Jishan Island Dried Fish: Adapting to the Times for a Breakthrough, "Salted Fish" Can Also Turn Over a New Leaf

Time-Honored Brand Profile

"Jishan Island Dried Fish" cuisine has been passed down since 1950. This traditional production technique has been inherited and continued by Taizhou Jidao Food Co., Ltd. under the brand "Jishan Island."

In the quest to explore Taizhou's flavors, seafood has always been an indispensable theme. On the island east of Yuhuan, the delicacy of dried fish boasts a history of 70 years.

From catching, cleaning, to drying... to this day, the time-honored brand "Jishan Island" still adheres to ancient methods, leveraging the advantages of the island's geographical environment to impart a unique flavor to its dried fish.

What was once a reluctant measure to preserve surplus seafood in bygone eras has now become "internet-famous cuisine" representing local characteristics. Recognized successively as a Zhejiang Time-Honored Brand and a Taizhou Time-Honored Brand, the "authentic flavor" that "Jishan Island" has upheld for decades is gaining increasing recognition from the outside world.

Striking while the iron is hot, Zhu Kunjin, the founder of "Jishan Island," is actively seeking new paths for his time-honored brand to adapt to the times. He aims to empower traditional techniques through standardization and invigorate the extension of the dried fish industry chain through diversification.

01

Life revolves around mountains and seas.

Jishan Island is close to the Pishanyang Fishing Ground. From the 1950s and 1960s onwards, the island's residents mostly made a living by fishing at sea, and Zhu Kunjin's grandfather was one of them.

"I love listening to my grandfather's stories, mostly about fishing," Zhu Kunjin said.

Around 1960, the fishing boats from Jishan were propelled by oars, unable to reach distant oceans, yet they always returned with bountiful catches.

"There were so many fish near Jishan back then. Fishermen just needed to knock on the boat hull with wooden sticks, and a huge number of fish would be 'stunned' and float to the surface. Often, just walking along the shore, you could pick up quite a few fish," Zhu Kunjin recounted his grandfather's memories. In that era, fishermen on Jishan simply couldn't finish all the fish they caught.

Due to transportation limitations at the time, "live seafood" would spoil before it could reach the nearest Wenzhou seafood market. Yet, local sales were nowhere near enough to absorb the massive seafood production. The surplus seafood was thus made into dried fish to extend its shelf life, facilitating transportation to distant markets for sale.

Zhu Kunjin told reporters that back then, Jishan dried fish, with its unique flavor, was already sold far and wide across the country and even "conquered" the taste buds of people in Southeast Asia.

By the time of Zhu Kunjin's father's generation, fishing equipment had gradually upgraded. With motorized mechanical boats and specialized nets for catching various seafood, the variety of seafood made into dried fish also became increasingly rich. Products like dried yellow croaker, dried eel, and dried squid gradually established the reputation of "Jishan Dried Fish," laying a solid foundation for the later development of the "Jishan Island" brand.

02

Influenced by his elders, Zhu Kunjin set foot on a fishing boat at the age of 11, fishing an average of 8 hours daily. Two years later, he had become a skilled fisherman.

As time passed, Zhu Kunjin grew up. As a fisherman of the new era, he recognized the immense power of branding for quality products and decided to carry forward the traditional craftsmanship of his forebears in making dried fish. Consequently, in 2007, he "docked his boat and came ashore," founding the "Jishan Island" brand and establishing a local dried fish processing base. He began purchasing seafood from fishermen, processing it into dried fish, and selling it to countless households.

"Simply put, dried fish are split and dried fish. Jishan has a natural advantage for making dried fish. What we need to do is to introduce standardized procedures to this traditional craft, thereby enhancing the average quality of the products," Zhu Kunjin stated.

Zhu Kunjin secured 6,000 square meters of land by the coast to build a drying and processing base, strictly selecting high-quality seafood raw materials. Upon arrival, the "live seafood" is immediately cleaned, split, coated with a precise amount of salt, and set out for drying to preserve as much freshness as possible.

