中國街頭的拉麵產業掀起更名潮，超過1000家店鋪改掛「青海拉麵」招牌[1]。這一轉變背後有著數十年的身份誤認——該產業實際由青海農民在1980年代末期創辦，卻因家鄉知名度低而借用蘭州名號長達30多年[1]。
如今，青海人在全國300多個城市開設了3.1萬家拉麵店[1]，從業人員達20萬人，年創收超過240億元人民幣[1]。為了建立自主公共品牌，青海省農業農村廳推行了「三店合一」方案，推動這一產業的正式更名與升級[1]。青海省拉麵產業行業協會會長馬麗萍強調，「更名絕非與蘭州惡性競爭，而是市場規範化發展的必然規律」[1]。
What has long been marketed as "Lanzhou ramen" across China's streets is actually a business venture built by Qinghai entrepreneurs, who are now undertaking a major rebranding campaign to reclaim their culinary heritage.[1] More than 1,000 noodle shops have switched their signage to "Qinghai ramen" as part of this shift toward establishing an independent brand identity.[1]
The industry traces its origins to the late 1980s, when farmers from poverty-stricken areas of Qinghai Province, including Hualong County and Jianzha County, ventured out seeking economic opportunities.[1] Rather than promote their home province, they adopted the more recognized name of Lanzhou to attract customers—a marketing strategy that persisted for over 30 years.[1] Today, Qinghai entrepreneurs operate 31,000 noodle restaurants across more than 300 Chinese cities, employ 200,000 workers, and generate annual revenues exceeding 24 billion yuan.[1]
The rebranding initiative represents more than a simple name change.[1] Qinghai's Department of Agriculture and Rural Affairs is promoting an integrated development strategy known as the "three-store-in-one" model to modernize the industry.[1] Ma Liping, chairman of the Qinghai Noodle Industry Association, emphasized that the rebranding effort "is not malicious competition with Lanzhou, but rather an inevitable outcome of market standardization and development."[1]