Former Viral Xi'an 'Shattered Wine' - 20,000 Bowls Daily; Now Free Yet Rarely Attended
Introduction:
As the ancient capital of thirteen dynasties, Xi'an has too much to check off your bucket list. Visiting Xi'an, some are for its rich history; some are to witness the grandeur of the Terracotta Army of the First Emperor Qin; some are for a bowl of Yangrou Paomo to taste; some are for a performance of Huayin Laoqiang to feel the cultural heritage of intangible cultural heritage; some people go to Xi'an not for its rich history, not for a bowl of Yangrou Paomo and a performance of Huayin Laoqiang, but just for a bowl of wine, a bowl that can be 'smashed'.
Chang'an has been the imperial capital for ten consecutive dynasties – Zhou, Qin, Han, Sui, and Tang – with historical and cultural relics and sites scattered throughout Xi'an's streets and alleys. Therefore, most tourists visiting Xi'an are to check off its rich history. However, in the past two years, Xi'an suddenly became popular with 'smashed wine', and its popularity was no less than any current 'traffic star'.
With the booming of short video social platforms, Xi'an's Yongxingfang 'smashed wine' suddenly went viral online, and its popularity was almost as intense as the current 'traffic stars'.
As the short video social platforms flourished, Xi'an's Yongxingfang 'smashed wine' suddenly went viral online, almost every short video app could see tourists drinking vigorously and then smashing a bowl heavily to the ground. Xi'an itself didn't realize it, it just suddenly became a hot topic. Every day there were several thousand people queuing up in Yongxingfang for more than an hour just to 'smash' a bowl of wine.
Xi'an's Yongxingfang 'smashed wine' cost little, just 5 yuan to buy a bowl of the vendor's rice wine, and then drink it in one go, and then shout a blessing 'break into pieces for good fortune' before smashing the bowl to the ground. Tourists surrounding the stall would record the smashing wine process with their mobile phones and then post it to the short video platform. The popularity of the smashed wine was almost rewarded with tens of thousands or even dozens of thousands of likes. The popularity of likes led to a steady stream of tourists visiting Yongxingfang, and this 'smashed wine' completely revived this street. However, this popularity also led to a series of controversies, such as the quality of the wine, the cost price of less than one yuan selling for 5 yuan a bowl, which caused a lot of controversy.
Furthermore, as tourists' freshness of a new thing is limited, and there are 'smashed wine' everywhere in China, including not just Yongxingfang in Xi'an, but also springing up like bamboo shoots across the country. This has made tourists increasingly resistant. After all, it's a 'branded product', and once a new 'branded product' emerges, old products will quickly be replaced by new ones. 'Smashed wine' is the same.
Xi'an's Grand Tang Dongfangcheng's 'Useless Lady Miss' also went viral overnight, replacing Xi'an Yongxingfang 'smashed wine'. Coupled with a series of problems, the 'smashed wine' that smashed 20,000 bowls a day that went viral no longer exists, and the vibrant picture has disappeared. Even if the vendor now launches a free first bowl of wine promotion, few people are interested. Xi'an 'smashed wine' has thus become a 'past-hit internet celebrity', and there are hardly any traces of 'smashed wine' on streets and alleys across the country.
