On the evening of January 25, 2025, Quanzhou marked a milestone at the launch of Fujian Province’s cultural and tourism initiative, "A Journey Through Mountains and Seas, A Song Along the Way,"held at Quanzhou Prefecture Confucian Temple Square. The event also featured the official unveiling of Quanzhou's promotional slogan for its UNESCO "City of Gastronomy" bid:

　　"Quanzhou Savour, Global Flavour."

　　The Search for the Perfect Slogan

Quanzhou's "City of Gastronomy" Slogan Launch Event

　　What makes a slogan truly memorable? What phrase can best capture the legacy and future of Quanzhou cuisine?

　　In July 2024, Quanzhou officially launched its bid to join UNESCO's Creative Cities Network as a City of Gastronomy. To support this initiative and establish a distinctive culinary identity, a public slogan competition was announced on October 15, 2024.

　　Over the course of six weeks, the campaign received an overwhelming 10,000+ submissions from 228 cities across 30 provinces in China.After a rigorous selection process—including initial screening, expert reviews, online public voting, and final evaluation—the organising committee chose:

　　"Quanzhou Savour, Global Flavour."

　　Nationwide Engagement and Cultural Impact

　　The competition drew enthusiastic participation from a diverse range of contributors, from young students to senior citizens over 90. Their submissions reflected personal interpretations of "the taste of Quanzhou,"showcasing the city’s deep culinary traditions through fresh and creative perspectives.

　　Beyond being a contest, this initiative became a dynamic platform for promoting Quanzhou's gastronomic heritage and global culinary presence.It generated widespread public interest and significantly boosted the city's visibility, both nationally and internationally.

　　Decoding the Slogan: Quanzhou Savour, Global Flavour

　　Screening of the Quanzhou "City of Gastronomy" Slogan Interpretation Video at the Event

　　A UNESCO World Heritage City, Quanzhou was a maritime trade hub during the Song-Yuan era, connecting China to the world through commerce and cultural exchange. The city absorbed global influences while preserving its rich traditions, a legacy still reflected in its streets, architecture, and way of life.

　　This dynamic history has shaped Quanzhou's distinctive food culture, where culinary traditions have evolved through centuries of interaction. For generations, Quanzhou cuisine has journeyed across oceans with overseas Chinese communities, bringing the city's signature flavours to new lands. Meanwhile, returning merchants introduced new ingredients, spices, and cooking techniques, further enriching local gastronomy.

　　Quanzhou's food culture embodies openness, diversity, and innovation, aligning perfectly with UNESCO's vision for Creative Cities.These qualities form the foundation of its bid for the "City of Gastronomy" designation.

　　"Quanzhou Savour, Global Flavour"

　　This slogan represents more than just a campaign—it is an invitation for the world to experience Quanzhou's vibrant culinary legacy. By sharing its unique fusion of history and taste,Quanzhou continues to bridge cultures and bring people together, one flavour at a time.