Chefs compete in the 2025 Quanzhou Beef and Ginger Duck Culinary Skills Contest, showcasing traditional and creative techniques.

　　Quanzhou Daily, August 14 — From August 15 to 17, the Third Silk Road Culinary Development Conference and the 2025 Quanzhou Maritime Silk Road International Food Carnival will be held in Quanzhou, a historic hub of global trade and UNESCO World Heritage city.

　　As a highlight of the event, the "2025 Quanzhou Beef and Quanzhou Ginger Duck Culinary and Marketing Skills Competitions" will showcase their results on 16 August, bringing local heritage dishes onto an international stage. Over three days, the programme will feature chef demonstrations, food tastings, cultural exchanges, awards ceremonies, and presentations of culinary souvenirs. Together, these activities aim to transform "Quanzhou Beef" and "Quanzhou Ginger Duck" from cherished street-corner favourites into internationally recognised food IPs, driving both heritage preservation and contemporary branding.

　　Strategy 1: Linking Competitions to Build a "Tradition + Digital Flow" Ecosystem

　　On July 30, the Ginger Duck and Beef Marketing Contest concluded with strong participation, awarding three "Platinum" and multiple "Gold" prizes to creative marketing campaigns. Winners will serve as ambassadors of Quanzhou cuisine across online platforms.

　　The event complemented the earlier Culinary Skills Contest (July 25–26), forming a dual structure of "offline craftsmanship + online promotion." Platforms such as Meituan and Douyin amplified the reach: Meituan generated nearly 4 million unique visits and ￥1.32 million in sales, while Douyin's contest hashtags attracted over 5 million views, with food-review and cooking videos helping drive ￥6.24 million in revenue. The approach demonstrates how traditional flavours can thrive when paired with innovative digital marketing.

　　Strategy 2: Community Engagement and Cultural Transmission

　　Ginger Duck has long surpassed its status as a mere dish, becoming a cultural symbol of Quanzhou's everyday life. Local authorities in Quanzhou and Licheng District are leveraging this identity to strengthen the food industry through competitions such as the "Quanzhou–Taiwan Ginger Duck Contest" (2024) and the "Quanzhou Beef and Ginger Duck Culinary Skills Contest" (2025).

　　To consolidate this effort, Licheng has founded the Licheng Catering Industry Association and Ginger Duck Industry Alliance, enrolling over 100 members. By setting industry guidelines, offering training, and encouraging resource-sharing, they aim to build a globally resonant "World Heritage Flavour" brand.

　　Neighbourhood-level initiatives also play a role. At the second "Party-Building + Community Festival" in late July, amateur cooks competed in a Ginger Duck neighbourhood contest, reinforcing culinary ties while strengthening social bonds. Free training, tasting sessions, and live-streamed promotions have further ensured broad public participation.

　　Strategy 3: Standards as the Foundation of Quality

　　To secure the future of these specialities, Quanzhou is developing formal culinary standards. With support from Huaqiao University and renowned master chefs, detailed studies have mapped the ginger duck industry's supply chains, preparation methods, and market potential.

　　Licheng District is set to issue local standards such as the Quanzhou Snack—Ginger Duck Preparation Guide and the Ginger Duck Restaurant Service Code. These will ensure consistency of quality, safeguard authenticity, and create a reliable framework for branding—while still leaving room for innovation.

　　Strategy 4: Multi-Channel Promotion to Reach International Audiences

　　According to event organisers, the contests aim to refine culinary technique, safeguard heritage, and expand global reach. During the August 16 awards ceremony at the Silk Road Culinary Conference, representatives from food associations and enterprises across Belt and Road countries will join in recognising the winners.

　　Quanzhou Beef and Ginger Duck will be positioned as ambassadors of the city's food culture, embodying its maritime heritage and culinary creativity. Future efforts will target major Chinese urban centres such as Beijing, Shanghai, and the Yangtze River Delta, where tastes align with Quanzhou's flavours. Strategic partnerships between leading Quanzhou brands and local restaurant groups will be cultivated to strengthen the industry as a whole.

　　From competitive showcases to international promotion, from heritage preservation to digital transformation, Quanzhou Beef and Ginger Duck are following a clear trajectory: "competition–quality–global brand." Together, they represent not just local cuisine but also a living cultural emblem of the ancient port city—a flavourful calling card from a UNESCO World Heritage hub to the world.