With the continuous improvement of people's living standards, the development speed of catering market in Ganzhou City has obviously accelerated. On the basis of inheriting the traditional Hakka diet, many catering enterprises constantly innovate and improve varieties, enriching the connotation of Hakka cuisine in southern Jiangxi. Although the brand building of Hakka food culture in Gannan has made some progress, there are still many problems: < P > The brand awareness is not strong, and the positioning and recognition are different. Government departments, catering enterprises and employees do not have a good understanding of the brand building of Hakka food culture in Gannan, and they do not see that Hakka food itself is a kind of culture. Many catering enterprises still remain at the level of experts, scholars and industry associations, and have not really formed a joint force. There is no food street or snack street with Song Cheng cultural characteristics in the downtown area of Ganzhou. Some catering enterprises will not correctly handle the relationship between inheritance and innovation, be greedy for simplicity, and change the operation technology at will, resulting in some traditional Hakka dishes losing their original features. Some Gannan Hakka food culture enterprises have no theme and characteristics from decoration to dishes.

The publicity of Gannan Hakka food culture brand is not in place. The tourist attractions in our city lack the highlights and cultural connotations of Gannan Hakka food culture, and the depth of excavation is not enough, and there is also a lack of professional research talents and specialized research institutions in Gannan Hakka food culture; The role of catering industry associations in our city has not been fully brought into play. Some counties don't even have trade associations, which makes the inheritance and development of Hakka food culture impossible.

In addition, catering enterprises, as the carrier of Gannan Hakka food culture, are also the main force in brand building of Gannan Hakka food culture. Due to the lack of macro-management of them by the government, many enterprises have difficulties in operation. Enterprises also have a dilemma: on the one hand, it is difficult to recruit workers, on the other hand, they are unwilling to spend money on employee training.

Li Maohua, executive vice president of Ganzhou Cooking and Catering Association, believes that to build a brand of Hakka food culture in Gannan, we must first have an accurate positioning. Gannan Hakka food culture has triple characteristics of "red", "Hakka" and "green" and is a good combination of culture and economy. The State Council's Opinions on Supporting the Revitalization and Development of the Former Central Soviet Area, such as Gannan, puts forward that Gannan's strategic positioning should be "to build a national famous red tourist destination" and "a national important production and processing base for characteristic agricultural products and organic foods", both of which can be the foothold of the brand positioning of food culture.

We can hold Gannan Hakka Food and Culture Festival around Navel Orange Festival every year, and we can also hold a national or international Hakka cuisine competition. We can also follow the example of the "411-brand project of Gancai" in the province and carry out the "411-brand project of Hakka cuisine in southern Jiangxi" to establish the brands of "famous shops", "famous dishes" and "famous snacks" in the city, and gradually form the famous dishes with their own Hakka flavor and Hakka banquets of different grades in cities and counties. You can also take advantage of major events such as attracting investment from other places, Hong Kong and Macao, and local chefs can make Gannan Hakka banquets with local special ingredients to entertain VIPs, so as to expand the popularity of Gannan Hakka food culture. Television stations can shoot a promotional film similar to "China on the Tip of the Tongue", and print media can open a column to promote Hakka food culture in southern Jiangxi.

Gannan Hakka cuisine itself has clear requirements for ingredients. From the perspective of scale management and brand building, we can learn from the development of Sichuan cuisine and start from the ecological agricultural base to support a number of leading enterprises in production and marketing. Actively cultivate and develop a number of large-scale Hakka food culture chain enterprises and enterprise groups, promote the development of modern catering industry, vigorously support qualified catering enterprises to build raw and auxiliary materials distribution centers, and launch the Hakka food culture brand in Gannan.