- 3月31日，美食综艺《粤菜大师》在广州地标广州塔上方点亮“发展粤菜，文化先行”的口号，这是在疫情冲击后首次有卫视节目面向后疫情市场，代表广大餐饮及相关行业发出集体呼声，以文化引擎驱动产业发展，引发社会广泛关注。
On 31st March, the gourmet variety program “Cantonese Cuisine Master” lit up its “Develop Cantonese Cuisine, Culture First” slogan on Guangzhou’s landmark, Canton Tower. The TV program which aims at the post-epidemic market has risen a collective voice and created a culture booster calling on the industry efforts for economic revival.
4月1日，由广东省文旅厅指导，“发展粤菜，文化先行”《粤菜大师》IP项目投资签约发布会在五洲城商务中心隆重召开，宣布粤菜大师IP文创生态投资战略启动，温氏食品、远航酒业集团、广州酒家、陶陶居、广州快销投资等著名企业共建《粤菜大师》IP生态产业共同体，召集更多行业上下游品牌、文旅机构和社会各界中坚力量，通过共建粤菜文化超级符号同谋发展。
On 1st April, under the guidance of the Guangdong Provincial Department of Culture and Tourism, the “Cantonese Cuisine Master” IP project investment signing ceremony was held with the presences and supports from leading industry brands, Wens Foodstuff Group, Yuanhang Wine Group, Guangzhou Restaurant, Tao Tao Ju and investor representatives. The ecological industry community of “Cantonese Cuisine Master” will convene the assembly of industry upstream and downstream brands, culture and tourism institutions, society efforts from all walks of life to the co-construction of a Cantonese cuisine super symbol.
IP生态“文化救市” | Ecological culture IP in economic revival
由于突发疫情，中国经济遭遇严重挑战，餐饮产业也遭受严重冲击，这一冲击不仅直接影响餐饮门店，更是沉重打击了餐饮行业全链条。
Due to the sudden epidemic, China’s catering industry is facing serious challenges and has since suffered a severe impact.
为此，由广东省文旅厅指导，知名文化运营机构郎琴传媒科技联合华录百纳，以及深圳卫视共同投资，打造后疫情时代首档粤菜文化纪实大片《粤菜大师》，定于6月27日起，于深圳卫视每周六晚21:25的黄金时段播出，并发起《粤菜大师》IP工程，实施“文化救市”。
The “Cantonese Cuisine Master” IP project was then created as a “culture rescue” plan, under the guidance of the Guangdong Provincial Department of Culture and Tourism, jointly invested by the well-known cultural operating agency Longkom, HLBN and Shenzhen TV. A documentary blockbuster under the IP project is scheduled for June from 27th and will broadcast at the prime time of 21:25 every Saturday night on Shenzhen TV.
“疫情当前，提振餐饮，更需要文化领航，带领餐饮上下游产业共同抗疫，恢复信心。同时也是为了提高粤菜可持续发展能力和抗风险能力。”郎琴传媒科技董事长路畅之表示。
“To re-boost the industry development requires a cultural leadership now more than ever, leading the catering upstream and downstream industrial participants to fight the epidemic together and restoring confidence. At the same time, it is also time to improve the sustainable development ability and anti-risk ability of the Cantonese cuisine sector”, said Lu Changzhi, CEO of Longkom.
《粤菜大师》将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“先天下之鲜”的文化。该项目在提振消费、恢复信心、引导粤菜健康发展的同时，也将大力支持省委省政府的“粤菜师傅”工程，配套政府工程硬实力，形成粤菜文化软实力。
The documentary will screen the unique culinary skills of Cantonese cuisine masters, reveal the true portraits of Cantonese cuisine masters, talk about history and cultural allusions behind the food, feature the Cantonese spirit of “dare to be the first in the world”. The IP project will also vigorously support the “Cantonese Cuisine Master” project by the Provincial Party Committee and government.
自古饮食不分家。远航酒业集团董事长关正生表示：“远航酒业集团旗下九江双蒸米酒，是粤酒的代表，此次希望与《粤菜大师》的联手，共同打造粤文化的超级名片，为推动粤酒文化传播、带动粤菜餐饮发展做出贡献。”
Food and beverage are inseparable. Guan Zhengsheng, Chairman of Yuanhang Wine Group, commented: “Kiukiang Double Steamed Rice Wine under Yuanhang Wine Group is a representative of Cantonese rice wine. We hope to join hands with the “Cantonese Cuisine Master” project to create a super business card of Cantonese culture, promote Cantonese wine culture and contribute to catering development of Cantonese cuisine. ”
结合当前疫情的客观因素，《粤菜大师》将大力推动“1110”战略，即1个以《粤菜大师》为核心的IP生态产业共同体、1个《粤菜大师》节目、以及以《粤菜大师》作为龙头推动粤菜疫后健康发展的10条建议。
The project will also promote the “1110” strategy: an ecological industrial community with “Cantonese Cuisine Master” as its core, a “Cantonese Cuisine Master” documentary program, and ten moves to push “Cantonese Cuisine Master” in leading the healthy development of Cantonese cuisine after the epidemic.
