On the First 'China Brand Day', Arowana Helps Chinese Cuisine Top at UN Headquarters in New York

From May 25 to June 2, the event “Chinese Cuisine Entering the United Nations, Renowned in America”, co-hosted by the China Cuisine Association and China’s leading grain and oil brand Jinlongyu, with strong support from relevant UN agencies at the UN Headquarters in New York and the government of Washington, D.C., will be grandly held in Washington, D.C., and at the UN Headquarters in New York. This event marks the first major people-to-people diplomacy initiative following President Xi Jinping’s meeting with U.S. President Donald Trump in the United States!

On May 10, the launch ceremony for the event, co-hosted by the China Cuisine Association and Jinlongyu, was held at the No. 1 Studio of the People’s Daily New Media Building in Beijing. Attendees at the ceremony included Jiang Junxian, President of the China Cuisine Association; Xie Rongbin, Deputy Editor-in-Chief of Global Times; Wang Wei, Director of Public Affairs at Yihai Kerry Group; Bian Jiang, Vice President of the China Cuisine Association; Zhou Qiang, Director of the Big Brand Management Department at Yihai Kerry Food Marketing Co., Ltd.; Zhu Yan, Editor-in-Chief of Huanqiu.com; Fan Zhou, Dean of the Cultural Development Research Institute at Communication University of China; Zhang Yiwu, Professor at Peking University’s Chinese Department and renowned cultural scholar; Dai Aiqun, professional foodie; and Ma Aimi, Beijing Regional Director of Sopexa (formerly the French Food Association). At the event, Jiang Junxian officially announced the global launch of the large-scale initiative “Jinlongyu Helps Chinese Cuisine Enter the UN Headquarters in New York, Renowned in America.” Additionally, the “Survey Report on Overseas Awareness of Chinese Cuisine,” jointly initiated by the China Cuisine Association, Jinlongyu, and the Global Times Public Opinion Survey Center, was also officially released.

The event coincided with China’s first “China Brand Day,” adding a special significance to the collaboration between Jinlongyu and the China Cuisine Association.

▲Wang Wei, Director of Public Affairs at Yihai Kerry Group, presented a琉璃golden koi fish symbolizing “wealth and good fortune” to the delegation of renowned chefs, wishing Chinese cuisine a success at the United Nations like “a fish leaping over the dragon gate and winning from the start”!

With Jinlongyu’s Support, Chinese Cuisine Becomes the Highlight of “China Brand Day”

May 10 marks China’s first “China Brand Day.” On this day, Jinlongyu and the China Cuisine Association jointly announced the launch of a major event plan titled “Jinlongyu Supports Chinese Cuisine Entering the United Nations Headquarters in New York and Winning Acclaim in America,” adding a touch of brilliance to this special occasion. Chinese cuisine has a long and rich history spanning thousands of years, giving rise to a profound culture, diverse banquets, and a dazzling array of culinary styles, earning China the reputation of the “Kingdom of Cuisine.” Chinese food culture is a treasure in the world’s culinary heritage and simultaneously serves as China’s most distinctive and characteristic national card for spreading Chinese culture globally. For a long time, Chinese brands have not achieved global influence commensurate with China’s international status. The further enhancement of China’s economic strength and national soft power requires strong brands as a backing.

Chinese cuisine, renowned worldwide, has in a sense become one of China’s most globally influential brands. The shaping of this unique national brand owes much to the long-term efforts and struggles of food enterprises represented by Jinlongyu. It is through the high-quality food products they provide and their relentless commitment to preserving culinary culture that Chinese cuisine has gained its global reputation and the national brand it represents.

The cultivation of China’s own brands and the stimulation of related consumption is a systematic project. The establishment of “Brand Day” is just one important step. In the future, relevant industry associations and enterprises need to further emphasize product quality, brand building, and brand communication. The major event “Chinese Cuisine Enters the United Nations and Wins Acclaim in America” is a good start for Chinese brands to go global, especially in shaping the national brand of Chinese cuisine in the United States, and holds great significance.

