Chongqing- Chongqing launched the event for 2022 iconic Chongqing dishes selection and evaluation, aiming to build a top culinary destination globally on April 19.

An official from the Chongqing Municipal Commission of Commerce said to build a top culinary destination is an essential move for Chongqing to become an international consumption center.

Chongqing hotpot. (iChongqing/Zheng Ran)

What are Chongqing's strengths and weaknesses during the chasing path? What should Chongqing do? Here are some insights from industry experts.

A rich food culture

Food is part and parcel of a city's culture.

"Chongqing governs 38 districts and counties, each with its specialties, such as Wanzhou Grilled Fish, Bishan Diced Rabbit, Rongchang Marinated Goose Meat, Qianjiang Chicken Giblets, Nanshan Spring Water Chicken, and plenty more," said Liu Ke, a famous catering planner and a tenured research fellow within the China Academy of Management Science.

In recent years, Chongqing has focused on chain restaurants development, relying on specialties. Meanwhile, Chongqing's food reputation has improved through diverse activities such as the Chongqing Xiaomian Noodle Cultural Festival and the Hotpot Cultural Festival.

According to available data, more than 380,000 Chongqing Xiaomian noodle restaurants are scattered throughout China, while about 84,000 are in Chongqing, where they sell about 12.6 million bowls every day.

Moreover, data from the Chongqing Municipal Commission of Commerce and the NCBD, a catering big data research and evaluation agency, have shown that Chongqing has more than 30,000 hotpot restaurants, ranking first in China.

In addition, Chongqing's hotpot enterprises have established branches all over the country, and Chongqing's hotpot condiment products have been exported to more than 20 countries and regions worldwide.

In 2021, Chongqing's revenue from catering reached 195.3 billion yuan (about 30.3 billion U.S. dollars), increasing by 28.5% year on year. Income from catering contributed 14% to the city's retail sales of social consumer goods, 9.9% higher than the national average.

A City of Gastronomy

The United Nations Educational, Scientific and Cultural Organization (UNESCO has set critical standards to award a City of Gastronomy, and the first criterion is: that well-developed gastronomy contains the urban center and region characteristics.

There is still much to be done for Chongqing to meet UNESCO's standards.

As far as Mo Yuanming, a researcher from the Center for Coordinated Development of Chengdu-Chongqing Economic Circle, Chongqing Technology and Business University, is concerned that the industry is less concentrated as local specialties fail to form a combined effect.

Besides, Chongqing's catering enterprises are on a small scale, lacking leading enterprises. According to the list of 2020 Top 100 Food & Beverage Companies of China, only one Chongqing enterprise enter the top ten.

Moreover, none of Chongqing's catering enterprises has realized more than 10 billion yuan annual operating revenue. In comparison, Haidilao took in 41.1 billion yuan in 2021.

So what should Chongqing do next?

Mo suggested that Chongqing introduce a municipal action plan to revitalize local specialties, especially hotpot and Xiaomian (Chongqing noodles), to strengthen industry concentration, and develop a sound mechanism.

For example, Chongqing can learn to classify hotpot and Xiaomian and cultivate high-quality brands from the hotel management.

Furthermore, Chongqing should highlight technology and culture, develop immersive, experience-oriented, interactive consumption scenarios, create new business formats such as themed restaurants and fashionable and romantic restaurants, and make catering consumption more attractive.

Apart from the government, enterprises should also beef up efforts in branding and marketing.

"Most Chongqing's catering enterprises seek a quick win and pay little attention to culture or branding. As more food brands venture into Chongqing's market, local enterprises face fierce competition," said Liu. 

Chongqing will roll out incentives to speed up building a world-renowned gastronomy destination.

For example, Chongqing will support districts and counties in organizing the activities of building international gourmet clusters and night-time economy demonstration zones. Those rated as municipal global gourmet clusters and night-time economy demonstration zones will be awarded 500,000 yuan.

Enterprises are encouraged to build central kitchens or food processing and distribution centers, and those who qualified will gain 500,000 yuan maximum, depending on the investment.

Besides the incentives, Chongqing will strive to promote local catering brands to meet international standards and pursue a Michelin star rating to improve the global reputation of Chongqing food.