Very important with often a traditional meaning as well are fermentation products of mare milk, like for example the slightly-alcoholic yogurt kumis. Consumption of these peaks during cultural festivities such as the Mongolian lunar new year (in spring). The time of this celebration is called the "white month", which indicates that milk products (called "white food" together with starchy vegetables, in comparison to meat products, called "black food") are a central part of this tradition. The purpose of these festivities is to "close" the past year – clean the house or the yurt, honor the animals for having provided their food, and prepare everything for the coming summer season – to be ready to "open" the new year. Consuming white food in this festive context is a way to connect to the past and to a national identity, which is the great Mongolian empire personified by Genghis Khan. During the time of this empire, the fermented mare milk was the drink to honor and thank warriors and leading persons, it was not meant for everybody. Although it eventually became a drink for normal people, it has kept its honorable meaning. Like many other traditions, this one feels the influence of globalization. Other products, like industrial yogurt, coming mainly from China and western countries, have tended to replace it more and more, mainly in urban areas. However, in rural and poorer regions it is still of great importance.