Since ancient times, Quanzhou has served as a bridge for cultural exchange between the East and West. This city not only excels at disseminating culture but is also renowned for sharing its culinary delights. This confidence stems not only from its historic prominence as a port city but also from the hospitality, resilience, inclusiveness, and innate creativity of the people of Quanzhou.

　　Today, using gastronomy as a medium, Quanzhou hosts a series of national, provincial, and municipal food festivals that connect a broader audience through these events. Leveraging food as a universal language, Quanzhou keeps deepening the concept of "Food +", promoting cross-disciplinary communi-cation and facilitating the global reach of Quanzhou's cuisine. The city warmly welcomes visitors from all directions, encouraging every friend, from both home and abroad, to become an ambassador of Quanzhou's gastronomic treasures.

　　Embracing the era of converged media, Quanzhou embodies the spirit of "Fortune favors food lovers". Through media outreach, it invites friends from around the world to return to Zayton and savor its seasonal delights.

　　Cultural Dissemination

　　The cultural dissemination of Quanzhou's cuisine is closely intertwined with maritime trade. During the Song Dynasty, Quanzhou thrived in overseas commerce, prompting the imperial court to establish a Maritime Trade Office. In two seasons each year, this Office collaborated with the local government to hold a wind praying ceremony on Jiuri Mountain, seeking safety for the trading vessels embarking on their journeys. Following the ceremony, the grandest banquet of the Song Dynasty, known as the "Feast of Blessings", was held to bid farewell to Quanzhou's merchants and the foreign traders arriving from various parts of the world. Through these vibrant maritime exchanges, Quanzhou's culinary culture spread far and wide, reaching diverse corners of the globe.

　　The large overseas Chinese community in Quanzhou is also a key force in spreading Quanzhou's culinary culture to the world. Since the mid-19th century, nearly 10 million overseas Chinese from Quanzhou, distributed across more than 170 countries and regions, are bringing the diverse, open, and harmonious culinary culture of Quanzhou to the world.Through their adaptability, inclusiveness, and innovative spirit, they have created numerous signature dish- es that remain popular in their localities to this day.

　　Media Communication

　　Media dissemination plays a crucial role in the ongoing popularity of Quanzhou cuisine. Media promotion and endorsements from influencers are crucial for success. A range of promotional platforms has been established, including an official bilingual website for Shenchuang, a "Quanzhou Flavor" WeChat account, and a network of domestic and international social media accounts (Douyin, Xiaohongshu, Bilibili, Facebook, YouTube, Instagram) that work together to share resources and amplify messages. Additionally, the Quanzhou Food Influencer Alliance has been formed, bringing together nearly a hundred food-related content creators to support the efforts of Shenchuang. Major domestic media outlets, such as Xinhua News Agency, China Media Group, People’s Daily, and Fujian Daily, have reported on this initiative multiple times.

　　Event Dissemination

　　Quanzhou leverages its culinary delights to enhance the dissemination of its food brands and culture, embarking on a new journey of "going global". The city maintains close cultural exchanges with over 80 international cities and has organized delegations to international organizations and countries, including the United Nations headquarters, the United States, and France, hosting numerous food brand promotion events. Focusing on local specialties, Quanzhou has held a series of influential promotional activities in key domestic cities, such as the Song and Yuan Maritime Silk Road Banquet at the National Museum and exclusive tasting events for the Porcelain Capital Feast and the Prime Minister's Family Banquet at the Fujian Hotel in Beijing. Additionally, the successful and widely celebrated the first China (Quanzhou) Silk Road Snack Festival and International Food Carnival, along with the "Flavors in the Neighbourhood" Minnan Food Carnival have greatly enriched the lives of residents and provided an excellent platform for showcasing Quanzhou's culinary culture.

　　Brand Communication

　　The Three-Year Action Plan for Accelerating the Innovative Development of New Fujian Cuisine (2023-2025) explicitly aims to increase the number of Quanzhou cuisine enterprises recognized on authoritative culinary brand lists such as Michelin, Black Pearl, and Golden Wutong.

　　In 2024, Quanzhou achieved a remarkable "grand slam" by securing entries in all three major domestic culinary rankings: Michelin, Black Pearl, and Golden Wutong. This accomplishment serves as a significant encouragement for Quanzhou's dining enterprises as they pursue paths of quality improvement, chain development, and internationalization, effectively enhancing the brand visibility of Quanzhou cuisine.

　　Cross-industry Promotion

　　Quanzhou is fostering a vibrant and integrated creative atmosphere by deeply collaborating its culinary arts with various industries, including crafts, media arts, film, design, literature, and music. The city aims to become a model for demonstrating the advantages and synergies of UNESCO’s Convention concerning the Protection of the World Cultural and Natural Heritage, Convention for the Safeguarding of the Intangible Cultural Heritage, and Convention on the Protection and Promotion of the Diversity of Cultural Expressions within the cultural sector.