余紀(jì)萱

我出生在臺灣省，父母都是客家人，爸爸的老家是苗栗，媽媽則在新竹長大。從小媽媽就常說，我們的祖先在廣東梅縣，外公的祖輩就來自那里。

11歲那年，因為父母工作的關(guān)系，全家搬到了離福州很近的一個島上。從那個時候開始，在媽媽的帶領(lǐng)之下參加了兩岸婦聯(lián)組織的許多文化交流活動，懵懵懂懂的我也因此對海峽的另一頭產(chǎn)生了憧憬。

高中畢業(yè)的那一年，帶著兩個沉甸甸的皮箱，第一次離開家鄉(xiāng)，離開父母的溫暖港灣，到了日本留學(xué)生活，結(jié)識了來自浙江杭州、畢業(yè)于杭州外國語學(xué)校的他。在他的指導(dǎo)和陪伴下，我考上了京都大學(xué)。我們一起在日本求學(xué)、讀研、工作、結(jié)婚和買房。突然有一天，他說老家的奶奶跌倒了，正在醫(yī)院里急救。在向單位請假、購買機票、等待回國的那幾天里，時間仿佛停止，從未經(jīng)歷如此煎熬。這件事情，促使我們開始考慮回國和親人團聚的計劃。

2018年， 我們在微信公眾號上看到了杭州余杭區(qū)面向海外（境外）世界百強高校畢業(yè)生發(fā)布的首批招聘計劃，在先生和父母的支持和鼓勵下，我順利考進了余杭區(qū)旅游集團。2019年2月，我成為了新杭州人、新余杭人。非常有緣的是 ，我姓余 ，余杭的余。

唱響徑山禪茶宋韻文化

在日本讀大學(xué)時期，外國留學(xué)生最喜愛的課程之一便是“茶道”。正是因為這一茶道課程，第一次了解到日本茶道起源于余杭徑山，和禪茶文化結(jié)下了第一道緣。來到余杭之后，我被安排到余杭西部和日本茶文化有著深厚淵源的徑山，從事文化挖掘等文旅工作。

唐宋時期中國佛法鼎盛，眾多日本僧侶慕名前來中國學(xué)習(xí)佛法，在習(xí)佛過程中，他們接觸到了寺廟中戒規(guī)森嚴(yán)、用來悟道參禪的茶宴文化，并將其帶到日本繼承發(fā)揚，經(jīng)過千年的歲月更迭，最終演變?yōu)榻袢盏娜毡静璧?。中日兩國的茶文化，可以說有著千絲萬縷的緊密聯(lián)系。最初的日子里，我就這樣一頭栽進了徑山充滿魅力的千年禪茶文化的海洋中，走徑山古道，訪徑山寺，向徑山腳下的茶文化研究者、茶生產(chǎn)相關(guān)人士拜師學(xué)藝，找尋《大觀茶論》《茶具圖贊》等各種書籍，文言文看不懂就遍尋各種白話譯本，幾個月后，和小伙伴們一起開發(fā)出了“徑山宋代點茶體驗課程”。

余杭徑山，是茶圣陸羽著經(jīng)之地，日本茶道之源?！澳纤螘r期，日本禪僧圓爾辨圓來到當(dāng)時江南五山十剎之首的余杭徑山寺學(xué)習(xí)佛法，之后，他將徑山茶籽帶回日本，成為日本靜岡茶的茶祖。他是日本東福寺的開山祖師，后來被尊稱為圣一國師。”每次在臺上講述禪茶文化歷史時，我總會向大家展示一張在日本京都東福寺拍到的資料介紹圖片，而這個時候，坐在臺下的國內(nèi)外大小聽眾表情總是充滿驚喜，有時候還會發(fā)出“哇哦”的贊嘆聲。

