The monthly sales of tens of millions of net red Shandong sorghum glutinous rice "drawn out of the circle"

Many post-90s and even post-80s generations may not have thought that a candy that made them fond of decades ago, sorghum jelly, will become an "Internet celebrity" in a few years

Elastic and flexible sorghum jelly

Sorghum glutinous rice, collectively referred to as glutinous sugar, is a traditional brand-name soft candy

Is sorghum jelly made from sorghum? It is understood that initially, the raw material of sorghum jelly was indeed sorghum starch, but over time, people found that the taste of sorghum is not as good as that of corn, so the main components of sorghum jelly are corn starch, sugar and corn starch.

"Stery culture" captures the hearts of young people

In recent years, the growth rate of traditional candy has declined, and it has even become the “bottom commodity” in the casual snack market.

Open the short video platform, click on a video of a food anchor, and find that in each video about sorghum jelly, similar oral explanations, repeated simple plots, and looping "drawing" performances are all labeling sorghum jelly

On the other hand, sorghum glutinous rice is a traditional specialty in Shandong, and the anchor also uses this to play the "emotional card", and the "childhood taste" and "hometown feelings" that are constantly emphasized have contributed to the success of this marketing

"For the new generation of consumer groups, the interesting 'drawing' experience may be more popular than practical

(Eastern)

 "China Food News" (May 18, 2021 07 edition)

(Editor-in-charge: Peng Zonglu)