糖葫芦跟中国本土的糖葫芦其实有些区别，比中国糖葫芦的糖要薄一些，这是韩国商家基于韩国消费者的饮食习惯做了本土化“改良”。 本土化也是文化、创意碰撞的过程。在糖葫芦风靡前，韩国人一般只单吃水果，没有想过这种组合方式。为满足消费者对糖葫芦的喜爱，商家根据年轻人的偏好还推出了口味相对“猎奇”的炒年糕糖葫芦、米肠糖葫芦等。这是以中国的糖葫芦为基底，融合了韩国消费者的饮食习惯和创意创新，小小一串糖葫芦带来的既是味蕾也是文化和创意的碰撞。 中国有丰富灿烂的文化，饮食文化是其中重要的一部分。我们常说要“讲好中国故事”，糖葫芦虽小，但却是“中国故事”鲜活生命力的一个体现。糖葫芦能风靡海外有外界条件支持的缘故，但根本上还是它本身的魅力俘获了消费者，这就好比一个“好的故事”是“讲好故事”的根本，而我们最不缺的就是好故事，糖葫芦的走红也不会是偶然或个例。 链接：https://hqtime.huanqiu.com/share/article/4FN9TNIsHMJ 英文版： Tanghulu craze in South Korea an embodiment of the vitality of Chinese story In the era of globalization, coupled with the internet, any type of food can have its moment in unexpected places and in unexpected ways. Recently, tanghulu, a traditional Chinese snack of candied fruit, has become a big hit.
Surprisingly, in South Korea, the popularity of tanghulu has surpassed that of the country's traditional fried rice cakes. Reports show that as of October, the number of representative tanghulu brand stores in Korea has increased more than tenfold within one year. In some stores, as many as 200 skewers are sold per day. Tanghulu is also getting increasingly popular in European countries.
A food's popularity in a foreign country is often attributed to its own unique charm, and tanghulu is no exception. Not only does tanghulu provide a delightful taste experience, but it also offers consumers a surprise when mixed with different ingredients. In the northeastern region of China, there is a popular saying - anything can be made into tanghulu. Interesting combinations include candied pickled chicken feet or candied latiao, a spicy soy snack.
The popularity of tanghulu in South Korea is both unexpected and understandable. In addition to the charm of the food itself, the support of external conditions is also an important factor. The internet has played a crucial role in this aspect. Thanks to the internet, the tanghulu craze has taken over South Korea, captivating teenagers and young adults in a very short time.
The operating model of tanghulu stores is also one of the reasons for its rapid popularity in South Korea. Dalkom Wang Ga Tanghulu, Korea's biggest tanghulu chain, grew from around 50 stores in February to over 300 in August. Its online marketing has been very successful. Many young people are like to consume "popular foods." Malatang (a hot and spicy soupy dish of meat and vegetables) and milk tea also became popular overnight through a combination of online and offline marketing, despite previously being relatively unknown in South Korea.
The popularity of tanghulu in South Korea is also related to the country's social and geographical environment. A few years ago, Vietnamese rice noodles, pearl milk tea and malatang all enjoyed the same popularity as tanghulu is enjoying today. South Korea has a small land area, and the population in the capital area is relatively concentrated. Popular food in this area can quickly lead to nationwide trends. The popularity of tanghulu in South Korea also follows the pattern of how other Korean food gets popular.
The popularity of tanghulu in South Korea is not just a "note" in the rhythm of trends, but also has deeper social background, which also gives us some inspiration.
No matter how delicious the food is, it has to be adapted to the local customs, especially when going abroad, the eating habits of consumers in other countries should be taken into account. Some people may ask: there are so many delicious foods in China, why has tanghulu become so popular? In fact, this question leads onto another question. What is the key to success for a food to gain popularity overseas?
Tanghulu is originally of high sugar content, and has actually undergone a "localization" process in South Korea. According to local residents, the popular version of tanghulu in South Korea is slightly different from the tanghulu in China. In South Korea, it is covered with less sugar to cater to the dietary habits of South Korean consumers.
Localization is also a process of cultural colliding and blending. Before tanghulu became popular, South Koreans generally only eat fruit without adding anything else, not to mention sugar. Given the taste of young consumers, some more creative combinations have been launched, such as tanghulu made by stir-fried fried rice cake and sticky rice sausage. Integrating traditional Chinese food with South Korean eating habits and creative innovation, tanghulu brings not only a blending of taste but also culture.
China has a rich and splendid culture, of which food culture is an important part. Although tanghulu is a small part of this food culture, it is an embodiment of the vitality of the Chinese story. The popularity of tanghulu overseas is partly due to external conditions, but fundamentally it is the result of its own charm. To tell the Chinese story well, a good story is the foundation. China has never been short of good stories, and tanghulu is no exception, and many more stories will soon follow.
The author is a professor at Chongqing University. 来源：环球时报 链接：https://www.globaltimes.cn/page/202311/1301963.shtml 编辑：程博 | 
