Two days before the New York Advertising Festival was about to open, seven people from Jiangshan came to Chinatown in lower Manhattan.
Chinatown is also called Chinatown and Chinatown.
Chinese-style painted archways, Chinese-style green tile buildings...
In particular, the Hanxian signs in each house gave several comrades from the East the feeling of meeting old friends in a foreign land.
In this area where the Chinese are basically the king, their main businesses are Chinese restaurants, tea restaurants, mahjong parlors, grocery stores, and Chinese medicine stores.
Compared with other businesses, the business that attracts local Americans the most is undoubtedly Chinese restaurants.
After getting used to the arrogant, free-spirited Western faces outside, now looking at the Chinatown in front of me, I just feel that everywhere is a busy, meek and alert normal survival mode.
It happened to be lunch time, and seven comrades in twos and threes headed towards the Chinatown area.
Even before entering Chinatown, Chinese restaurants have already appeared on the street.
After officially entering the territory, the variety of signboards became even more abundant.
However, it was these large and small restaurants and snack shops that made a group of people walking along the street see the seriousness of the problem.
Compared with other shops where workers come and go to load and unload goods, customers can choose their own business scene.
The restaurants along the street looked deserted and dimly lit.
Even if I meet a few diners occasionally, they will all have the same oriental faces as myself.
But compared to the Great Depression in various restaurants, what made Jiang Shan unable to take his eyes away was the notices posted at the door of the restaurant.
[Our meals do not contain MSG, no MSG is added to the dishes in the store, and all foods do not contain any MSG ingredients...]
At this moment, Zhang Lu, Jiang Shan and Wang Fulin were standing side by side outside a restaurant.
I looked at the notice on the door, which was all in English, and then looked at the table in the store that didn't have any customers.
Zhang Lu asked curiously: "What is written on it, business suspension?"
Wang Fulin on the side didn't feel like it: "No way, there is no such thing as opening the door and suspending business."
Jiang Shan took a few steps back and pointed towards the street entrance: "Starting from the beginning, all the way to here, every restaurant has posted a notice on the door stating that the food in the store does not contain MSG."
Not to mention restaurants, even dumpling shops and steamed bun shops have the same notice posted on their doors.
This scene is exactly the same as the historical description.
"Is this what it says here?" Wang Fulin was shocked: "It seems that foreign countries' aversion to MSG is more serious than we thought."
Only then did he realize that Yu Sigui and Huang Hua, two comrades who were proficient in English, had already frowned with Jiang Shan.
Under Wang Shixiang's translation explanation, Huang Yongyu also shook his head: "Comrades, it seems that our task is very arduous."
"There's nothing we can do about it," Jiang Shan said truthfully, "We can't open our mouths and force-feed foreigners MSG."
Although he said so, Jiang Shan really wanted to open their mouths.
"So are these people in Chinatown," Zhang Lu said with a frown:
"Have they never thought that if even their own Chinese restaurants said they would no longer stock MSG, then foreigners would be even less afraid to buy MSG!"
"You can't say that," Jiang Shan put his arm on Zhang Lu's shoulder:
"They are different from us. After all, they are a group of people who make a living within the enemy.
If you are struggling to survive, why would you even consider the survival of MSG?"
"That being said," looking at the notice posted on the store door, Huang Yongyu felt that Zhang Lu's words also made sense:
"But the result of doing so will indeed only make foreigners misunderstand our country's MSG even more."
"Then what do you think we should do?" Wang Shixiang: "How about we tear up all these notices?"
"Are you planning to go out sideways?" Huang Yongyu looked at the other party sideways: "This is Chinatown? Not Fangjiayuan."
"I wouldn't even dare to go to Fangjiayuan." At this time, Wang Shixiang thought of a group of people in his hometown: "I don't know if there is a neighborhood committee in Chinatown, but the group with the red hoop has the most power."
"Your words really reminded me," after looking around, Jiang Shan had an idea:
"I don't know who has the final say here. If we can get his support, the problem will be much simpler."
At this moment, Yu Sigui also followed his gaze and said, "Why do I feel that Chinatown in New York is not as developed as Xiangjiang?"
