| 武当道茶文化研究 |
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| 引用本文： | [加]白晋/著.武当道茶文化研究[J].民族学刊,2016,7(6):28-35,101-103. |
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| 作者姓名： | [加]白晋/著 |
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| 作者单位： | 1. 加拿大阿尔伯塔大学;2. 厦门大学人文学院 福建厦门361005 |
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| 摘 要： | This article explores the promotion of tea culture at Wudang Mountain, a Daoist tem-ple complex in Hubei Province that is a popular tourist destination. At shops in temples and market areas, vendors brand their tea as Wudang Daoist tea, emphasizing its health benefits and connecting their teas to the Daoist discourse of life-nourishing ( yang sheng) practices. In their marketing materi-als and on their websites, the management of the Eight Immortal Temple Tea Plantation further cites folklore and mythic history to claim profound local roots for Wudang tea culture. In so doing, this company echoes the memory narratives of more fa-mous Chinese teas like Iron Guanyin and Dahong-pao. In China as elsewhere, convenient travel now puts people in contact with areas and peoples that a few decades earlier only a few non-locals explored. As a consequence of a global trend towards com-modification, members of local groups, including distinctive ethnocultural groups, now seek to create distinctive local brands for a tourist market. Corpo-rations now regularly mine local traditions to find i-tems that they can transform into commodities for a wider market ( Comaroff and Comaroff 2009 ) . One of Hubei’s richest tourism assets is the Daoist temple complex at Wudang Moutain, which draws pilgrims and tourists from China and Greater China. China’s State Council identified Wudang Moutain as a National Key Scenic Area in 1982 , and UNESCO added its ancient temples to its World Heritage list in 1994 . The Chinese govern-ment has worked with the Daoist Federation to de-velop Wudang’s temples and pavilions, which are spread over 400 square kilometers of mountainous terrain, into a major tourist destination. The gov-ernment tourist office promotes Wudang Mountain for its scenic beauty, its deep historical heritage, its religious culture, and famous martial arts. Al-though its tea culture is less renowned, local tea sellers claim that Wudang tea has a deep history and Daoist qualities. At Wudang Mountain, the Eight Immortal Temple Tea Plantation markets their tea as Wudang Daoist Tea, using history, legend, ritual, and sa-cred location to distinguish its green, black, and oolong teas from those produced elsewhere. They seek to valorize their teas through claims about the excellence of their growing environment ( not un-like the terroir of a fine wine ) and the historical depth of their tea history. They further use legend and mythic history to position their products, and associate their teas with Daoist traditions of health preservation, including martial arts. Finally, they use modern marketing techniques to promote their teas, including a promotional video directed by a In Ethnicity Inc, John and Jean Comaroff pro-pose that “commerce has been instrumental either in crystallizing or in reproducing the sociological entities (‘people’, ‘nation’, ‘community’ ) in which cultural identity is presumed to inhere”( Comaroff and Comaroff 2009:114 ) . In particu-lar, they conclude that people use identity-laden objects as a vehicle through which “ethnic con-sciousness is materialized” ( 33 ) . They focus on the modern discourse of intellectual property rights, including competing national claims to trademark signature products (122). Wudang tea vendors have used story, packa-ging, and performance to promote teas that evoke Wudang’s history, local traditions, and landscape. Hubei officials pay premium prices for the Eight Immortal Temple Plantation’s highest quality teas, but outside China Wudang tea is not well known. As global awareness of this world heritage site grows, Hubei’s Wudang Daoist tea series may find a place among the specialty teas now sold on the world market. But for now, Wudang Daoist Tea is an innovative brand that symbolizes a heritage that is simultaneously imperial, national, Daoist, and deeply local.
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| 关 键 词： | Wudang Daoist tea tea culture Daoism |
Wudang Daoist Tea Culture |
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| Jean De Bernardi.Wudang Daoist Tea Culture[J].JOURNAL OF ETHNOLOGY,2016,7(6):28-35,101-103. |
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| Authors: | Jean De Bernardi |
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| Affiliation: | 1. Department of Anthropology, University of Alberta, Canada;2. Department of Anthropology, Xiamen University, China |
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| Abstract: | This article explores the promotion of tea culture at Wudang Mountain, a Daoist tem-ple complex in Hubei Province that is a popular tourist destination. At shops in temples and market areas, vendors brand their tea as Wudang Daoist tea, emphasizing its health benefits and connecting their teas to the Daoist discourse of life-nourishing ( yang sheng) practices. In their marketing materi-als and on their websites, the management of the Eight Immortal Temple Tea Plantation further cites folklore and mythic history to claim profound local roots for Wudang tea culture. In so doing, this company echoes the memory narratives of more fa-mous Chinese teas like Iron Guanyin and Dahong-pao. In China as elsewhere, convenient travel now puts people in contact with areas and peoples that a few decades earlier only a few non-locals explored. As a consequence of a global trend towards com-modification, members of local groups, including distinctive ethnocultural groups, now seek to create distinctive local brands for a tourist market. Corpo-rations now regularly mine local traditions to find i-tems that they can transform into commodities for a wider market ( Comaroff and Comaroff 2009 ) . One of Hubei’s richest tourism assets is the Daoist temple complex at Wudang Moutain, which draws pilgrims and tourists from China and Greater China. China’s State Council identified Wudang Moutain as a National Key Scenic Area in 1982 , and UNESCO added its ancient temples to its World Heritage list in 1994 . The Chinese govern-ment has worked with the Daoist Federation to de-velop Wudang’s temples and pavilions, which are spread over 400 square kilometers of mountainous terrain, into a major tourist destination. The gov-ernment tourist office promotes Wudang Mountain for its scenic beauty, its deep historical heritage, its religious culture, and famous martial arts. Al-though its tea culture is less renowned, local tea sellers claim that Wudang tea has a deep history and Daoist qualities. At Wudang Mountain, the Eight Immortal Temple Tea Plantation markets their tea as Wudang Daoist Tea, using history, legend, ritual, and sa-cred location to distinguish its green, black, and oolong teas from those produced elsewhere. They seek to valorize their teas through claims about the excellence of their growing environment ( not un-like the terroir of a fine wine ) and the historical depth of their tea history. They further use legend and mythic history to position their products, and associate their teas with Daoist traditions of health preservation, including martial arts. Finally, they use modern marketing techniques to promote their teas, including a promotional video directed by a In Ethnicity Inc, John and Jean Comaroff pro-pose that “commerce has been instrumental either in crystallizing or in reproducing the sociological entities (‘people’, ‘nation’, ‘community’ ) in which cultural identity is presumed to inhere”( Comaroff and Comaroff 2009:114 ) . In particu-lar, they conclude that people use identity-laden objects as a vehicle through which “ethnic con-sciousness is materialized” ( 33 ) . They focus on the modern discourse of intellectual property rights, including competing national claims to trademark signature products (122). Wudang tea vendors have used story, packa-ging, and performance to promote teas that evoke Wudang’s history, local traditions, and landscape. Hubei officials pay premium prices for the Eight Immortal Temple Plantation’s highest quality teas, but outside China Wudang tea is not well known. As global awareness of this world heritage site grows, Hubei’s Wudang Daoist tea series may find a place among the specialty teas now sold on the world market. But for now, Wudang Daoist Tea is an innovative brand that symbolizes a heritage that is simultaneously imperial, national, Daoist, and deeply local. |
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| Keywords: | Wudang Daoist tea tea culture Daoism |
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