Xiaogan celebrates sesame chips & sweet fermented rice cultural festival

Sesame chips made of glutinous rice, sesame, and sugar. [Photo provided to chinadaily.com.cn]

The 2025 Xiaogan Sesame Chips & Sweet Fermented Rice Cultural Festival was held on Nov 4 in Xiaogan, Hubei province, marking a significant milestone in the city's efforts to blend traditional charm with modern vitality.

Xu Yong, deputy director of the Hubei Provincial Department of Culture and Tourism, praised the festival for its innovative integration of regional characteristics into the cultural tourism industry.

A standout feature of the event was a theatrical performance that traced the historical journey, from early mentions in pre-Qin (before 221 BC) texts for their brewing techniques to their status as royal tributes during the Song Dynasty (960-1279), and their recognition as being unique to Xiaogan in the 1882 "Xiaogan County Chronicle."

The industrial promotion segment showcased impressive statistics: over 100,000 mu (6,666.67 hectares) of ecological glutinous rice form the backbone of the industry, with annual sales of sesame chips exceeding 2 billion yuan and rice wine sales reaching 6 billion yuan.

These products are available in over 30 provinces and cities across China and are exported to Europe, America, and Southeast Asia. Emerging channels such as live-stream e-commerce are amplifying the "Taste of Xiaogan."

The development of "Xiaogan Sweet Journey" cultural tourism destination was launched on the same day. Renowned travel blogger Yue Yue offered an immersive introduction to the city's famous cultural and tourist sites, including the Xiangyunwan Scenic Area and Shuangfeng Mountain.

Xiaogan has more than 500-year-old history of brewing sweet fermented rice. [Photo provided to chinadaily.com.cn]