Chongqing - If you want to understand Chongqing, locals will tell you to start with the food.
From the fiery kick of hotpot to the rich aroma of Rongchang braised goose and the silky texture of grilled fish, the city’s bold flavors are increasingly capturing global attention.
A showcase event for “360 Bowls of Chongqing Flavor.” (Photo provided by the interviewee)
A recent campaign under the “360 Bowls of Chongqing Flavor” initiative brought ten signature dishes to the spotlight through short videos, vlogs and mini-dramas, generating over 160 million views online. But behind the viral buzz lies a broader ambition: to turn local cuisine into a global cultural and tourism brand.
From Viral Moments to Global Appeal
Few stories illustrate this ambition better than Rongchang braised goose.
Last spring, a local man’s spontaneous attempt to offer the dish to a global internet celebrity in Chengdu went viral. The heartfelt moment spread rapidly across TikTok and YouTube, with a single clip surpassing 120 million views and the hashtag #RongchangGoose exceeding 500 million views worldwide.
The impact has been immediate. Rongchang recorded more than 28.5 million tourist visits between April last year and February this year, a 52 percent year-on-year increase. Sales of braised goose reached 9.5 million units, generating around 1 billion yuan (about 145 million USD) in revenue.
“360 Bowls of Chongqing Flavor” was presented at the headquarters of the UN Tourism. (Photo provided by the interviewee)
This surge reflects the success of the city’s “360 Bowls of Chongqing Flavor” three-year initiative, launched in 2024 to promote local cuisine through cultural storytelling, marketing campaigns and industry development. To date, the campaign has generated more than 1.7 billion online impressions and even reached international platforms, introducing Chongqing’s food culture to a global audience.
Adding momentum, Chongqing recently passed China’s first local regulation dedicated to the hotpot industry, set to take effect on May 1. The new policy provides a standardized framework for one of the city’s most iconic dishes, paving the way for more sustainable and large-scale growth.
From Farm to Table
Behind every dish is a network that connects rural producers with urban diners.
At dawn along the Yangtze River in Banan District, farmers gather at ferry docks carrying fresh vegetables into the city via so-called “basket routes.” Similar systems now exist in urban transit, ensuring a steady flow of farm produce into local kitchens.
These everyday scenes highlight how Chongqing’s food culture is deeply rooted in daily life. Since 2024, the city has identified 360 representative dishes, including 10 signature dishes, and developed nearly 500 themed restaurants, flagship stores and food streets under the “360 Bowls of Chongqing Flavor” brand.
Grilled fish, one of the Top 10 Signature Dishes of “360 Bowls of Chongqing Flavor.” (Photo provided by the interviewee)
Rongchang braised goose, one of the Top 10 Signature Dishes of “360 Bowls of Chongqing Flavor.” (Photo provided by the interviewee)
One notable example is a food district near Hong’en Temple Forest Park, where more than 100 vendors showcase regional specialties. Combining dining, nightlife, and cultural experiences, the district has attracted over 1 million visitors since opening in early 2025, becoming a new symbol of Chongqing’s night economy.
As food increasingly shapes travel decisions, Chongqing is riding a broader trend. Industry data shows that over 90 percent of tourists consider cuisine a key factor when choosing destinations. In 2025, the city’s total retail sales of consumer goods reached nearly 1.67 trillion yuan, topping all Chinese cities, with tourism and catering playing a significant role.
Building a Culinary IP for the World
Chongqing’s strategy goes beyond individual dishes—it aims to turn food into a recognizable cultural brand.
In Dianjiang County, for instance, a once-overlooked wild peony has grown into a major tourism attraction after decades of cultivation and festival promotion. Paired with local specialties like stone-ground tofu—one of the “360 Bowls of Chongqing Flavor” dishes—it has helped build a thriving local industry with nationwide reach.
This reflects a broader approach: integrating food with culture, tourism and commerce. The city has promoted signature dishes through competitions, exhibitions, and curated food guides distributed at airports, hotels, and tourist sites. Celebrity ambassadors and themed campaigns further amplify the brand’s visibility.
Residents sample dishes from “360 Bowls of Chongqing Flavor.” (Photo provided by the interviewee)
As the three-year initiative enters its final phase, the focus is shifting toward long-term development. Officials say future efforts will deepen integration across the entire value chain, refine standards and expand international outreach.
The goal is clear: to transform “360 Bowls of Chongqing Flavor” from a curated list into a global culinary identity.
In Chongqing, food is more than flavor—it is a bridge between tradition and modern life, between local stories and global audiences. And with every dish, the city is telling that story to the world.