STRATEGIES 策略 | pinjifoodfest

Tactical Strategies 策略

我们意识到兵如港美食节的核心，必须是一个能充分体现兵如港的经典景点和特质的地点。

拥有历史价值且经历过岁月考验
位于当地，且广为人知
可提供经济在地化的成功例子
与本土美食有着不可分割的关系
可容纳人流量大的地方。

这样完美的搭配，事实上再也没有更好的选择。

前新湧源酱油厂，如今是一座隐身于兵如港内陆河旁边的残破建筑，也是一个家庭工业转型成现代化作业的典范。

新湧源酱油厂开创于1953年，在新村内一所住家开始经营，从小规模的家庭工厂演化成如今拥有一英亩厂地，虽然部分生产工序已经自动化，但多数工作仍然需要人手操作。这个酱油厂遗址建于1964年，当时是由拉惹慕达主持这开发的第三阶段。它曾经为当地村民提供大量就业机会，成为新村的荣耀。它采纳了那个时代最典型的建筑风格，地板和墙壁都装上了华丽缤纷的瓷砖。最近甚至又掀起了这种建筑风格的复古风潮！

酱油厂专门用来发酵的院子，如今仍然存放着百多个用来酿造酱油、20公升大的陶瓮。这个酱院显然就是一个进行户外活动的绝佳地点，足以容纳800个座席。此外，酱院内也有一座15比8尺的高台，适合作为舞台。

两层楼高的庞大建筑物，与扩建出来的厂房相连，提供各种空间的可能性，可用作不同的用途。若稍为修饰部分结构和彻底打扫这酱油厂，必然很有潜质成为一个展览空间，作演讲、研讨会之途。

酱油厂至今仍保存着当年的酿造酱油的设备和用具，依稀可看出当时酿制酱油的整个生产流程，即使它不是这个空间的焦点，却是值得被重现和展出的重点之一。

It has been identified that a venue that embodies the quintessential attractions and character of PP must be the heart of the Fest.

Something of historic value and have stood the test of time
Something geographically local, and known to the locals
Something that tells a success story of economic localization
Something that is inextricably bound with local food
Something that can house a large human traffic

There was literally no better option in existence, and it is indeed a perfect match;

The former production site of Sin Yong Guan Food Industries (SYG), now a dilapidated building in the depths of PP by the Pinji river, is a perfect example of how cottage industries can and have turned into modern day successes.

Founded in 1953, SYG soy sauce factory evolved from a small scale cottage operation at a single new village residential lot, to now a 1 acre partially automated but still very much so artisnally operated factory. The chosen site is the 3rd phase development built in 1964, officiated by the then Raja Muda, and was the pride of the village as it provided jobs aplenty for the village folk. The architectural style is typical of that era, with beautifully ornate and colourful floor and wall tiles; a trend that has recently returned en vogue.

The fermentation yard, that still houses 100s of 20 litre earthenware urns for the fermentation of soy beans is a perfect outside activity venue that could house up to 800 sat down guests. It is also completed with a 15 by 8 foot raise platform perfect for a stage.

The huge 2 storey building, with an annex is also full of interesting characteristics that can be compartmentalized for various purposes. The building, as it is with some minimal structural touch ups and a major clean up, presents remarkable potential to become a gallery space for exhibitions, talks, seminars.

The production flow of soya sauce and the paraphernalia and equipment is still very attractively visible and must be made one of, if not THE focal point of the venue.

Strategy I

Pinjireans have longed for something that would put their beloved village back on the map; and lovers of Ipoh and those are yet to know about Ipoh are often deprived of the beautiful architecture, culture, history and most importantly the food on offer in Pasir Pinji. This Food Fest will act as the spark essential in touching the hearts of the people, through Food and Art

兵如港人长久期盼他们关爱的土地能够发光发热，而热爱怡保的人们以及那些未接触怡保的人们，大多时候仍无法享受兵如港具有特色的建筑物、文化和历史，特别是这里的美食。这一次透过美食和艺术，兵如港美食节将会成为触动人心的爆发点。

策略一

Strategy II

策略二

如何让名望程度不一的产品平等参与这次的美食盛会是很重要的。那些为大家所熟悉的招牌，如大树脚忠记酿料、兵如港第五路猪肠粉等，将能保证这个美食盛会的品质。而那些鲜为人知则会成为美食盛会的附加价值，也是增添美食盛会的诱因。美食盛会的目的当然是希望能够让整个商业社群，共同参与兵如港品牌塑造工程，让它成为美食天堂。

以社交及印刷媒体作为宣传讯息的平台，利用文字和短片叙述兵如港知名品牌背后的人情趣味故事，特别是其个性和历史，将会引起人们的兴趣而吸引更多的人吵。当然，我们需要统一所有文字和多媒体宣传材料的主调，需要内含具备召唤行动的讯息，呼吁人们共同推广、参与美食盛会，甚至成为志工。

所有宣传品必须令人留下深刻的印象：

本土美食是新潮很酷的的
本土美食不只是供营养或品味美食，同时也是让人探索和学习本土文化及历史
美食是至高的艺术形式，和其他形式的艺术互辅的
美食可以创造生计与繁荣，更可以为人带来欢乐

通过集体宣传，参与式活动涉及，让消费者能够参与其中，一起寻找各种美食，以获得更高的价值。

It is crucial, that the various different offerings of different levels of fame and repute participate in the Fest. The more well known (big tree foot, SYG, JPP #5 Chee Cheong Fun) brands will act as an attraction to leverage for added credibility of the Fest; whereas the less well known brands will act as the added-value and ‘intrigue factor’ to the Fest. The objective is for the whole business community to play their own part in building the Pasir Pinji brand as a food destination.