其中推动粤菜疫后健康发展的十条举措除了“推动粤菜大师品牌IP化发展”和“倡导健康餐饮”等行业发展指南外，还提出了一系列具体落地的切实举措，包括：提供深圳卫视黄金时段，打造特色粤菜宣传平台。此外，《粤菜大师》丰富的内容储备还将以短视频、直播等形式，在互联网上广泛分发。郎琴传媒科技将联合深圳卫视，以《粤菜大师》为核心的新媒体内容矩阵，打造美食文化ＭＣＮ机构，以网红孵化的形式为大师赋能，在短视频及直播上亮相吸粉，通过流量扶持和矩阵互推，打造具有影响力的个人品牌。由于受疫情影响，餐饮业尚不能全面复工，《粤菜大师》新媒体内容矩阵对粤菜大师们来说是将粤菜技艺变为带货实力的新平台，对粤菜而言是以文创产业带动粤菜消费的新机会。
Among the ten moves, there are industry development guidelines such as “to promote the IP development of ‘Cantonese Cuisine Master'” and “to advocate healthy catering”, it also proposed a series of practical measures for specific implementation, including: “prime time on Shenzhen TV to build a special Cantonese cuisine promotion platform”. In addition, the rich content reserve of “Cantonese Cuisine Master” will also be widely distributed on the Internet in the form of short videos and live broadcasts. Longkom will cooperate with Shenzhen TV to create a new food content matrix with “Cantonese Cuisine Master” as the core; to create a gourmet culture MCN organization; to empower the masters through internet celebrity incubation, appearing on short videos and live broadcasts to attract fans. The matrix of new media platforms will provide new opportunities and attract consumption in the time of post-epidemic.
名企加盟产业共同体 | Leading brands join hands
《粤菜大师》IP项目发布会上，《粤菜大师》指导单位广东省文旅厅，温氏食品、远航酒业集团、广州酒家、陶陶居、广州快销投资等著名品牌一一亮相。
During the ceremony, leading industry bands, including Wens Foodstuff Group, Yuanhang Wine Group, Guangzhou Restaurant, Tao Tao Ju and investor representatives showed supports with their presence.
深圳卫视作为《粤菜大师》出品方之一，指出《粤菜大师》以“解读广东文化粤菜历史，探究粤菜先天下之鲜精神”为使命，打造粤菜大师超级符号；独家冠名品牌温氏食品表示借势粤菜IP文化品牌，守味中华饮食文化；远航酒业集团扛旗粤酒旗帜，表示将饮食联袂，打造粤文化的超级名片。广州酒家则表示《粤菜大师》实现了文化赋能，粤菜扛旗中国饮食文化；陶陶居则表示，将以跨界IP共创为桥梁，助推粤菜文化繁荣。广州快销投资作为投资机构，看好《粤菜大师》的持续发展价值，表示以文化为引擎，投资餐饮联合赛道。
Shenzhen TV, as one of the producers of the “Cantonese Cuisine Master” documentary program, pointed out that “Cantonese Cuisine Master” has the mission of “interpreting the history of Cantonese cuisine and exploring the pioneer spirit”; exclusive title sponsor Wens Foodstuff Group talked about taking the IP advantage in preserving Chinese food culture; Yuanhang Wine Group expressed that food and beverage to join hands, and create a super business card of Cantonese culture. Guangzhou restaurant said that “Cantonese Cuisine Master” has achieved cultural empowerment and will take the lead in Chinese food culture; Tao Tao Ju said that it will use cross-border IP co-creation as a bridge to promote Cantonese cuisine and culture. The investor representatives showed optimism towards the sustainable development value of “Cantonese Cuisine Master” and the model of catering circuit with culture as the engine.
随后，与会企业参与了签约仪式，达成首批合作。广州酒家总经理赵利平为《粤菜大师》授予题字牌匾。
During the event, all brand participants signed cooperation agreements. Zhao Liping, general manager of Guangzhou Restaurant, delivered an inscription plaque to “Cantonese Cuisine Master”.