體驗課結(jié)束之后，眼睛發(fā)光的游客常常會稱贊說：“小余老師，你說得可真好，原來這其中有那么多文化和歷史淵源！”這時，我就深刻地感覺到，讓更多人知道余杭徑山的千年禪茶宋韻文化，是一件多么有意義又多么有成就感的事情。

為了打造出屬于杭州也屬于世界且更為獨特的禪茶形象，2019年，我們推出了符合大眾認(rèn)知的“忠于禪心 · 精于茶道”的“陸羽與茶小僧”文旅IP形象。經(jīng)過宣傳和推廣，這一IP形象榮獲2019杭州 · 浙西文旅十佳文旅融合IP，并從此開始有了更多的應(yīng)用和實踐。

剛開始的時候，我們做了旅游宣傳冊、旅游地圖，并且配以各種推廣活動，但同時也意識到，“沒有產(chǎn)生經(jīng)濟效益，項目是走不遠(yuǎn)的”。在全體同事的共同努力下，我們決定用徑山茶為原材料，加入本地的食材，在大徑山旅游集散中心的候車大廳旁推出一家新式茶飲店。2019年10月1日，“陸羽泡的茶”創(chuàng)始店就這樣登場了。

我們找到了本地企業(yè)浙茶集團九宇有機，與其展開戰(zhàn)略合作，所有的茶原料都是來自徑山茶園，而牛奶則摒棄人工奶精，使用了本地的新希望巴氏殺菌牛奶。其中，“晏坐紅莓莓”“鵬摶綠芒芒”等一系列光名字就令游客們感到新奇的水果茶，取名時的靈感均來源于徑山五峰 ;而“正清牛乳抹茶”“和雅牛乳紅茶”則是結(jié)合了禪茶文化精神 ;“萬壽玄米”“金桂蜜梨”這類曾不被看好的冷泡徑山茶，更是意外地收獲了不少好評。經(jīng)過近一年的口碑相傳，我們的店在美食APP上被推薦為“來徑山必喝奶茶店”。

為了進一步推廣本地的農(nóng)產(chǎn)品，“陸羽泡的茶”還結(jié)合余杭瓶窯鎮(zhèn)的特產(chǎn)蜜桃，開發(fā)出“大觀山樂桃桃”茶飲 ;另外，還和余杭鸕鳥鎮(zhèn)合作，使用鸕鳥之寶——蜜梨推出一款名為“養(yǎng)生小梨君”的養(yǎng)生飲品。在銷售茶飲的同時，我們也積極和附近的果園進行聯(lián)動，向游客推薦新鮮、甜美的本地水果，讓游客不僅能品嘗到具有深厚文化底蘊的茶飲，也對余杭西部富有鄉(xiāng)村特色的農(nóng)產(chǎn)品有了更多的了解和喜愛，從而進一步提升了果農(nóng)收入，為浙江高質(zhì)量發(fā)展建設(shè)共同富裕示范區(qū)貢獻一份綿薄之力。

用創(chuàng)新手法刺激文旅多元消費，進而帶動本地青年就業(yè)，將文旅融合賦能鄉(xiāng)村振興，推進余杭西部富美，助力共同富裕。2020年年底，大徑山“陸羽與茶小僧”更是成功入選首批浙江省文化和旅游IP。

除了茶飲之外，團隊也熱衷投身于跨界文創(chuàng)產(chǎn)品的開發(fā)。比如，我們陸續(xù)推出結(jié)合徑山特色的綠茶、紅茶、抹茶 “三味徑山茶”禮盒，設(shè)計出融入游客美好期望的“祈福茶包”，與“雙槍竹木”聯(lián)名生產(chǎn)出徑山福箸等文創(chuàng)產(chǎn)品。值得一提的是，我們共同努力的成果——“浙抹牛”抹茶牛乳搖搖杯組合榮獲“韻味杭州 · 有禮相伴”2021杭州市伴手禮創(chuàng)意設(shè)計大賽的銀獎，這個組合包含了徑山抹茶、鸕鳥礦泉水、良渚原創(chuàng)品牌搖搖杯和新希望牛乳，成為城市伴手禮中的熱門商品套裝。

