金瓶梅三级片

　　To boost domestic demand, enhance festive consumption, and integrate regional industries into a broader development strategy, Quanzhou launched the "Flavours of Minnan" Food Carnival and Lunar New Year Market Festival on 31 December 2021. Co-hosted by the Quanzhou Municipal Bureau of Commerce and Licheng District Government, the event showcases the essence of Minnan culinary traditions, rejuvenates time-honoured brands, and promotes Quanzhou's gastronomic identity on both national and global stages.

　　The opening ceremony featured a range of key highlights, including the official designation of "Min Cuisine Restaurants," award presentations for a professional culinary skills competition, the announcement of new recognised heritage brands, the unveiling of winners from the second "Minnan-Taiwan Gourmet Gift Selection", and the launch of initiatives to promote Minnan cuisine and food culture. Also featured were the debut of a culinary-themed short video competition and strategic partnerships for two digital platforms: "Taste Quanzhou" and "Quanzhou Delights."

　　As the birthplace of Minnan cuisine, Quanzhou boasts a culinary tradition marked by local ingenuity and deep cultural roots—from bustling street snacks to beloved home-style dishes. The main venue brought together over 100 vendors offering traditional Minnan cuisine, heritage food brands, and cultural-creative products. With themes centred on "authentic Minnan flavours" and "retro tastes," visitors enjoyed a one-stop immersive experience blending tasting, shopping, and cultural discovery.

Festival scene, courtesy of organisers

　　Quanzhou's cultural prominence was further underscored in 2021 when it was inscribed on the UNESCO World Heritage List as "Quanzhou: Emporium of the World in Song-Yuan China." As a living heritage city, Quanzhou's food culture forms a vital thread in the larger tapestry of Minnan civilisation. Celebrated director Chen Xiaoqing, known for A Bite of China, sent a heartfelt video message in support of the city's rich culinary heritage.

　　Quanzhou's flavours also resonate deeply with the global Chinese diaspora. Video greetings came from overseas community leaders, including Wang Quanchun (Honorary President, Fujian Association of Australia), Shi Yuer (President, Chinese-Filipino TV & News Network), Cai Guowei (President, Chinese Business Association of Madagascar and Fujian Chamber of Commerce in France), Xu Bian (Honorary President, Filipino Fujian General Chamber of Commerce), Guo Congyuan (President, Quanzhou Association in the Philippines), and Zhou Jingwei (CEO, Asia-Pacific United Real Estate Philippines). Their messages underscored the strong emotional bond between Quanzhou's cuisine and the hometown memories of overseas Chinese.

　　The festival was staged across multiple locations and formats, combining offline festivities with interactive online engagement. Featured events included food showcases, livestreamed tastings, influencer-led culinary tours, live music performances, heritage brand networking events, and a microfilm contest themed around culinary storytelling.

　　Adopting a "1+N" format, the main venue was set at Yuanhetang 1916, with satellite venues spread across Quanzhou's twelve counties and districts. From New Year's Day through 16 January, each location hosted thematic promotions—ranging from restaurant and fashion discounts to livestream shopping festivals, auto culture exhibitions, takeaway app promotions, and digital shopping campaigns—collectively fuelling consumer enthusiasm and cultural pride.

　　Online components of the festival included livestreams focusing on Quanzhou's gastronomic and heritage brands, influencer-led site visits, and interactive games. Under the campaign slogan "Savour Culinary Heritage: Quanzhou Delights Await," citizens and visitors were invited to capture the region's rich food traditions through creative short videos, presenting Quanzhou's unique charm from artistic, personal, and globally resonant perspectives.

　　(Reported by Huang Yi)