“我们温县的怀山药软糯，香甜，是著名的中药材和食材。这些产品中，蕴含有太极文化、怀药文化和黄河文化、太行文化。”随着社交平台直播间主播的展示和介绍，销售后台的山药新订单不断增加。

"The Chinese yam from Jiaozuo city (also known as Dioscorea Root) in Wen County is soft, fragrant, and sweet, renowned as a traditional Chinese medicine and food ingredient. These products embody the essence of Tai Chi culture, Huai medicine culture, Yellow River culture, and Taihang Mountain culture." With the demonstrations and introductions by live streamers on social platforms, new orders for Huai Yam are continuously increasing.

Photo/Henan Daily

温县四大怀药协会常务副会长、温县怀川臻仁电子商务有限公司总经理郑军朋把他30多人的直播团队拉到田间地头来，为的是能让网友直观感受到怀山药的品质。“助农带货闯云端，十一前后也是我们最忙的时候！山药销售进入一个新赛道，要立足品牌做大‘山药+’我们在不断开发山药粉、山药饮片、山药零食等产品。”郑军朋说。

Zheng Junpeng, the executive vice president of the Four Huai Medicines Association and general manager of Huaichuan Zhenren E-commerce Co., Ltd. in Wen county, has brought his live-streaming team of over 30 people to the fields, allowing the audience to directly experience the quality of the Huai Yam. "Helping farmers sell products online, and the period around the National Day holiday is also our busiest time! The sales of Huai yam have entered a new market segment, and we aim to build a strong brand while expanding the 'Huai yam plus' concept. We are continuously developing new products like Chinese yam powder, slices, and snacks,"  Zheng said.

因焦作古称为怀庆府，所以此地出产的山药被称为怀山药。它具有较高的药用和滋补价值，可谓是食中美味，药中至宝，被誉为“药食同源第一药”。2008年“焦作怀山药”成功注册国家地理标志证明商标。食材和药材之外，怀山药更与文旅结合，展现出独特魅力。

Since Jiaozuo was historically known as Huaiqing prefecture, the yam produced in this area is called Huai yam. It is highly valued for its medicinal and nourishing properties, considered a delicacy in food and a treasure in medicine, and is acclaimed as the "Top medicine with Food Ingredient." In 2008, "Jiaozuo Huai Yam" was successfully registered as a National Geographic Indication trademark. Beyond being a food and medicinal ingredient, Huai Yam has also been integrated into cultural tourism, displaying its unique charm.

秋高气爽，温县的太极庄怀药小镇迎来了众多游客赏菊花、挖山药。河南省太极庄生物科技有限公司转变种植模式，发展特色农业，将下石井村打造成3000亩的怀药小镇，振兴乡村旅游。“在这里，我们主打以旅游、怀药、养生、研学、工业为元素的沉浸式体验，农旅融合展现新活力。”该公司董事长崔平告诉记者。

As autumn approaches and the weather becomes pleasant, Taijizhuang Huai Medicine Town in Wen county welcomes visitors who come to admire chrysanthemums and dig for Huai Yam. Henan Taijizhuang Biotechnology Co., Ltd. has transformed its farming practices to develop specialty agriculture, turning Xiashijing village into a 3,000-mu Huai medicine town and revitalizing rural tourism. "We focus on creating immersive experiences that combine tourism, Huai Yam medication, health preservation, education, and industry, injecting new momentum into the integration of agriculture and tourism," said Cui Ping, the company's chairman.

怀山药、怀牛膝、怀菊花、怀地黄、怀姜、怀府闹汤驴肉、武陟大米......如今焦作市已有9件地理标志产品，其地理标志专用标志合法使用主体也达到33家。焦作市市场监管局有关负责人表示，将持续完善全市地理标志培育、促进、保护、运用和服务体系，推动地理标志与特色产业发展、生态文明建设、历史文化传承和乡村振兴有机融合。（中文来源/河南日报 记者/李鹏 译者/李思瑶 英文审校/温晓梅）

Huai yam, Huai achyranthes, Huai chrysanthemum, Huai rehmannia, Huai ginger, Huai fu naotang donkey meat, Wuzhi rice... Now Jiaozuo city has 9 geographical indication products, and the number of legitimate users of the geographical indication-specific logo has reached 33. An official from Market Supervision and Regulation Bureau of Jiaozuo City said that they will continue to improve the city's system for cultivating, promoting, protecting, applying, and serving geographical indications, and promote the organic integration of geographical indications with the development of characteristic industries, ecological civilization construction, historical and cultural heritage, and rural revitalization. (Chinese source/Henan Daily Reporter/Li Peng Translator/Li Siyao Proofreader/Wen Xiaomei)

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