把余杭當(dāng)作自己的家鄉(xiāng)

去年2月，第二家“陸羽泡的茶”在杭州未來科技城海創(chuàng)園開業(yè)，其中一位店員是來自徑山的“90后”女孩，她說，“可以這樣宣傳推廣家鄉(xiāng)，這種工作機會特別難得”。店鋪里，擺放著大徑山的文化旅游宣傳地圖、漫畫，播放著“陸羽帶你游大徑山”的文化旅游宣傳片。小小一個店面，讓越來越多來到未來科技城工作、生活的人們，可以購買到余杭西部的農(nóng)業(yè)加工品，接觸到深厚的文化底蘊，這也是建立未來科技城與瓶窯、徑山、黃湖、鸕鳥、百丈等西部五鎮(zhèn)協(xié)作機制，實現(xiàn)“1+5”區(qū)級山城協(xié)作聯(lián)動、互相促進、共同發(fā)展的生動體現(xiàn)。

去年6月1日，我獲邀參加《富春山居圖》合璧十周年紀(jì)念活動，并擔(dān)任來杭就業(yè)臺胞青年的代表，在活動現(xiàn)場分享了“余杭大徑山文旅IP與鄉(xiāng)村振興”的案例。在浙江省人民大會堂的演講臺上，我自信又開心地說著和大家一起努力、將余杭徑山的一片片“綠葉子”打造成一片片“金葉子”的故事，聽臺下的小伙伴們后來說，我講話的時候整個人都在發(fā)光。

是的，那是因為我已經(jīng)深深地把這里當(dāng)成了我的家鄉(xiāng)。

去年10月，我加入杭州市余杭區(qū)文化和廣電旅游體育局的大家庭，和團隊一同深度挖掘區(qū)內(nèi)各地文化故事，推出了全新的“余杭文旅新視覺形象”，并在產(chǎn)品上進行了多維應(yīng)用。我們還走進余杭西部鄉(xiāng)村的各個角落，拍攝當(dāng)?shù)剞r(nóng)家樂和餐館精心烹調(diào)的傳統(tǒng)美食，例如百丈竹筒飯、徑山茶香蝦、鸕鳥梨酥肉等特色菜肴，推出一系列“美食+文旅”創(chuàng)意短視頻，進一步打響“詩畫浙江 · 百縣千碗”余杭特色美食品牌，用符合更多受眾視聽習(xí)慣的傳播手法，提升鄉(xiāng)村美食文化知名度，以美食賦能鄉(xiāng)村振興，在推動高質(zhì)量發(fā)展建設(shè)共同富裕示范區(qū)的過程中體現(xiàn)獨特余杭的“余”韻。我們還致力于杭州余杭與衢州柯城的“山海協(xié)作”項目，在“中國第一農(nóng)民畫村”衢州余東村分享余杭發(fā)展的經(jīng)驗，針對兩地在文化旅游、文創(chuàng)產(chǎn)品開發(fā)等方面可攜手共進的合作點開展了深入探討。

來到杭州余杭，是我深入了解中華文化的新開始，也是我融入祖國懷抱、促進兩岸交流的新起點。未來，希望通過努力，為文旅融合賦能鄉(xiāng)村振興、為助力浙江高質(zhì)量發(fā)展建設(shè)共同富裕示范區(qū)貢獻更多的力量，讓屬于浙里的魅力、屬于余杭的“余”韻為更多人所知、所感、所愛，讓世界看見浙江！

I was born in Taiwan province of Hakka parents. My father’s hometown is Miaoli， and my mother grew up in Xinzhu. My mother used to tell me when I was a child that my grandfather’s ancestors came from Meixian county， Guangdong province.

When I was 11， our family moved to an island very close to Fuzhou because my parents worked there. At the time， I took part in many cultural activities organized by women’s federations of both the mainland and Taiwan. From that time on， I had a vague longing for the other side of the Straits.

