Abstract

In contrast to the reduction of personal utility and economic benefit in the field of marketing management, this study clarifies the factors that underlie the formation and development of foods with local characteristics, and identifies the social networks and strategies involved. Based on the case study of “Guanxi Mesona,” this study uses qualitative research methods to systematically explore the evolution process of typical local foods. The study shows that consumer society characterized Mesona as a common herb during the period before 1990. It was usually served as a cold food, and was well-received by the general public. Since the 1980s, large-scale plantation has begun in the Guanxi area. During the period of Mesona’s active transformation and innovation (1991 to 2000), not only did the traditional family herb become an ingredient for cold food that can be standardized and mass-produced, but what used to be consumers’ favorite summer treat also became a popular hot drink in the winter. During the period when Mesona was being transformed into a typical local food (after 2001), the Guanxi Farmers’ Association and Guanxi merchants simultaneously adopted strategies to extend the supply chain and extend their territory. In addition to active commitments to Mesona product research, local food festivals like the “Guanxi Mesona Festival” were also used to gain local consumers’ recognition. Overall, the development of typical local foods does not follow a uniform process. Instead, the development pathway is altered by differences in the time of involvement of various actors and the strategies they adopt. Among these factors, active creation of production and consumption are especially important as factors that maintain typical local foods.