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

10卷第1期

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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
2026年10卷第1期页码：69-72
纸质出版：2026-02-28
DOI：10.47297/wspceWSP2516-251913.20261001
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Yiqing Zhu, Miaofang Han & Ziqi Zhang. (2026). 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. 创意经济（英文版）, 10(1), 69-72.

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.
Yiqing Zhu, Miaofang Han & Ziqi Zhang. (2026). 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. 创意经济（英文版）, 10(1), 69-72. DOI： 10.47297/wspceWSP2516-251913.20261001.

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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