Chongqing - “360 Bowls of Chongqing Flavors” is an official city-backed food brand. Its lead promoter, Yan Qi, a deputy to the National People's Congress and Chairman of Taoranju, is dedicated to taking the brand global and sharing Chongqing’s distinctive cuisine with the world.

Yan Qi, a deputy to the National People's Congress and Chairman of Taoranju, a well-known restaurant in Chongqing. (Photo/He Saige)

The brand serves as a food directory, rooted in the traditional banquet culture of Chongqing. Featuring Chongqing's authentic cuisine, it includes 360 dishes, such as hot pot, noodles, Wanzhou roasted fish, and Gele Mountain spicy chicken, representing the unique flavors of all districts and counties in Chongqing. The offerings span a variety of categories, including hot dishes, cold dishes, snacks, and soups, showcasing the rich spectrum of Chongqing’s culinary heritage.

To make these signature dishes more accessible, the brand also incorporates diverse consumer settings, such as restaurants and specialty food streets. The most prominent of these is the “360 Bowls of Chongqing Flavors” Taoranju National Trend Food Street, led by Yan, which houses 118 merchants. Consumers can enjoy the full range of 360 Bowls of Chongqing Flavors’ offerings while also experiencing the intangible cultural heritage of the Sichuan-Chongqing region.

Yan explained that promoting “360 Bowls of Chongqing Flavors” internationally aims to expand the perception of Chongqing’s cuisine beyond just hot pot and noodles, allowing the distinctive flavors of various districts and counties in Chongqing to reach global audiences. Her team researches overseas cities for the brand’s international expansion, progressing steadily with its globalization strategy.

In essence, promoting “360 Bowls of Chongqing Flavors” abroad is about spreading Chinese culinary culture worldwide. This aligns with Yan’s suggestion to build Chinese Food Museums abroad.

Recalling what inspired the idea, Yan said a group of Harvard University students once spent 10 days interning at Taoranju. On their final day, she treated them to Chongqing hot pot, unsure whether they could handle the spice. To her surprise, they loved it and even invited her to open a Taoranju near Harvard. The experience strengthened her resolve to take Chinese cuisine to the world.

Diners savor Chongqing cuisine at the “360 Bowls of Chongqing Flavors” Taoranju National Trend Food Street. (Photo/Lin Hao)

Similar to the 360 Bowls of Chongqing Flavors brand, the Chinese Food Museum would not only focus on restaurant sales but also emphasize the cultural exchange of Chinese food civilization and lifestyle aesthetics. Yan stated that it would represent not just a restaurant but the flavors of Chongqing and even the image of China.

Its core functions would include showcasing Chongqing cuisine like hot pot, as well as traditional handicrafts like face-changing opera, fire-spitting performances, and dough figurines. This would provide a comprehensive experience for global visitors, allowing them to immerse themselves in the charm of Chinese food culture.

Yan also advocates for China’s food and restaurant industry abroad. She highlighted that many Chinese restaurants have already opened internationally, acting as vital windows for spreading Chinese flavors. However, these businesses urgently need supportive policies.

She hopes China will introduce policies to better support overseas Chinese restaurant operators, helping them act as bridges that will bring the flavors of Chongqing and China to the world, effectively telling the story of Chinese cuisine globally.