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Businessmen Benefit from Name of Ancient City
The Buddhist city of Loulan had been buried underneath the Taklimakan Desert for more than 1,500 years. Today, however, smart businesspeople of Xinjiang Uygur Autonomous Region, northwest China, have brought the city back to life by using its name for promoting their products.
The trademark "Loulan" has been widely used in the catering service, recreational centers and tourism sector, and in naming agricultural products, light industrial products and many others, according to the trademark management office under the Xinjing Uygur Autonomous Regional Bureau for Industry and Commerce.
A group of hotels, restaurants and plants named after Loulan have been built in Ruoqiang County where the ancient Loulan city was located.
Liu Sanhai, a melon farmer from the county, registered a trademark "Melon King of Loulan" in Beijing last year. As a result, his melons sell very well in more than 20 provinces and autonomous regions across the country.
Experts on history said that it is the rise-and-decline-history of the Loulan Kingdom that has made the name of the city so attractive.
"'Loulan' is very special, it's mysterious and you can always be moved by something," said a consumer who loves to drink "Loulan" grape wine. The wine was first produced in 1998.
Though the city of Loulan disappeared in the boundless desert, its glorious past has been in the people's mind from the ancient time to today.
Many poets in the Tang Dynasty (618-917) cited Loulan in their poems to embrave soldiers who safeguarded the frontier.
The discovery of the ruins of this ancient city, the "Loulan Beauty" and other relics in the area since the beginning of this century make the city more famous and attractive both at home and abroad.
Many people from business circles in Xinjiang said that they will use "Loulan" as the edge tool to explore domestic and international market.
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