A photo of zongzi. [Photo/VCG]

As Dragon Boat Festival nears, the aroma of zongzi (sticky rice dumplings) fills Youchegang town in Xiuzhou district, Jiaxing, East China's Zhejiang province.

This town is renowned as the "Hometown of Zongzi" and hosts eight major producers such as Zhenzhenlaolao, with output value surpassing 1 billion yuan ($139 million) in 2024. The industry's evolution — from seasonal treats to year-round staples, manual workshops to smart factories — tells a story of traditional food's modern transformation.

At a Zhenzhenaolao factory, workers deftly wrap zongzi using fresh ingredients. The 1939 brand balances tradition with innovation, developing room-temperature-stable zongzi for 45-day shelf life, while maintaining authentic texture. Their cultural gift boxes, featuring Jiaxing farmer paintings, earned the designation of "Zhejiang Specialty Souvenir" last year.

Digitalization drives efficiency. The automated line in the factory of Yuquanshun handles everything from leaf-washing to sterilization, producing 20 zongzi per second. Since its smart upgrade in 2022, daily output exceeds 800,000.

Zhenzhenaolao's industrial park integrates R&D and production, yielding 1.5 million zongzi daily during peak seasons, backed by over 40 patents.

In addition, Zhenzhenaolao's 100-member digital team collaborates with top livestreamers, selling 100 million zongzi annually alongside supermarket partnerships.

"Zongzi defines Youchegang's identity. We'll support enterprises in innovation, digitalization, and preserving this culinary legacy," said an official from Youchengang town. Where heritage meets smart manufacturing, this millennia-old delicacy simmers new recipes for rural vitalization.