▲At the出征 ceremony scene, the guests engaged in conversations centered around the theme of food.

Food as an Ambassador for China’s Image: A New Opportunity to Enhance Soft Power

The philosophical thoughts, moral values, artistic tastes, aesthetic styles, and national character embedded in Chinese cuisine continuously tell uniquely charming Chinese stories and spread distinctively Chinese flavors. Chinese cuisine should become an important part of the Chinese national brand.

Jiang Junxian, President of the China Cuisine Association, stated in his speech that the association has always been dedicated to spreading Chinese culinary culture worldwide. Chinese food culture is a vital component of Chinese culture. As China’s national influence grows globally year by year, the promotion of Chinese cuisine abroad should be further strengthened. We hope to collaborate further with outstanding Chinese food enterprises like Arowana to jointly build a bridge between Chinese culture and the world.

▲Jiang Junxian, President of the China Cuisine Association, delivered a speech.

According to Bian Jiang, Vice President of the China Cuisine Association, the “Chinese Cuisine Goes to the United Nations, Winning Hearts in America” event, with strong support from Golden Dragon Fish, will feature two Chinese cuisine-themed banquets on May 25 and 26 (local time in the U.S.) at the Chinese Embassy in the U.S. and the Washington D.C. city government, respectively. From May 30 to June 2, Chinese cuisine will make a grand appearance at the United Nations Headquarters in New York, featuring a series of exciting events, including the “Chinese Intangible Cultural Heritage Cuisine United Nations Luncheon,” the “Chinese Intangible Cultural Heritage Cuisine United Nations Welcome Dinner,” the “Chinese Intangible Cultural Heritage Culinary Skills Performance,” and the “Golden Dragon Fish·Fine Chinese Cuisine Banquet.”

▲Bian Jiang, Vice President of the China Cuisine Association, released the “Report on the Overseas Awareness of Chinese Cuisine.”

At the meeting, the China Cuisine Association presented flags to the delegation of renowned Chinese chefs heading to the United States. A representative from Jinlongyu gave a golden dragon fish琉璃 ornament, symbolizing good luck and prosperity, wishing the Chinese cuisine’s entry into the United Nations a “leap over the dragon’s gate and a victorious start”! At that moment, chefs representing various Chinese culinary traditions took on the mission of spreading Chinese food culture abroad. Gao Bingyi, a master chef, spoke on behalf of the team, emphasizing that representing Chinese cuisine in the United States is a significant and challenging responsibility. The delegation of renowned Chinese chefs aims not only to bring the flavors of China to the world’s taste buds but also to showcase China’s unique culinary culture and skills, making a stunning debut for China’s image on the world stage.

▲ The Chinese chef delegation about to head to the United Nations headquarters in New York solemnly took an oath under the leadership of their leader, Master Gao Bingyi!

Professor Fan Zhou, Dean of the Cultural Development Research Institute at the Communication University of China, emphasized in his speech that as China continues to enhance its soft power and national influence, it is crucial to create a series of culturally significant symbols with global impact. Once, Chinese kung fu gained strong worldwide influence through the rise of Hong Kong cinema. However, for various reasons, China’s unique food culture has not become mainstream in Europe and the United States. Today, seeing the efforts of the China Cuisine Association and companies like Jinlongyu, I believe there is a great opportunity to further shape Chinese cuisine into a globally influential symbol of China. At the same time, this work will also be the mission of every cultural worker.

▲ Professor Fan Zhou, Dean of the Faculty of Economics and Management and Director of the Academy of Cultural Development at Communication University of China, delivered a speech.

International Experience Helps Chinese Cuisine Shine on the World Stage

As an important medium for cultural exchange among people around the world, cuisine has always carried the responsibility of shaping a country’s overseas image. The successful UNESCO recognition of Japanese washoku and Korean kimchi has significantly boosted the global influence of their respective culinary industries. The world-renowned French cuisine has always been the brightest pearl in the crown of global gastronomy, and representatives from the French food association also attended the launch event. Sopexa, formerly the French Food Association, with its Beijing office director Ma Ami, stated during a dialogue that the French government has consistently provided strong support for the global promotion of French cuisine, food industry, and dining sector. As a professional organization dedicated to promoting French food culture, Sopexa regularly organizes French culinary exchange and experience activities in 64 countries, including China, such as the French Food Festival and French Food and Wine Training, helping to boost the global recognition of French cuisine.

