12月10日，“粤菜文明，中国智慧”——粤菜文化工程及产业发展战略发布会暨《粤菜大师》第二季发布会在花果山4K超高清视频产业特色小镇隆重召开。大会由郎琴传媒科技与深圳卫视、广州市广播电视台、温氏食品等联合发起，广东省文化和旅游厅作为《粤菜大师》指导单位出席会议，共同见证《粤菜大师》第二季启动仪式，共商《粤菜大师》出圈，粤菜文化出海。
On 10th December, “Cantonese Cuisine Culture, Chinese Wisdom” -Cantonese Cuisine Cultural Project and Industry Development Strategy Conference and the launch “Cantonese Cuisine Master” Season II took place in the characteristic town of Huaguoshan 4K Ultra HD Video Industry. The conference was jointly initiated by Longkom Media Group, Shenzhen Media Group, Guangzhou Radio and Television and Wen’s Foodstuff Group. The Guangdong Provincial Department of Culture and Tourism attended the meeting as the instructor of “Cantonese Cuisine Master” and witnessed the launching ceremony of the second season of “Cantonese Cuisine Master”.
《粤菜大师》出圈，补位中国餐饮文化符号 | “Cantonese Cuisine Master” debut to create Chinese cuisine culture symbols
粤菜产业蓬勃发展，而承载粤菜文明的粤菜文化符号却缺位已久。作为粤菜发源地的广东省，粤菜系门店的保有量虽达到4.5万多家，但在广东餐饮门店总体量中占比较小，仅占12.4%。且粤菜在全国范围内市场渗透率低，全国粤菜门店总量近50%都分布在广东地区，粤菜品牌全国影响力亟待提高。在海外市场，粤菜产业得到了长足发展，孕育出一批走出国门的具有代表性的高端餐饮品牌，积累了一定的社会影响力及声量。但是对外输出的高度更多停留在打造中式快餐，大部分餐饮经营企业主要集中力量在烹调研发、店堂装修等浅表层次，尚未能成为承载中国餐饮内涵、输出中式生活方式的文化符号，粤菜文化输出力度仍有待加强。
The Cantonese cuisine industry growth is booming in recent years, but the cultural symbols of Cantonese cuisine that carry the Cantonese cuisine culture have been absent for a long time. Guangdong Province, the birthplace of Cantonese cuisine, although the number of Cantonese cuisine restaurants has reached more than 45,000, it accounts for only 12.4% of the total number of Guangdong catering locations. In addition, the market penetration rate of Cantonese cuisine across the country is low. Nearly 50% of the total number of Cantonese restaurants nationwide are located in Guangdong. The national influence of Cantonese cuisine brands urgently needs to be improved. In overseas markets, the Cantonese cuisine industry has made considerable progress. A big number of representative high-end catering brands have gone abroad, and have accumulated a certain amount of social influence and voice. However, the impression of such brands is more focused on Chinese-style fast food. Most catering companies pay much attention on cooking research and development, restaurant decorations. They have not yet become cultural symbols that carry the connotation of Chinese catering and export Chinese lifestyle.
旨在打造粤菜文化品牌，扩大粤菜海外影响力，2020上半年，粤菜美食文化纪录大片《粤菜大师》克服了疫情影响完成拍摄录制。开播后，节目凭借其中展现的广东人“敢为天下先”的精神风骨和 “敢为天下鲜”的粤菜文化强势出圈。节目收视在省级卫视同时段中排名第五位，吸引了政府、企业、媒体等多方高度关注，“粤菜大师”IP影响力初显，粤菜文化符号初见雏形。
In the aim to build a brand of Cantonese cuisine culture and expand influence overseas, in the first half of 2020, the Cantonese cuisine cultural documentary “Cantonese Cuisine Master” has overcome the impact of the epidemic and completed the shooting and recording. After its debut, the program quickly accumulated huge number of audience that are attracted by the Cantonese culture spirit of “dare to be the first in the world” and “dare to be the freshest in the world” demonstrated in the program. The program ratings ranked fifth among others provincial programs at the same time, attracting high attention from the government, enterprises and media. Since then, the IP influence of “Cantonese Cuisine Master” is beginning to show, and the cultural symbols of Cantonese cuisine are beginning to take shape.
