Kaizhou Golden Chef: Elevating Regional Cuisine with a National Vision

Chongqing - The 2024 Chongqing Industrial Ecosystem High-Quality Development Conference for Food and Agri-Product Processing and the Ninth China (Chongqing) International Hot Pot Industry Expo is taking place at the Chongqing International Expo Center from October 24 to 27. On October 25, one of the conference highlights was the brand launch of “Kaizhou Golden Chef.”

“Kaizhou Golden Chef” is a regional public catering brand developed by the Kaizhou District government, supported by over 250,000 culinary professionals from Kaizhou. This year, the China Cuisine Association recognized Kaizhou as China’s tenth “Hometown of Chefs” and the first in Chongqing, creating an unprecedented opportunity for the Kaizhou Golden Chef brand to expand.

The award ceremony designated Kaizhou District in Chongqing as the “Hometown of Chefs in China” during the event. (Photo/Du Wenxian)

According to Yang Hong, Deputy Secretary of the CPC Kaizhou District Committee, building the Kaizhou Golden Chef brand aims to enhance Kaizhou’s status as the “Hometown of Chefs” while satisfying culinary expectations nationwide. Kaizhou Golden Chef seeks to become a household name associated with quality and dedication to craft, meeting the culinary needs of consumers across China. This vision represents not only a mission but also a commitment to excellence.

In addition, Kaizhou Golden Chef drives integrated development across industries, creating a collaborative model that combines agriculture, food production, and catering services. Kaizhou is taking meaningful steps toward agricultural modernization and rural revitalization by promoting an interconnected food industry chain.

Kaizhou’s culinary legacy

Since the 1980s, approximately 250,000 people from Kaizhou have ventured across the nation, establishing over 24,000 restaurants in more than 120 cities. This expansion has boosted local economies and improved the quality of life for communities across China. Over the past four decades, Kaizhou natives have played a vital role in modernizing the catering industry, forming the cultural and professional foundation for the Kaizhou Golden Chef brand.

Today, Kaizhou is home to over 250,000 culinary professionals, including 100,000 chefs who bring Kaizhou’s flavors to cities nationwide. The catering industry has become an essential source of income and wealth for Kaizhou residents. 

Regional quality brand

Kaizhou has launched the “Kaizhou Golden Chef Brings Quality” initiative to promote the brand. This program elevates Kaizhou-owned restaurants as platforms showcasing premium products through both in-person and online channels. The Kaizhou Golden Chef brand also integrates with local agricultural products, foods, cultural and creative products, crafts, and tourism offerings. This strategy develops a vibrant dining, exhibits, and sales network, fostering a seamless flow of Kaizhou’s specialty goods from fields and mountains to consumers nationwide.

Kaizhou Golden Chef is setting a new standard, enhancing rural-urban linkages, and delivering Kaizhou’s unique produce and culinary products to a growing market both in China and beyond.

 (Huan Ran, as an intern, also contributed to this report.)