Chongqing — Every regional cuisine tells a story about its people, history, and traditions. In Chongqing, local food has become more than a cultural symbol. It is also driving tourism, supporting rural industries, and helping introduce the municipality to a growing international audience.
That transformation is reflected in "360 Bowls of Chongqing Flavors," a citywide initiative launched in 2024 to identify and promote 360 representative local dishes. The program features specialties ranging from Rongchang Braised Goose to Geleshan Spicy Chicken while encouraging the coordinated development of the catering, tourism, and food industries.
Residents and international visitors enjoy the "360 Bowls of Chongqing Flavors" long banquet in Chongqing Liangjiang New Area. (Photo/New Chongqing)
According to official data, the initiative has supported 481 participating restaurants and food businesses, generated more than 1.7 billion online impressions, and been presented at the headquarters of UN Tourism in Madrid. It was also recently recognized as one of Chongqing's representative service brands during a municipal conference on the development of the service sector.
The initiative reflects a broader strategy to preserve traditional cuisine while creating new opportunities for economic growth.
One of the clearest examples is Rongchang Braised Goose. For years, the industry was dominated by small family workshops, with recipes varying from one producer to another and products sold mainly within the local market.
"Making braised goose used to depend almost entirely on experience passed down from masters to apprentices," said Zou Chaowen, chairman of Chongqing Sanhui Food Co., Ltd. and a third-generation inheritor of the Rongchang Sanhui Goose brand. "Without unified standards, it was difficult for the industry to grow."
The launch of Chongqing's three-year action plan for the "360 Bowls of Chongqing Flavors" program marked a turning point. Rongchang Braised Goose was selected as one of its signature dishes, followed by standardized production guidelines, stronger protection of traditional processing techniques, unified branding, and broader promotion through tourism platforms.
The changes quickly translated into economic gains. In 2025, Rongchang's braised goose industry generated more than 1 billion yuan (about US$140 million) in annual output value while supporting businesses involved in goose breeding, spice cultivation, cold-chain logistics and e-commerce.
"The program has helped our products reach customers across China," Zou said. "Visitors now come specifically to experience authentic Rongchang braised goose."
The initiative has also encouraged innovation while preserving traditional flavors.
At Ciqikou Ancient Town, the well-known Chen-Mahua brand introduced raw-material traceability and automated production, increasing daily output from 500 kilograms to five metric tons. In Fuling District, restaurants serving Zhacai Fish adopted standardized recipes and cooking procedures, helping improve quality while strengthening the dish's regional identity.
Chef Peng Jin, founder of the restaurant Hexi · Xiangxiang in Liangjiang New Area, combined a nationally recognized Mawang duck breed with traditionally produced Nanmen brown sugar to create Tujia-style Duck. The dish was selected in 2025 as one of the program's most culturally significant dishes, demonstrating how traditional recipes can be adapted for modern consumers while preserving local heritage.
During this year's Dragon Boat Festival holiday, visitors crowded Chongqing Taoranju Group's "360 Bowls of Chongqing Flavors" Guochao Food Street at Hong'en Temple in Liangjiang New Area. Alongside local cuisine, the destination offers immersive cultural experiences, including Tongliang's intangible cultural heritage iron flower performance, Sichuan Opera face-changing performances, themed light installations and interactive attractions that combine food, culture and tourism.
According to the Chongqing Municipal Commission of Commerce, the city has introduced measures to encourage culinary innovation, restaurant upgrades, and closer integration of food, tourism, and the digital economy, helping traditional cuisine reach wider markets.
Official data show Chongqing's service sector generated an added value of 1.98 trillion yuan in 2025, up 6.2% from a year earlier. The sector accounted for 58.8% of the municipality's gross domestic product and contributed 67.4% of overall economic growth.
Wang Wei, head of a Chongqing association promoting food culture research and development, said the initiative has helped transform local specialties into a recognizable city brand while connecting agriculture, food processing, logistics, catering and tourism into more complete industry chains.
As "360 Bowls of Chongqing Flavors" continues to expand, Chongqing is demonstrating how local cuisine can preserve cultural heritage while creating new economic development opportunities. For the municipality, a bowl of food has become more than a meal—it is a gateway to understanding the region's culture and a growing calling card for the city on the international stage.