Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya

Yiqing Zhu; Miaofang Han; Ziqi Zhang

doi:10.47297/wspceWSP2516-251913.20261001

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Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya

Volume 10, Issue 1

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Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya
Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya
Zhejiang Yuexiu University, Shaoxing, Zhejiang, 312000, China
Vol. 10, Issue 1, Pages: 69-72(2026)
Published：28 February 2026
DOI：10.47297/wspceWSP2516-251913.20261001
Accepted：

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Zhu Yiqing,Han Miaofang,Zhang Ziqi.Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya[J].Creative Economy,2026,10(01):69-72.
DOI：

Zhu Yiqing,Han Miaofang,Zhang Ziqi.Research on the Branding Path of Agricultural Products in Borderland from the Perspective of Borderland -Zhejiang Synergy: A Case Study of the "Taste Kekeya" Project in Kekeya[J].Creative Economy,2026,10(01):69-72. DOI： 10.47297/wspceWSP2516-251913.20261001.

摘要

Abstract

Against the background of the in-depth implementation of the Borderland -Zhejiang counterpart assistance policy

agricultural products in Borderland are facing development dilemmas including "products unable to go global

low public recognition

and lack of brands". Taking the Kekeya "Taste Kekeya" project as an example

this paper systematically analyzes its multi-dimensional innovative practices. By means of media empowerment such as IP image building and short-video content matrix construction

it explores a transformation and upgrading path from "local specialties" to "cultural symbols".

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references

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