Upon graduating from high school， I left my hometown and went to study in Japan. I met a guy from Hangzhou， who became my life partner. He graduated from Hangzhou Foreign Language School. Under his guidance and company， I was enrolled in Kyoto University. We went through postgraduate years together， worked there， got married， and bought a house in Japan. Suddenly one day， he told me that his grandmother had fallen down in his hometown and was hospitalized for emergency treatment. During the days when we asked the boss for leave， bought air tickets， and waited to return to China， time seemed to have stopped， and our mood had never been so bad. This incident triggered our plan to return to China and reunite with our relatives.

In 2018， we saw on the official notice that Yuhang district of Hangzhou released the first batch of recruitment plans to the top 100 universities in the world. With the encouragement of my husband and my family， I got a job from the Yuhang District Tourism Group. In February 2019， I became a “new Hangzhou resident” and also a “new Yuhang resident”. It is very fateful that my surname is Yu， Yu for Yuhang.

When I studied in Japan， the favorite course of foreign students was “tea ceremony”. It was precisely because of this course that I learned that the Japanese tea ceremony originated in Jingshan， Yuhang， and formed my first bond with the Chan （Zen） tea culture. After coming to Yuhang， I was assigned to Jingshan itself in western Yuhang， which has deep relations with Japanese tea culture， to engage in cultural excavation and integration of culture and tourism.

During the Tang （618-907） and Song （960-1279） dynasties， Chinese Buddhism was at its peak， and many Japanese monks came to China to study Buddhism. In the process， they came into contact with the tea banquet culture in temples， which was strictly disciplined and used to embody Taoism and Chan. After over a thousand years， what they brough back to Japan finally evolved into today’s Japanese tea ceremony. The tea culture of China and Japan is inextricably linked. Soon I plunged into the charming ocean of Jingshan’s thousand-year-old Chan tea culture， climbing the ancient paths surrounding the Jingshan Temple， and learned the art of tea at local tea companies. By reading Daguan Tea Theory， Pictured Tea Sets， among other tea ceremony treatises， I developed a “Course for Experiencing Jingshan Song Dynasty Tea Making” together with my friends.

Jingshan is the place where the tea sage Lu Yu （733-804） wrote his tea classics and thus the source of the Japanese tea ceremony. “Around 1240， the Japanese Chan monk Enji Benen came to the Jingshan Temple， the top Buddhist temple in southern China then， and learned Buddhism. After that， he brought tea seeds back to Japan and became the originator of Shizuoka tea. He was the founder of the Tofuku Temple in Japan， and was later honored as Shoichi Kokushi， the National Teacher of the Holy One.” Every time I teach in class， I show the pictures I found at the Tofuku Temple. And my audience is always pleasantly surprised.

After the experience class， I would be praised by the excited tourists， “Ms. Yu， what you said is really good. It turns out that there are so many cultural and historical facts in it.” And I would feel deeply that it is meaningful and rewarding to let more people know the thousand-year-old Chan tea culture of Jingshan.

To create a unique image of Chan tea that belongs to Hangzhou and the world， we launched in 2019 a cultural tourism （IP） image of “Lu Yu and Tea Monks”， who are “Loyal to Chan and Expert at Tea Ceremony” in line with the public perception， which won the award as one of the 2019 Top Ten Cultural and Tourism Integration IPs for Hangzhou-Western Zhejiang Cultural Tourism， and since then， there have been more applications and practices in cultural and tourism integration.

At the beginning， we published tourist brochures， tourist maps in various promotional activities， but we realized that “the project will not last long without generating profits.” With the support and encouragement of the government， and after brainstorming with our partners， we decided to utilize Jingshan tea mixed with local ingredients as raw materials， by launching a new-style tea shop next to the hall of the Jingshan Tourist Center， focusing on milk tea. The shop “Lu Yu’s Tea” debuted on October 1， 2019.

