"I drove here for three hours from Binzhou just to eat this Zibo barbecue." "I have been queuing here for more than an hour"... Recently, this kind of scene has been seen in the streets of Zibo.

You can see it everywhere in the streets, and Zibo BBQ, famous for its "small pancakes rolling everything", is visibly popular!

According to previous media reports, an entry "College students organized a group to eat barbecue in Zibo" topped the hot search list in the city, with more than 5 million searches.

Zibo Railway Station was crowded with college students coming for a barbecue.

Data from Zibo Railway Station shows that on March 4, more than 50,000 people arrived and departed from Zibo Railway Station in one day, setting a record in the past three years.

On the second weekend of March, a Poster News reporter noticed during an interview in Zibo that there was still an endless stream of students and tourists who came here specifically to taste Zibo barbecue, and it was difficult to find a seat in some stores.

The food documentary "A String of Life" said: "Meat is the unique theme of human barbecue." As a popular delicacy, barbecue is distributed all over the country. Why do people have to go to Zibo to eat barbecue? What is the reason behind this?

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What does this "BBQ craze" mean to Zibo?

Zibo Barbecue has become popular, and the "Zi" flavor is the most soothing. How popular is Zibo Barbecue?

Nowadays, as long as you search for the words "Zibo Barbecue" on major Internet platforms, a screen full of tips and reviews about Zibo Barbecue will come in like a tidal wave.

In this regard, some analysts said that the Zibo barbecue craze is a microcosm of the retaliatory consumption and tourism boom after the epidemic.

After tourist attractions are out of the circle one after another, it seems natural that the baton of traffic is passed to the hands of gourmet food.

But here comes the question, why is Zibo Barbecue so popular?

As we all know, Shandong cuisine is the first of the eight major cuisines, and Zibo Boshan cuisine is the birthplace of Shandong cuisine.

The long and profound food culture adds confidence to Zibo Barbecue.

For example, the standard biscuits of Zibo Barbecue are actually the traditional food IP of Zibo. After all, Zhoucun Shaobing has already become a national intangible cultural heritage.

Zibo BBQ, Jinan BBQ and Qingdao BBQ are collectively known as the “three major schools” of Shandong BBQ.

Specifically, when it comes to Zibo barbecue, Zibo is connected to six cities and has abundant ingredients, so you can learn from everyone’s strengths.

At present, it is the only independent small oven pure charcoal smoke barbecue in cities across the country. Seven or eight mature meat skewers are placed on the small oven for re-roasting. The diners can judge the heat and enjoy the fun of grilling by themselves.

Its biggest feature is that it combines small pancakes, green onions and meat skewers. It has a rich texture in one bite. This eating method that is different from other barbecues is what makes Zibo Barbecue so special.

Regardless of these simple steps, in fact, Zibo people’s own know-how is everywhere.

Firstly, it allows diners to have an immersive barbecue experience, which is fun; secondly, they can control the heat of the barbecue according to their own taste; and finally, it can extend the customer's consumption time.

iiMedia Research data shows that barbecue will be the most popular category for nighttime dining consumption among the new generation in 2022, with 72.4% of consumers choosing barbecue for nighttime dining.

Barbecue can be enjoyed in beautifully decorated restaurants or on the streets.

Compared with other special delicacies, it is not only a kind of delicacy, but also represents a kind of street culture and has strong social attributes.

A few friends get together and have a barbecue. It doesn't cost much, but you can talk for a long time.

Qin Ying, Zheng Yaru, junior students from Shandong Petrochemical University, and their friends originally planned to have a barbecue at Zibo Muyang Village, but because there were too many people, they didn't get in line, so they went to a nearby barbecue restaurant to eat.

Qin Ying is from Chongqing and Zheng Yaru is from Qingdao. They have never had Zibo barbecue before.

The group of them took a train for more than an hour from Dongying to Zibo.

"Zibo barbecue has become so popular recently." Qin Ying said that she felt it tasted good after eating it.

This spring, as the main consumer group, college students can freely go out of school, and the smooth operation of high-speed rail makes short-distance weekend trips possible.

Zibo, located in the middle of Shandong Province, is within a moderate distance from other places. Tasting Zibo barbecue has naturally become the best choice for college students.

It is not difficult to see from this that Zibo’s barbecue craze is closely related to its own distinctive taste, which creates an immersive and taste bud-inducing consumption experience.

This is a unique "Zi" flavor.

With the support of traffic, many parties have created the "Zibo Barbecue" IP. As the saying goes, the aroma of wine is also afraid of the depth of the alley.

Zibo barbecue is as popular as it is today. The "Zi" flavor is very important, but it is certainly not the only reason.

In fact, Internet thinking and traffic are also accelerating the emergence of Zibo Barbecue.

Among them, there is the help of traffic star bloggers, and it also stems from Zibo's precise grasp of traffic.

In recent years, Zibo City has continued to build the "Zibo BBQ" brand. Zibo BBQ has frequently appeared in CCTV's "Hewei Ziwei", Shandong Satellite TV's "Zhiwei Shandong", and Station B's "Life", which has attracted the attention of netizens.

and food lovers were impressed.

As early as 2020, at the first Zibo Wheat Field Music Festival, Joker Xue and others recommended "Zibo BBQ" under the spotlight, and "Zibo BBQ" became a hot search.