"It's really not that good." Huang Hua on the side also had the same feeling: "It looks similar to Xiangjiang 10 years ago."
"How about we find a restaurant to eat and chat first?" Jiang Shan's eyes were fixed on a restaurant not far away: "By the way, let's try the Chinese food in New York."
"Okay, I just happen to feel hungry right now."
"You just feel hungry, my stomach has been growling for a long time."
“I’ve been eating in foreign restaurants for so many days, it’s time for a change.
Hearing what Jiang Shan said, everyone responded one after another.
After walking forward for more than ten meters, a restaurant with two small stone lions standing at the door appeared in front of everyone.
Before they could step through the door, a young lady wearing a green cheongsam came out with a smile.
"The phoenix shadow is cold."
As soon as I spoke, it was in Cantonese.
At this moment, Huang Yongyu, who had been holding back for several days, suddenly found his home court.
After speaking fluently in Cantonese, several comrades sat down at a round table near the window.
You don't need to ask to know that the store owner wants them to help create a living sign for the restaurant.
Jiang Shan, who had just sat down, looked around casually.
Besides them, there were four or five other tables of guests in the hall.
It can be seen from the dragon and phoenix carved beams on the roof and several large palace lanterns hanging above the head that a lot of money was spent on the decoration of this restaurant.
"This is a Cantonese restaurant, what do you want to eat?"
Huang Yongyu, who was holding the menu, asked while looking at it: "Bird's nest, shark's fin... let's forget about these. Xiao Jiang is our own comrade, we can't hold on to him."
Wang Shixiang smiled: "Just turn back."
Since Director Hou of the Tourism Bureau left New York and went to the next inspection place, Xiangjiang.
The participating teams of the Advertising Festival returned to normal accommodation and dining standards.
However, although the hotel's level has been downgraded, the food standard is still very optimistic.
After all, there is still Jiangshan, a big player, who is subsidizing it.
I finally came to New York in the 1980s, but Jiang Shan didn’t want to feel wronged by holding on to anything.
Although others dare not act rashly, it is not difficult to eat a few good meals.
"You're welcome, everyone,"
No one was an outsider at this moment, and Jiang Shan spoke very directly: "Except for abalone and bird's nest, you can order whatever you want to eat."
Not to mention the government's entertainment subsidy, even without him, he would not treat these people in front of him badly.
“Honey sauce barbecued pork, crispy squab, dry-fried beef river, black bean sauce pork ribs, four combinations of barbecued flavor...”
Huang Yongyu's every ping-pong match did not disappoint his previous life experience in Hong Kong and Guangdong.
But after he finished clicking, he found that everyone in front of him was looking in the same direction.
Huang Yongyu turned sideways and took a look. It turned out that there was a TV hanging in the air in the hall.
[Did you know? MSG is produced through microbial fermentation.
Let’s explore the recycling ecosystem of MSG, which is made from sugar cane and other agricultural products...]
The advertisement being played on the TV at this moment is an animated science advertisement commissioned by Pujiang Meiying Studio after the Second Commercial Bureau adopted Jiangshan’s suggestion.
Before the competition team from the advertising festival even came to New York, this MSG animated commercial had already been broadcast on local television stations.
"Playing MSG popular science ads in Chinese restaurants," Jiang Shan, who raised his head, praised, "This is a good idea."
At a glance, you can tell that the TV channels chosen by this restaurant are quite targeted.
Wang Fulin nodded: "It seems that the owner of this store has not given up the idea of putting MSG in the dishes."
"This is a smart man,"
Seeing that the guests at the other tables all had Asian faces, Jiang Shan said bluntly:
"He knows that unless the MSG problem is solved, the restaurant business will never get better."
At least it hasn’t been very popular in recent years.
Even in the future, Chinese food can only take the path of cheap and good quality, while Japanese food, which is quite capable of doing things, is becoming more and more cheap and good.
"When will our advertisement be released?" Huang Yongyu asked Jiangshan: "I feel that I can't wait any longer."
"It seems like tonight," Jiang Shan looked at Huang Hua: "Right, Manager Huang?"
"Yes, it's tonight," Huang Hua, who kept smiling, nodded: "The bureau has chosen a good time slot for "Wonderful Night in the Forbidden City" this time, so it was not scheduled until today."
