2018年， 我们在微信公众号上看到了杭州余杭区面向海外（境外）世界百强高校毕业生发布的首批招聘计划，在先生和父母的支持和鼓励下，我顺利考进了余杭区旅游集团。2019年2月，我成为了新杭州人、新余杭人。非常有缘的是 ，我姓余 ，余杭的余。
为了打造出属于杭州也属于世界且更为独特的禅茶形象，2019年，我们推出了符合大众认知的“忠于禅心 · 精于茶道”的“陆羽与茶小僧”文旅IP形象。经过宣传和推广，这一IP形象荣获2019杭州 · 浙西文旅十佳文旅融合IP，并从此开始有了更多的应用和实践。
我们找到了本地企业浙茶集团九宇有机，与其展开战略合作，所有的茶原料都是来自径山茶园，而牛奶则摒弃人工奶精，使用了本地的新希望巴氏杀菌牛奶。其中，“晏坐红莓莓”“鹏抟绿芒芒”等一系列光名字就令游客们感到新奇的水果茶，取名时的灵感均来源于径山五峰 ;而“正清牛乳抹茶”“和雅牛乳红茶”则是结合了禅茶文化精神 ;“万寿玄米”“金桂蜜梨”这类曾不被看好的冷泡径山茶，更是意外地收获了不少好评。经过近一年的口碑相传，我们的店在美食APP上被推荐为“来径山必喝奶茶店”。
除了茶饮之外，团队也热衷投身于跨界文创产品的开发。比如，我们陆续推出结合径山特色的绿茶、红茶、抹茶 “三味径山茶”礼盒，设计出融入游客美好期望的“祈福茶包”，与“双枪竹木”联名生产出径山福箸等文创产品。值得一提的是，我们共同努力的成果——“浙抹牛”抹茶牛乳摇摇杯组合荣获“韵味杭州 · 有礼相伴”2021杭州市伴手礼创意设计大赛的银奖，这个组合包含了径山抹茶、鸬鸟矿泉水、良渚原创品牌摇摇杯和新希望牛乳，成为城市伴手礼中的热门商品套装。
去年10月，我加入杭州市余杭区文化和广电旅游体育局的大家庭，和团队一同深度挖掘区内各地文化故事，推出了全新的“余杭文旅新视觉形象”，并在产品上进行了多维应用。我们还走进余杭西部乡村的各个角落，拍摄当地农家乐和餐馆精心烹调的传统美食，例如百丈竹筒饭、径山茶香虾、鸬鸟梨酥肉等特色菜肴，推出一系列“美食+文旅”创意短视频，进一步打响“诗画浙江 · 百县千碗”余杭特色美食品牌，用符合更多受众视听习惯的传播手法，提升乡村美食文化知名度，以美食赋能乡村振兴，在推动高质量发展建设共同富裕示范区的过程中体现独特余杭的“余”韵。我们还致力于杭州余杭与衢州柯城的“山海协作”项目，在“中国第一农民画村”衢州余东村分享余杭发展的经验，针对两地在文化旅游、文创产品开发等方面可携手共进的合作点开展了深入探讨。
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！