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.
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
Due to the sudden epidemic, China’s catering industry is facing serious challenges and has since suffered a severe impact.
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.
“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.
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.
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. ”
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.
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
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.
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.
During the event, all brand participants signed cooperation agreements. Zhao Liping, general manager of Guangzhou Restaurant, delivered an inscription plaque to “Cantonese Cuisine Master”.