We approached a local company， Jiuyu Organic of Zhejiang Tea Group， and started a strategic cooperation. All raw materials are selected from Jingshan Tea Garden， and for the milk ingredients we abandoned artificial creamer in favor of local New Hope pasteurized milk instead. After nearly a year of word of mouth， our milk tea shop was recommended as a “must-drink milk tea shop in Jingshan”.

We have innovatively stimulated diversified consumption of culture and tourism， and to promote employment of local youth， we have integrated culture and tourism to empower rural revitalization， promote the prosperity of western Yuhang and help the drive towards common prosperity. At the end of 2020， our brand was successfully selected into the first batch of cultural and tourism IPs in Zhejiang Province.

In addition to tea drinks， we have also devoted to the development of cross-industry cultural and creative products. For example， we successively launched the “Three-Taste Jingshan Tea” gift boxes of green tea， black tea and matcha， designed “Blessing Tea Bags” that incorporate the good expectations of tourists， and jointly produced Jingshan Fuzhu chopsticks with a local company. It is worth mentioning that the result of our joint efforts -- the “Zhemoniu” matcha milk shaker cup combination was honored with a silver prize in the “Delicious Hangzhou with Accompanying Gifts” 2021 Hangzhou Souvenir Creative Design Competition.

In February 2021， a second “Lu Yu’s Tea” shop opened in Haichuang Park of Hangzhou Future Science and Technology City. One of the shop assistants， a girl from Jingshan born in the 1990s， said， “You can promote your hometown like this， and this kind of work is a rare opportunity.” In the shop， there are cultural tourism promotion maps and cartoons of Jingshan Mountain， and a cultural tourism promotion video Lu Yu Takes You on a Tour of Jingshan is being played. The small shop offers local farm products to more and more people who come to work and live in the Future Science and Technology City. To facilitate contact with the profound cultural heritage， a cooperation mechanism with the five western towns of Pingyao， Jingshan， Huanghu， Luniao， and Baizhang is in place as a vivid embodiment of the “1+5” district-level mountain-city cooperative linkage， mutual promotion and common development.

On June 1， 2021， I was invited to the 10th anniversary of the reunion of the two halves of the masterpiece painting Dwelling in Fuchun Mountains as a representative of young Taiwan compatriots who came to work in Hangzhou. The case of Jingshan Cultural Tourism IP and rural revitalization was shared there. On the podium of the Great Hall of the People of Zhejiang Province， I confidently and happily told the story of working hard with others to turn the “green leaves” of Jingshan into “golden leaves”. My buddies said later that I seemed to glow when I spoke. Yes， that is because I have considered this place as my hometown， where I have found the value of my contribution to society.

Last October， I joined the big family of the Yuhang District Culture， Radio， Television and Tourism Bureau. I dug deep into the cultural stories in the district and launched a brand new “New Visual Image of Yuhang Cultural Tourism”， applied to cultural products in a multi-dimensional way. We walked into every corner of western Yuhang to photograph the traditional delicacies carefully prepared by local farmers and restaurants， such as Baizhang special bamboo rice， Jingshan tea shrimps and Liniao pear crispy pork， and launched a series of short videos on “food + cultural tourism”. We further launched a Yuhang specialty food brand during the “Poetic and Picturesque Zhejiang， Thousand Bowls from Hundred Counties” campaign， to enhance the popularity of rural food culture and to empower rural revitalization with food by audio-visual means.

Coming to Yuhang is a new beginning for me to have a deeper understanding of Chinese culture， as well as a new starting point for me to integrate into the embrace of the motherland and promote cross-Straits exchanges. I hope that through my efforts， I will contribute more to the revitalization of rural areas through cultural and tourism integration and contribute to the high-quality development of the common prosperity demonstration zone in Zhejiang， so that the charm of Zhejiang and that of Yuhang will be known， felt and loved by more people around the world！