A bowl of Yingchuan rice noodles. [Photo/Tide News]

Traditional rice noodle production is in full swing in Yingchuan town, Jingning She autonomous county, Lishui, Zhejiang province.

The process, involving soaking, grinding, steaming, cutting, and drying, keeps households busy, with drying noodles shimmering in courtyards, releasing a gentle aroma.

For locals, a bowl of these steaming noodles marks the start of each day, enjoyed with savory bean paste or bone broth. This centuries-old delicacy, dating back to the Ming Dynasty (1368-1644), is now evolving beyond breakfast.

Restaurants in the county now serve new dishes like scallion-oil noodles and noodles with stewed pig trotters, attracting customers throughout the day.

To expand this specialty into a major industry, the county has promoted standardization and branding.

Last year, Yingchuan invested over 700,000 yuan ($100,782.77) to establish common prosperity workshops, obtain food production certification, and guide farmers in standardized production, while collaborating with universities to develop instant products and experiential tourism offerings.

Yingchuan rice noodles are currently sold in more than 400 stores nationwide, generating annual sales exceeding 10 million yuan.

Efforts are underway to build a public regional brand and promote an industrial, cooperative-based operating model, positioning it as a pillar of local income growth.