深耕第二季节目内容，进一步推动粤菜文化破圈出海 | Breaking ice with rich content in sequel program
粤菜文化纪录片《粤菜大师》作为IP核心项目将持续深入推进。《粤菜大师》第二季现已启动，并在第一季基础上进行了全面升级，深耕粤菜文化沃土，打造垂类精品，以优质内容打造IP品牌，进一步推动粤菜文化破圈出海。
The Cantonese cuisine cultural documentary “Cantonese Cuisine Master” will continue to be promoted as a core IP project. The second season of “Cantonese Cuisine Master” is now launched and fully upgraded.
首季《粤菜大师》聚焦粤菜特征“先天下之鲜”。节目通过还原粤菜独特的美食技艺，描绘粤菜大师的人物群像，畅聊食物中蕴藏的历史故事和人文典故，展现广东人的“敢为天下先”的风骨，以及美食方面“敢为天下鲜”的文化，初步推动粤菜出圈。
The first season of “Cantonese Cuisine Master” focuses on the characteristics of Cantonese cuisine, “dare to be the freshest in the world”. By showcasing the unique culinary skills of Cantonese cuisine, the program portrays the portraits of Cantonese cuisine masters, talks about the historical stories and cultural allusions carried in the food, initially promotes Cantonese cuisine spirit of “dare to be the freshest in the world”.
第二季主题内核将进阶升级，以“粤菜文明，中国智慧”为主题，呈现粤菜文化演进及技艺传承。粤菜源起于广东，粤菜饮食文化凭其独特魅力声誉远播，不仅“南烹”，“南味”之名频频见诸于中国典籍和各类诗词笔记，粤菜风味更是饮誉东南亚及欧美各地。“药食同源”、“靠山吃山”、“不时不食”等粤菜特有的饮食文明，也反映着中国的传统智慧和先进文化。第二季将从粤菜文明中提炼十大关键词，并依此作为切入点，以粤菜美食角度穿透广东人文厚度，以粤菜为窗口展现中华传统智慧，进一步扩大粤菜文化的社会影响力。
The theme of the second season will be upgraded to “Cantonese Cuisine Culture, Chinese Wisdom”, presenting the evolution of Cantonese cuisine culture and the inheritance of skills. Cantonese cuisine is originated in Guangdong, with its unique charm and reputation, it has spread far and wide. Not only are the names “Southern Cooking” and “Southern Taste” frequently seen in Chinese classics and various poetry, the flavour of Cantonese cuisine is also well-known in Southeast Asia, Europe and the Americas. The unique dietary culture of Cantonese cuisine, such as “medicine and food from the same source”, “reflects environment everyday”, and “eat only seasonal food” also reflects the traditional wisdom and advanced dietary culture. The second season will extract ten key words from the Cantonese cuisine culture, and use them as an entry point to show the depth of Cantonese humanities from the perspective of Cantonese cuisine, use Cantonese cuisine as a window to show traditional Chinese wisdom, and further expand the social influence of Cantonese cuisine culture.
同时，节目还将以粤菜为原点，加入广东音乐、非遗风俗、方言乡音等极具特色的“粤味”元素，立体呈现岭南这一方水土的历史脉络与现状。持守匠心的粤菜大师，紧连传统的美食意向，烟火依旧的山河人海，向世界展现广东更为丰富的文化侧面。
At the same time, the program will also add distinctive “Cantonese” elements such as Cantonese music, intangible cultural heritage, dialects and local accents, to present Lingnan in three dimensions, showing the richer cultural aspects of Guangdong to the world.
除节目内核，《粤菜大师》第二季还将更大的升级则来自节目在制播手段上融合化的探索，集结多方平台资源，让节目在多渠道之间实现价值链接，集结多方合力推动《粤菜大师》出海。
In addition, the second season will also have a greater upgrade from the exploration of the integration of programs in production and broadcasting methods, gathering multiple platform resources, allowing programs to achieve value links between multiple channels and gathering joint efforts.
