The work aims to explore the integration path of Hani cultural elements and the brand design of red rice noodles in southern Yunnan, build a highly recognizable brand symbol system, and promote the upgrading of regional food brands. Firstly, according to the brand design elements, the target users and user needs of the red rice noodle brand in southern Yunnan were clarified; Secondly, the analytic hierarchy process (AHP) was used to determine the subjective weight of user needs, and the objective weight of needs was calculated by the CRITIC weighting method, and the combined weight was obtained by fusing the subjective and objective weights. Finally, the cultural genes of the Hani ethnic group were extracted, and the design practice of the red rice noodle brand in southern Yunnan was carried out from three aspects: brand visual system, brand IP and brand experience contact points according to the cultural translation theory. The weight of visual needs was the highest, of which the brand logo was the core need, and the national weight in IP needs was prominent. For this reason, the red rice noodle brand in southern Yunnan should cater to users' visual needs while also featuring the regional and ethnic cultural characteristics. In the context of the strategy of intangible cultural heritage living inheritance and the revitalization of the specialty food industry, integrating Hani culture into the brand design of red rice noodles in southern Yunnan can effectively realize the scientific coupling of cultural genes and consumption demands, and then form an implementable plan to provide appropriate references for cultural tourism brand building.
Key words
red rice noodles in southern Yunnan /
Hani culture /
brand design /
AHP /
CRITIC
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