On October 13, the "Delicious Wencheng" Snack Flagship Store opened for trial operation at the intersection of Jianshe Road and Yangxin South Lane in Daxie Town, Wencheng County. As an in-person showcase for the regional public brand "Delicious Wencheng," the store brings together local specialties. It drew a large crowd on its first day, with many residents making a special trip to try Wencheng's signature foods.
The store specializes in Wencheng hand-pulled noodles, Bowen sesame cakes (a local specialty), sweet potato vermicelli and other local favorites. The signature noodles are handmade with just flour, salt and water, with no additives. Their texture depends on the skillful resting of the dough.
Unlike the uniform shape of Lanzhou hand-pulled noodles, Wencheng noodles have a more home-style character, with their thickness varying naturally according to the cook's touch. The broth is simmered slowly for hours with pork, dried cuttlefish, dried shrimp and other ingredients. It is made with less salt and oil, relying on the natural flavor of the ingredients.
The menu includes hand-pulled noodles and thin noodles served with home-style braised toppings, pork chops, pork ribs or pork liver. Prices range from 8 to 23 yuan, and a self-service condiment bar lets diners season their food to taste.
The store has a warm-toned interior and a comfortable, welcoming dining area. Alongside its signature hand-pulled noodles, it serves Bowen sesame cakes, sweet potato vermicelli, green tofu (a local specialty) and Baidilu (a local herbal drink). Located next to the Wencheng County Agricultural Property Service Center, the store is currently open from 10:30–19:00. Its hours will be adjusted according to customer traffic once it officially opens.
Many residents heard about the new store through WeChat Moments (the social feed on WeChat) and short videos, and came to try it. Diners praised the noodles' chewy texture, the rich broth, the good value and the home-style flavors.
Rooted in local traditional handcrafts and ingredients, the store aims to promote Wencheng's signature noodles and snacks while preserving classic flavors and making measured innovations. Using food to bring people together, it carries forward local food culture and offers more ways to enjoy Wencheng's cuisine. By attracting visitors with its local flavors, the store supports closer ties between the food and tourism industries, gives the local food economy a boost and contributes to shared prosperity in rural areas. It also helps make Wencheng's flavors a distinctive calling card for the area's landscape and cultural tourism.