On August 30, the 2024 Guangzhou Asian Food Festival reached its climax with the grand unveiling of over 50 “Asian Landmark Cuisine” winners at the Asian Landmark Cuisine Industry Conference in Guangzhou.
This event, part of a broader initiative to promote Guangzhou’s rich culinary heritage, was organized by the Guangzhou Daily Group in collaboration with several government and industry bodies.
A Culinary Call to Support the 15th National Games and Paralympics
As Guangzhou prepares to host significant events for the 15th National Games in November 2025, the food industry has taken a proactive role in supporting these events.
During the “Asian Landmark Cuisine” Cultural Night, representatives from leading cultural and culinary enterprises came together to advocate for the food industry’s role in ensuring top-quality service and safety standards during the Games.
This initiative is seen as a key opportunity to showcase Guangzhou’s culinary excellence to a global audience.
A significant milestone of the event was the signing of a partnership agreement to promote the “Taste Guangzhou, Experience the National Games” initiative.
This agreement not only aims to inject fresh momentum into Guangzhou’s culinary scene but also to enhance the global reach of its food culture.
Unveiling of 50+ Asian Landmark Cuisines
The highlight of the day was the reveal of the 2024 Asian Landmark Cuisine Map, featuring over 50 carefully selected dishes from across the Greater Bay Area, including Guangzhou, Hong Kong, Macao, and other cities.
Each landmark on the map represents a unique and renowned restaurant or dish, reflecting the rich culinary traditions and innovations of the region.
This year, the map was brought to life with engaging animations, underscoring the enduring vitality of Guangzhou’s food culture.
The “Asian Landmark Cuisine” initiative, now in its fifth year, has recognized over 200 landmark dishes and restaurants across Asia.
The program has not only fostered cultural exchange and culinary appreciation but also highlighted the role of cuisine in bridging different civilizations and enhancing mutual understanding.
During the event, various honors were also awarded, including recognition for the 2024 Guangzhou Asian Food Festival sub-venues, honorary judges, and star promoters.
A New Chapter for the Guangzhou Asian Food Festival
The Guangzhou Asian Food Festival has long been a platform for promoting Asian culinary culture, stimulating new dining experiences, and driving the development of the Greater Bay Area’s commercial, cultural, and tourism sectors.
The 2024 festival featured over 30 online and offline activities, offering immersive culinary experiences to millions of residents and visitors.
The festival’s extensive media coverage, including articles, short videos, and live broadcasts, attracted over 30 million views, with the H5 online festival alone garnering more than 1.5 million visits.
The festival also included offline events in popular commercial areas such as COCO Park, Lumina Guangzhou Commercial Center, HengBao Plaza, and Zhujiang Party Pier Beer Culture and Art Zone.
These events, supported by Guangdong UnionPay, offered discounts and special promotions, drawing over 100,000 food enthusiasts.
Additionally, iconic food signage was lit up across Guangzhou Metro and key locations in the Greater Bay Area, further highlighting the festival’s impact.
Looking Forward: The “ALCC Asian Landmark Cuisine Renewal Plan”
Building on years of success, the Guangzhou Asian Food Festival announced its ambition to reach new heights with the “ALCC Asian Landmark Cuisine Renewal Plan,” unveiled by Luo Gang, Deputy General Manager of Guangzhou Guangyue Cultural Development Co., Ltd.
The plan aims to elevate the festival to a global stage within three years, establishing it as a leading platform for Oriental cuisine in the new era.
The plan focuses on four key areas:
- Hosting the annual Asian Landmark Cuisine Industry Conference as a flagship platform for industry exchange, including a Landmark Cuisine Expo for global enthusiasts and professionals.
- Collaborating with authoritative organizations like the China Cuisine Association to establish core city sub-venues, recruit partners in 10 cities, and host 100 landmark cuisine tasting events to expand the market both domestically and internationally.
- Creating an “Asian Landmark Cuisine” list to select top brands and guide new culinary trends, alongside a landmark ingredients list to trace food origins, thereby linking the entire culinary supply chain.
- Partnering with financial institutions like UnionPay to innovate financial products and services that support the food industry, while leveraging platforms like Zhitiao App, Guangzhou Daily G Video, and social media to engage the new generation in food culture.
Expert Insights and Strategic Collaborations
The event also featured insightful discussions from industry leaders.
Li Wei, Executive Director and Senior Vice President of FlyHorses Group, delivered a keynote on finding growth opportunities in an increasingly competitive market.
A roundtable discussion followed, focusing on how food brands can adapt to both change and continuity in a rapidly evolving landscape.
As globalization continues to influence the industry, many brands are exploring opportunities to expand overseas.
The conference included a deep dive into the challenges and opportunities of international expansion, featuring experts like Tan Haicheng, Vice President of the China Cuisine Association, and industry leaders from renowned brands.
The event concluded with the signing of strategic cooperation agreements between key partners, setting the stage for future collaboration and innovation in the food industry.
[All images courtesy of the “Asian Landmark Cuisine” Commettee]