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
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.
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
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.
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”.
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.
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.
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.