Quanzhou, March 22 – Flavours transcend mountains and seas, as masters connect past and present. On March 20, the Quanzhou Evening News launched its large-scale multimedia initiative, Quanzhou Cuisine: Master’s Insight, at the Quanzhou Culinary Promotion Event.

　　This innovative multimedia programme integrates video content, live broadcasts, and in-depth articles. Moving forward, Quanzhou Cuisine: Master’s Insight will explore the culinary heritage shaped by Quanzhou’s Song-Yuan maritime trade history. Through diverse perspectives—including history, culture, craftsmanship, emotions, contemporary trends, and culinary tourism—it aims to unravel the enduring vitality behind Quanzhou’s thriving food industry.

　　A Platform for Culinary Growth

　　In recent years, Quanzhou’s food industry has entered a new era, marked by high-profile culinary events and pioneering figures who have elevated its reputation worldwide. To further promote Quanzhou’s culinary heritage as a UNESCO World Heritage City and drive the high-quality development of its food and beverage industry, Quanzhou Cuisine: Master’s Insight was launched as a timely initiative.

　　Guided by the Quanzhou City Office for the UNESCO Creative Cities of Gastronomy initiative, the programme is jointly initiated by the Quanzhou Evening News Quanzhou Flavour media platform and the local heritage brand Shangguan Lizhi Four-Fruit Soup, with advisory support from Yanweifeng Cultural & Tourism Studio. On March 20, Wang Jinpei, a member of the Quanzhou Evening News editorial board and director of the All-Media Operations Center, together with Su Baotong, Chairman of Shangguan Food Co., unveiled the official plaque for the programme.

　　Resonating with the Food Industry

　　Shangguan Food Co. is dedicated to preserving and innovating traditional Minnan (Southern Fujian) snacks. With an annual sales volume exceeding five million bowls, its Four-Fruit Soup brand has become a market leader in China for this traditional delicacy.

　　"Moving forward, Shangguan will continue to explore the fusion of Quanzhou’s local ingredients and expand its culinary and tourism offerings. We aim to develop new products specifically for the Quanzhou market, sharing our passion for its rich food culture and vibrant culinary scene," said Su Baotong.

　　As a co-initiator of Quanzhou Cuisine: Master’s Insight, Shangguan not only contributes to the city’s culinary evolution but also bears witness to its transformation. Through a year-long series of multimedia content focused on Quanzhou’s food industry, culture, and craftsmanship, this initiative will offer deep insights into Quanzhou’s culinary legacy—one compelling story at a time.