Through social and print media as dissemination platforms, human interest stories, in the form of literature and videos showcasing the personalities and histories behind the various well-known brands in PP will act as interest and ‘buzz’ building mechanisms to draw in human traffic. Of course, all literature and multimedia materials will be uniformally branded and include consistent calls-to-action to promote, participate and volunteer for the Fest.

All promotional materials need to give the impression that;

Local food is the new ‘IN’ or ‘COOL’ thing
Local food is not only for sustenance and gastronomic enjoyment but also a vessel to unravel and learn about local culture and history
Food is the highest form of Art, and other forms of Art can complement
Food create jobs; food create prosperity; food create happiness

This can also be achieved by promoting collectively, through in participative activities involving consumers seeking out the various offerings for some kind of value redemption.

This can be achieved by leveraging on existing strong brands and the area’s current known strength of being the place where one will find ‘hidden food gems’ aplenty, tucked down tight little new village alleys and/or on the main thoroughfare in front of the village market.

策略三

Strategy III

在马来亚紧急状态结束后兴起的家庭式工业，创造了一群劳工在工作临近的地方解决膳食的问题。当工业获得发展，劳工们也是。这不仅意味着这些工业发展，缔造了新村经济生态以外的经济圈，从消费者赚取额外的收入；它也说明了这些产业如何从村外吸引劳工们进驻。种种上述因素都成了促进经济成长的因素。

官方城市规划机构进行区域划分，同时随着科技发展，推动再度工业化，一些家庭工业为了投机于成长，而开始从新村移出，迁入工业区。

虽然如此将可为个别企业带来好处，但也代表着兵如港当地的经济生态开始衰退。

当工业逐渐移出，这意味着原本支撑临近食档的工人们也跟着离开，导致许多食档纷纷倒闭，最后只剩下一些具有独特风格的小贩，有能力透过在地消费维持生意才能幸存。当在地经济衰弱，加上村外提供的就业机会逐渐增加，更多的小贩陷入困境。这个恶性循环一直延续至今！

不过，此项美食盛会可能为兵如港扭转局势。当游客们来到怡保游玩，将会受到美食盛会的吸引，而走进兵如港光顾食档，使小贩受惠，犹如把“外来钱”注入当地的经济。如此一来才能让兵如港在消费市场中与其他消费空间如怡保旧街场或其他商业区维持竞争。

这也将会是经济本土化改革的模范，也可以改变一般城市规划的思维模式，鼓励人们用一个有趣、鼓舞及有益的方式来实现。

The Post Malayan Emergency’s emergence of cottage industries or factories, healped create pockets of workforce seeking food nearby their workplaces. As the businesses grew, so did the workforces. Not only does this mean these businesses also drew in expenditure from consumers out side of the economic ecology of the village, it also meant that it drew in workers from outside the village. All these factors are economic growth contributory factors.

The introduction of zoning by the planning authorities, as well as further industrialization as a result of technological advancements, eventually meant that some of these businesses moved into industrial zones out of the village to accommodate their growth speculations. Though these may have had positive implications to individual businesses, that was the beginning of the fall of the local economic ecology of PP.

Businesses moving out means, the workforce that previously provided business to the nearby food stalls, also moved along. Many of these food hawkers went out of business, and only those who had the necessary uniqueness that could sustain business through local consumption stayed. As the local economy declined, as a result of more and more jobs being created outside of the village, the more these hawkers suffered. This vicious cycle continues till today.

The Fest could just be the antidote to reversing this transitioning into a virtuous cycle, where tourists who come to ipoh as a result of this food Fest will come to PP to patronize these hawkers, injecting ‘outside money’ into the local economy; and also offering PP as a viable contender in the contestation for local consumers versus other leisure spending pockets like Ipoh Old Town, and other commercial hubs.

This will also serve as a showcase for how economic localization reforms, and a paradigm shift in urban planning mindset can indeed be achieved through a fun, inspiring and beneficial way.

这个美食盛会最终的目标是透过营造“嘉年华氛围”来滚动人潮，同时增加消费。本地人在强烈参与感的驱使下，愿意花费更多；而特赴此美食盛会的外地人也因为踊跃参与而为当地的经济生态增值。

The ultimate goal is to increase human traffic thereby increasing expenditure, through evoking a ‘festival atmosphere’. Locals will increase spending in the spirit of participation; and non-locals who travel in specifically for the Fest will be, by default net addition of value to the local economic ecology.