The current Pujiang Advertising Company still takes over all the overseas advertising business in Pujiang City as before.
Therefore, all matters related to this aspect are handled by Huang Hua.
"That's good," Wang Fulin was already looking forward to:
"Now that MSG's popular science advertisement has been aired, once our advertisement is released, it will be difficult for MSG's export orders not to pick up."
"The premise is..."
Before Huang Hua finished speaking, a table of guests not far away suddenly turned this way.
I glanced at the people at the table and saw that no one was easy to mess with.
Judging from the way some people dress, they are afraid that others will not see their dark side.
Seeing that something was wrong in the atmosphere, even the waiter who was serving the food began to act carefully.
At this time, a gay man wearing a black shirt who was sitting among them called out from two tables away: "Are these friends from mainland China?"
"Yes, we are all from China,"
Although the other party spoke Cantonese, Huang Yongyu still replied in Mandarin: "What about you? Are you from Xiangjiang?"
The difference between Cantonese Cantonese and Hong Kong Cantonese allowed Huang Yongyu to recognize the other person's place of origin at once.
"Xiangjiang?" Looking at the man who was estimated to be in his 50s, he suddenly laughed: "That was all a long time ago."
"oh?"
"I've been coming to New York for many years."
"Aren't you ready to go back?"
"I can't go back. I opened this restaurant. Does the food taste good?"
"I haven't started eating yet..."
During the conversation between the other party and Huang Yongyu, he only understood a rough outline of the situation and kept watching quietly.
Compared to the wary and unfriendly expressions of the others, the oldest man looked very easy-going.
In just a few words, he had already walked over and sat down with Huang Yongyu: "My surname is Chen, and everyone likes to call me Brother Chao."
"Brother Chao?" Although he was in a foreign country, Huang Yongyu was still unwilling to condescend: "In what year was Mr. Chen born?"
"1928."
"Then you have to call me brother," Huang Yongyu said, "I am 24 years old."
"Brother," Brother Chao said cheerfully, then pointed at the TV and asked, "I just heard you guys talking about advertising. What's wrong? Did you make this advertisement?"
"Yes," Huang Yongyu nodded: "The current task of our team is to seek justice for MSG."
“Justice for MSG?”
Upon hearing this, Brother Chao suddenly stopped smiling: "You are thinking too simply. It has been a while since this cartoon commercial was aired, but take a look..."
Brother Chao pointed out the window: "It's not useless at all."
At this time, Jiang Shan, who had been listening for a long time, finally spoke.
Although he had been listening half-comprehensively, he could at least get the general idea: "You have to keep broadcasting even if it's useless, otherwise your restaurant business will be even worse."
Jiang Shan looked at Brother Chao, who was standing opposite him, and ignored the two heroes standing behind him.
"Now it seems that the business of the Chinese restaurant is just poor," Jiang Shan began to bluff:
"We'll see after a while. Ingredients, seafood, condiments, etc. that are closely related to the restaurant will be greatly affected."
Regarding the phenomena mentioned by Jiang Shan, they have actually already appeared in Chinatown.
Fortunately, there are a lot of Chinese in New York, even if some Chinese restaurants are closed.
His restaurant will not be affected in any way.
Looking at the young man in front of him, Brother Chao was about to say something, but the other person spoke first.
"Do you think this is the end?" Jiang Shan continued to spread fear: "I believe you must know the purpose of foreigners coming to Chinatown, right?"
"Of course, they all come here for the Chinese food," Brother Chao said with a smile, "They can't come here to play mahjong, right?"
“One day there won’t be a single foreigner eating Chinese food anymore,” Jiang Shan:
"Half of the restaurants in Chinatown will close. By then, whether they are rent collectors, restaurant owners, or restaurant suppliers,
Or a large number of cooks and waiters... will suffer from the economic crisis, which will inevitably trigger a series of coherent reactions."
"In addition, we might as well think more deeply," Jiang Shan also pointed to the TV:
"You have now seen that the claim that MSG is harmful to health is pure fabrication.
Those Americans can make rumors about MSG today, but they can make other rumors tomorrow.
