"Master Talks" offer deeper insights into culinary culture.

　　In anticipation of the May Day holiday, Quanzhou's Office for the Application of the City of Gastronomy has issued a call to action, encouraging counties and districts to intensify efforts in promoting the city's culinary experiences. The initiative includes developing signature banquet promotions, integrating gastronomy with cultural tourism, enriching the consumer experience, improving service quality, strengthening online marketing, and supporting long-term sustainable growth — all aimed at elevating Quanzhou's identity as a culinary destination. Against this vibrant backdrop, Quanzhou warmly invites visitors from near and far to come and taste the flavours of our city! From century-old eateries in hidden alleys to innovative cultural markets, from decoding the cultural significance of traditional banquets to immersive culinary learning, Quanzhou promises an authentic, flavourful journey rooted in its rich World Heritage legacy.

　　A Feast of Experiences

　　Spring in Quanzhou brings a burst of culinary celebrations. Throughout the May Day holiday, the city will host dozens of food-themed events, weaving together sightseeing, dining, shopping, and entertainment.

　　At Fu Wen Temple Plaza, the "Quanzhou Good Goods Cultural Market" opens the festivities. Collaborating with the Taobao platform and artisans from across China, this market breathes new life into local opera and intangible cultural heritage — from marionette-themed décor to accessories inspired by the traditional Xianghua headwear. At the Zhenwu Temple Central Plaza, the "Welcome to Quanzhou" cultural tourism market offers visitors even more: in the "Spring in Bloom" zone, guests can wear shellflower hairpieces, experience tea ceremonies accompanied by guqin music, and engage with calligraphy and interactive stamp collections.

　　Zhuangyuan Street offers a double delight during the holiday. From May 1 to 3, the "Time-Honoured Food Carnival" gathers 40 local brands serving herbal tea, preserved fruits, and the region's renowned Anhai jelly, enriched by local storytellers recreating the charm of ancient streets. Meanwhile, the "Old Flavour Food Market" invites visitors to rekindle old memories with outdoor movies, pop-up coffee stops, and traditional Minnan puppetry and martial arts performances — seamlessly blending tradition and modernity in a quintessentially "Quanzhou-style" leisure experience.

　　On Zhongshan Road, the "Trendy Quanzhou Shopping Festival" fuses food with contemporary fashion. Herbal teas from Bingzhengtang are reimagined in modern packaging, while spring rolls inspire innovative tableware designs, showcased under the lights of a stylish fashion show. At Deji Gate Square, the Southern Temple Fair features bookstalls and food vendors serving sweet soups and fried pastries against the evocative backdrop of Quanzhou's ancient city gates.

　　Beyond the historic city centre, other counties and districts join the celebration: from the "Welcome to Quanzhou" market in Fengze, to the Maritime Silk Road Summer Food Festival in Luojiang, the Shenhu Food Festival in Jinjiang, the "Chenggong Night Market" and "Chenggong Banquet" in Nan'an, and the "Tea Country Shopping Festival" in Anxi, which features consumption vouchers to encourage shopping. Yongchun's Old Street offers May Day shopping deals, Dehua's renowned restaurants present themed banquets and food carnivals, and the Taiwan Business District hosts a vibrant food and entertainment fair. These diverse offerings ensure that every visitor finds something delicious to savour.

　　Cultural Revitalisation through Cuisine

　　Quanzhou's culinary scene transcends flavour — it reflects the city's economic vitality, cultural heritage, and efforts to revitalise its World Heritage identity. Under the leadership of the Office for the Application of the City of Gastronomy, the "Gastronomy+" strategy is quietly transforming the city's culinary landscape.

　　On April 24, a special training session for the "Urban Banquet of Ten Continents" — Quanzhou's signature themed banquet — was held at the Rongyu International Hotel in Shishi to expand its reach. Over 100 participants, including staff from the Gastronomy Office, experts, hotel managers, executive chefs, and representatives from the Quanzhou Culinary Promotion Association and local media, gathered to delve into the banquet's cultural significance, aesthetic principles, and culinary techniques. A live demonstration showcased the banquet's elegant presentation and meticulous preparation. Officials from the Quanzhou Municipal Bureau of Commerce emphasised that this banquet should not only thrive in Quanzhou but also reach national and even global audiences.

　　A day earlier, Quanzhou Evening News hosted a special livestream, "Feast Awakens the Ancient City," via its "Quanzhou Taste" platform. Renowned chefs and experts — including Hu Manrong, executive chef of the World Chinese Cuisine Association; Du Wuhan, a CCTV "Three-Star Chef"; and expert consultant Yang Weifeng — explored the cultural layers behind Quanzhou's culinary heritage. The livestream highlighted city-level banquets celebrating diversity, district-level banquets rooted in local traditions, and town-level banquets preserving family legacies. Live cooking demonstrations, tastings, and stories of Song-Yuan maritime trade reminded audiences that every Quanzhou dish carries World Heritage significance — inviting both residents and tourists to experience the city's culinary treasures this holiday season.

　　Nurturing Culinary Culture for Future Generations

　　After the May Day holiday, Quanzhou will launch its "Gastronomy Study Camp," an educational programme introducing children and families to the city's rich culinary traditions. Activities span across counties and districts: from making Anhai's famous jelly in ancient towns to discovering traditional vinegar brewing in Yongchun and crafting tea-infused dishes in Anxi's tea gardens. These experiences go beyond taste — they nurture a deep appreciation of local foodways. As a municipal commerce official noted: "Food is the key to understanding Quanzhou. We hope to transform casual visitors into informed guests, making culinary culture a bridge between the city's past and future."

　　By leveraging its culinary heritage, Quanzhou is building an integrated supply chain that fuels growth in agriculture, industry, and services — from farm to kitchen to cultural markets and themed banquets. Every ingredient — from dried squid echoing maritime legends to radish rice symbolising thrift — contributes to the city's unique narrative. When tourists savour zongzi near Kaiyuan Temple, learn to make spring rolls, or hear tales of maritime trade during livestreams, they are not just satisfying their palates — they are connecting with the soul of this World Heritage City.

　　— Reporting by Wang Yujing; Correspondents Ye Guanqing, Li Jia, and Yang Hua (text/photos)