"There are two methods for drying fish: one is to dry them on bamboo mats or fishing nets; the other is to tie the tails of the fish and hang them on racks to dry. For hanging, bamboo strips must be used to prop the fish open, preventing the flesh from closing up, which would hinder drying," Zhu Kunjin explained. The timing and duration of drying are strictly standardized to ensure the weight and moisture content of the dried fish remain within the optimal range for flavor.

For different seafood categories, "Jishan Island" has customized specific drying guidelines. To better connect with the contemporary era, some products break from tradition by incorporating seasonings to enhance the richness of flavors.

"While inheriting ancient drying techniques, we are trying to innovate at every step. A 'time-honored brand' cannot just rest on its laurels; it must fully integrate with the times to better compete with vibrant new brands," Zhu Kunjin added.

03

On April 29th, at the Yuhuan Cultural and Creative Wangchao Market, "Jishan Island's" hairtail dried fish products attracted a crowd. This product, honored as a "Taizhou Souvenir," enjoyed consistently high sales.

At the upcoming 2023 Zhejiang-Hong Kong Week · Zhejiang Time-Honored Brand (Macao) Premium Exhibition & Zhejiang-Macao Famous Brand Products Fair, "Jishan Island" will exhibit its flagship products, further expanding the brand's influence.

To intensify brand promotion, Zhu Kunjin continuously broadens sales channels through exhibitions, markets, and the internet, while also strengthening the operation of online stores on platforms like Tmall and Douyin to boost product sales.

Furthermore, Zhu Kunjin is keen on bringing dried fish onto the live-streaming e-commerce stage. He believes the potential for seafood product sales in this market is enormous.

While gaining fame can briefly attract attention, long-term success depends on the product itself. To better adapt to the times, Zhu Kunjin strives to diversify his products, using innovation to increase his audience.

"We developed an innovative way to enjoy seafood specifically for markets. By grilling it on-site to create a snack, customers can experience the flavor of hot dried fish immediately," Zhu Kunjin told reporters. He noted that dried fish is a traditional food beloved by older generations, and breaking into the young consumer market requires adjustments.

Zhu Kunjin stated that the positive response to this project in the young consumer market fills them with confidence. In the second half of this year, they plan to franchise the entire store system, including raw materials, equipment, and services, aiming to make "Jishan Island" a chain brand.

On another front, Zhu Kunjin is also packaging high-grade products like East China Sea salted hairtail, premium peeled shrimp, and dried eel into exquisite gift boxes, selling them from the coast all the way to inland areas.

The outstanding brand effect and the allure of the cuisine have fueled a tourism boom on Jishan Island. In recent years, leveraging the island's simple folk customs, rich fishing village culture, and scenic mountains and sea, "Jishan Island" has introduced leisure activities like island tours, sea views, seafood tasting, and stays with fishing families.

"The business model combining 'time-honored brand' with 'cultural tourism' contributes to a virtuous cycle for the development of Jishan's dried fish industry and is also a crucial driver for the growth of Yuhuan's entire seafood industry," Zhu Kunjin concluded.

Reporter's Notes

My ancestors were from Jishan Island, and I grew up eating dried fish.

Although the raw ingredient is seafood, dried fish doesn't have a strong fishy odor. Its taste remains appealingly fresh and slightly sweet, making it especially suitable as a snack or appetizer.

I've heard that in the past, nobody would choose dried fish if fresh fish was available, because cooked live fish has tender, succulent flesh, while dried fish was dry and hard.

But as times changed and seafood storage improved, dried fish wasn't phased out. Instead, it has endured thanks to its unique texture and flavor.

Yuhuan is not short of traditional foods, yet "Jishan Island" stands as the only local brand officially recognized as "time-honored." This precious status needs protection.

Dried fish isn't unique to Taizhou. To stand out, a "time-honored brand" must forge new paths, create distinctive characteristics, and seize the initiative.

Decisions made by "Jishan Island"—such as product development centered on dried fish, establishing franchise stores, and engaging in live-stream e-commerce—all demonstrate a refusal to simply rest in their comfort zone. Perhaps this competitive attitude is the real "secret" to the longevity of time-honored brands.

Translator：Jiayang Lin