The Chinese Exclusion Act was only repealed a few decades ago, have you forgotten?
You don’t even think about why they started with Chinese restaurants, isn’t it because this is the business that attracts the most locals in Chinatown!”
Seeing Jiang Shan talking more and more energetically, not to mention Brother Chao's group, even Wang Fulin and Zhang Lu began to feel melancholy.
In 1880, New York’s earliest Chinatown was just a little teeth emerging.
Gradually, residents from Guangdong, Fujian, and the coastal areas of Xiangjiang grew stronger.
When they first arrived, they could only make a living from small restaurants, tofu shops, and laundries.
Nowadays, clothing processing factories, bathing centers, museums, bookstores, and one-stop smuggling and lending services have also appeared one after another.
But no matter what period of development, Chinese restaurants have always been the ones with the best business.
This meeting with Jiang Shan clarified the key point, and Brother Chao's sense of crisis immediately amplified.
Thinking again about the hateful "Chinese Exclusion Act", he slowly looked towards the country under the dark clouds:
"Although what you said makes sense, what can you do? Can Chinese restaurants be solved by just two advertisements?"
"Of course it won't work if it's an ordinary advertisement," Jiang Shan also slowed down his speech: "But fortunately, it's not an ordinary advertisement.
Domestic leaders also attach great importance to the current situation faced by Chinese restaurants in Chinatown.
After learning the specific reasons, the Propaganda Department and the Ministry of Culture immediately organized multiple departments to come forward to resolve the matter.
The relevant departments not only allocated a special amount of funds for broadcasting, but also promised to purchase advertising broadcast time slots for a long time."
This was the first time I heard that the relevant domestic departments would care about Chinatown. Brother Chao raised his lips indifferently.
But looking at Jiang Shan's serious and measured appearance, the trace of disdain on the corner of his mouth gradually disappeared.
"This is Mr. Wang Fulin, the chief director of CCTV, and sitting next to him is Zhang Lu, the chief director of Pujiang TV Station,"
Jiang Shan's performance is still going on, and the comrades named by him are also fully cooperating:
"Huang Hua, the manager of Pujiang Advertising Company, Huang Yongyu, commissioner of the Ministry of Culture, Wang Shixiang...
In order to film a food commercial promoting Chinese food, the government not only allowed the crew to enter the Forbidden City for filming, but also moved out cultural relics from the Forbidden City to serve as props.
A team composed of experts from various departments came to the United States this time to participate in the New York Advertising Festival.
If our advertisement can win an award at an advertising festival, do you know how big the impact it will have?"
Brother Chao, who had been dumbfounded for a long time, finally understood: China has not only not forgotten their people who are drifting abroad, but also filmed an advertisement for them to solve the problem.
Not only him, but while Jiang Shan was chatting, everyone in the restaurant quietly gathered around.
"How much impact does it have?" Before Brother Chao could ask, the comrade who was sitting at the same table with him couldn't help but open his mouth.
"If you can win a prize," Jiang Shan said:
"Our Chinese food advertisement is likely to be broadcast on various TV stations in the United States, and it is more likely to be broadcast abroad.
If you think about it carefully, New York is the center of the world. By that time, not only the locals will go straight to Chinatown, but tourists from surrounding cities will also come.
Plus the explanations brought by the MSG science advertisement.
I’m afraid that by then, your Chinese restaurants in Chinatown won’t be able to take a break even if they want to!”
Upon hearing this, Brother Chao, whose heart was already surging like a river, immediately raised his hand: "Needless to say, when is the opening ceremony of the New York Advertising Festival?"
Jiang Shui: "The day after tomorrow."
"You still have you," Brother Chao pointed at two people in the crowd: "Go and drive some Lincolns and Gatoris over, remember they are all longer."
"Okay, Brother Chao."
After the other party turned and left, Brother Chao looked at Jiang Shan and smiled slowly: "Although I can't help with other things, I must let a few of them appear at the New York Advertising Festival in glory."
"Just bring me the dress."
"Do you want me to follow you? Our Ghost Gang will handle it if necessary."
"Which hotel are you staying in now? How about I give you some luxury bags at the club?"
At this moment, other sounds in the restaurant also started to sound...