Zhou Qiang, Director of the Big Brand Management Department at Golden Arowana, expressed during the dialogue: “A brand is a key channel for exporting a country’s cultural soft power. Today also marks the first ‘China Brand Day’ established by the State Council, encouraging the promotion of well-known independent brands and telling Chinese brand stories well. As a member of CCTV’s National Brand Plan, Golden Arowana considers it both our duty and mission, as well as our honor and pride, to help ‘Chinese Cuisine’—this unique national brand—step onto the world stage.”

▲Zhou Qiang, Brand Director of Yihai Kerry Food Marketing Co., Ltd., talks about the significance of Chinese cuisine stepping onto the world stage.

Data proves Chinese cuisine represents China’s image

At the meeting, Bian Jiang, Vice President of the China Cuisine Association, together with the association, the Global Public Opinion Survey Center, and Arowana, released China’s first “Report on the Overseas Awareness of Chinese Cuisine.” The report sampled people across the United States and posed 15 targeted questions. The survey shows that with increased efforts to promote Chinese cuisine abroad in recent years, the low-end image of Chinese food globally, especially in developed regions like Europe and the US, is being reversed. The vast majority of respondents see Chinese cuisine as a typical representative of Chinese culture and image, turning food into a window and a bridge for showcasing Chinese culture to foreign friends. Bian Jiang stated that this survey holds significant practical value, highlighting key points and guiding the direction for future overseas promotion of Chinese cuisine.

To complement the survey, a video filmed in advance by Global Times reporters in the United States sparked great interest among attendees. People in Washington, D.C., New York, and Los Angeles gave surprising answers on camera to reporters’ questions about Chinese cuisine. Shen Shikang, Mayor of Alhambra, California; Bai Jie, Executive Director of the Chinese Language Association and Director of China Affairs at the University of Maryland, as well as founder of OMG American English; all said in video interviews with Global Times reporters that with the support of Chinese companies like Arowana, the influence of Chinese food in the US is growing year by year. This benefits Americans’ understanding of Chinese culture and the development of Sino-US relations. They also expressed great anticipation for the upcoming promotional activities of Chinese cuisine in Washington, D.C., and at the United Nations Headquarters in New York.

Wang Wei, Director of Public Affairs at Yihai Kerry Group, said that Arowana’s relentless pursuit of promoting Chinese cuisine overseas reflects the responsibility and commitment of a conscientious food company. Arowana will continue to pursue “safe grains and oils of world-class quality,” supporting Chinese cuisine in its cultural dissemination and efforts to be recognized as a world intangible cultural heritage. This will further drive the development of China’s food industry and help Chinese cuisine go global.

▲ Wang Wei, Director of Public Affairs at Yihai Kerry Group, delivered a speech.

It is reported that the event “Chinese Cuisine Enters the United Nations Headquarters in New York, Winning Acclaim in America” is a continuation of a series of collaborations between Golden Dragon Fish and the China Cuisine Association. In recent years, Golden Dragon Fish has been actively supporting the nomination of Chinese cuisine as a UNESCO intangible cultural heritage. In March 2015, Golden Dragon Fish assisted the China Cuisine Association in visiting UNESCO headquarters, embarking on the journey to nominate Chinese cuisine. In May 2015, Golden Dragon Fish signed agreements with leading masters of the eight major culinary traditions in Yangzhou, uniting their efforts to promote the nomination and the spread of Chinese food culture. From 2015 to 2016, Golden Dragon Fish also partnered with masters from various cuisines to host folk cooking competitions for Sichuan, Anhui, Zhejiang, and Shandong cuisines, inspiring and engaging more amateur chefs to contribute to the preservation and advancement of local food culture and culinary skills.

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