Fermentation of tradition
As the traditional snack of Beijing, Bean Juice is facing a dilemma of survival and development.
Bean juice is not only the breakfast of old natives of Beijing, but also a way of life .
Speaking of traditional snacks in Beijing, almost everyone will think of Bean Juice. Speaking of Bean Juice, this snack bar is undoubtedly the most outstanding representative.
Yin San Bean Juice has been opened for 19 years which is named after the founder and located at No. 176 Dongxiao Street, Dongcheng District, Beijing. Every morning, diners from all over the city line up in front of the door because of its reputation.
As the traditional snack of Beijing, Bean Juice has a long history of 300 years according to the written record. It is made of the mung bean which has the effect of nourishing the stomach and detoxifying. Although the profits are weak, Mr.Yin is still confident and pleased with his business.
Most of the diners are the old natives of Beijing, even some people crossed half a Beijing to drink a bowl of his Bean Juice, which is the most important reason for him to be most moved and persisted for 19 years .
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But the problem still exists.
“Because of its sour taste, nowadays young people don’t like drinking it very much” --Mr.Yin
How can the traditional snacks survive and develop while facing the fertile food and beverage choices on the market today?
For Mr.Yin, he thinks people today pay great attention to health, which is a good opportunity for the Bean Juice. The media has to take the responsibility to do some propagandas and make the effects of the Bean Juice be widely known.
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The inheritance of traditional crafts is equally important.
“The reason why other Bean Juice can't match me is that my fermentation time is longer.”
In order to obtain more profits, some producers reduce the production time and the taste of Bean Juice has become more and more impure. The loss of traditional crafts is one of the main reasons for the loss of diners.
These problems are also recognized by others. Some manufacturers hope to make Yin San a grand brand and normalize the productive process, taking the road of the franchise chain. But Mr. Yin totally has no interest in the transformation.
Mr. Yin is full of doubts about the franchise model and believes that it is very hard to guarantee the quality. Maybe one day in the future there will be a brand of Bean Juice, but that will definitely not be Yin San.
“I don't have any extra requirements for material life or career, I just want to make good Bean Juice.”
He believes that Bean Juice is a symbol of Beijing traditional culture and will never disappear. The only thing he can do is to keep his heart pure and make his own juice pure too.
