“Chongqing Braised Delicacies” Public Brand Officially Launched, 40 Enterprises Authorized in First Batch, Aiming to Become the City’s Third Culinary Icon

On January 30, the Chongqing Braised Delicacies Brand Launch and Hit Product Marketing Event was held with the theme “Take Chongqing Braised Delicacies Home for the New Year.” The “Chongqing Braised Delicacies” public brand was officially unveiled on-site, and the list of the first batch of 40 authorized enterprises was announced simultaneously.

Inside the venue, over 50 enterprises brought various braised delicacies, filling the air with fragrance — Liangping Braised Roast Duck, Fengdu Spicy Chicken, Rongchang Braised Goose… Following ‘Chongqing Hotpot’ and ‘Chongqing Noodles,’ Chongqing has officially launched the ‘Chongqing Braised Delicacies’ public brand, marking a further improvement in the city’s culinary brand system and the entry of the food industry into a new stage of branded development.

Chongqing braised delicacies originate from a 2,300-year history of salt and brine recorded in the “Annals of Huayang,” refined through the fusion of commercial port cultures into a unique flavor profile characterized by “numbing, spicy, fresh, and fragrant, mellow and enduring.” For people in Chongqing, “a pot of braised delicacies for reunion” is a New Year custom memory etched in their bones. “Braised Flavor · Floating · New Year Scent · Fragrance” is precisely the contemporary echo of this cultural memory.

Currently, Chongqing places high importance on the development of the food industry. The launch of the “Chongqing Braised Delicacies” public brand is a significant measure to promote the standardized, branded, and clustered development of the industry. He Yong, the Municipal Government’s Industrial Development Advisor and the daily head of the Municipal Food and Agriculture Task Force, explained that the core essence of “Take Chongqing Braised Delicacies Home for the New Year” lies in “Braised Flavor · Floating · New Year Scent · Fragrance.” The aim is to turn “small braised delicacies” into a “big industry” and establish “Chongqing Braised Delicacies” as the city’s third culinary icon after “Chongqing Hotpot” and “Chongqing Noodles.”

Luo Li, Party Leadership Group Member and Deputy Director of the Municipal Commission of Economy and Information Technology, emphasized that facing new demands from consumption upgrades, new patterns in market competition, and new opportunities in industrial development, it is essential to adhere to the development path of “integration of the four chains” and “coordination of the four sides” to accelerate the high-quality development of the braised delicacies industry.

During the promotion session, Luo Qisheng, President of the Chongqing Food Industry Association and Chairman of the Chongqing Braised Delicacies Industry Alliance, introduced the “Chongqing Braised Delicacies” public brand, explaining its core value of “flavor rooted in local soil and water, craftsmanship inherited from past and present.” The alliance will build a matrix system of “public brand + regional brands + enterprise brands.” Li Hongjun, Vice Chairman of the Chongqing Braised Delicacies Industry Alliance and Chairman of the Academic Committee of the Chongqing Food Science and Technology Society, released the group standard “Chongqing Braised Delicacies Brand Management Specification” (T/CQSX004-2026), providing a certifiable and traceable “industry ID card” for each product.

The list of the first 40 authorized enterprises was announced simultaneously, including Liangping Zhang Duck, Yin Duck; Jiangjin Mazhawzhaw, Qiaotou; Rongchang Etang Food, Liu Ji; representative Fengdu Spicy Chicken enterprises; and Wulong Yangjiao Dried Tofu-related enterprises. On-site, 10 individuals were also appointed as “Chongqing Braised Delicacies Brand Ambassadors.”

Furthermore, in the regional specialty industry promotion session, five districts and counties—Liangping, Fengdu, Jiangjin, Rongchang, and Wulong—took turns on stage showcasing their strengths: Liangping detailed the brand logic of “Liangping Braised Roast Duck”; Fengdu conveyed the spicy and fragrant allure of “Seeking Flavor in New Fengdu, Freedom in Spicy Chicken”; Jiangjin presented a panoramic view of the “One River, Jiangjin Splendor” public brand architecture; Rongchang shared the inheritance and innovation of braised goose; and Wulong highlighted its ecological advantages through “Seeking Flavor in Wulong.” A picture of an industrial landscape where “a hundred flowers bloom, harmonious yet distinct” gradually unfolded.

On the same day, the event also hosted a “Private Domain Hit Product Matchmaking Session.” One hundred influencers and 100 Chongqing private domain channel institutions, team leaders, promoters, and community group-buying platforms efficiently connected with over 50 braised delicacies enterprises, reaching multiple cooperation intentions on the spot. The event also announced a call for entries for the “Chongqing Food Packaging Design Competition,” aiming to enhance product image through creative design.

The organizers stated that the “Take Chongqing Braised Delicacies Home for the New Year” Spring Festival blessing campaign, themed around “Braised Flavor · Floating · New Year Scent · Fragrance,” has been fully rolled out through online and offline integration. Notably, the “Chongqing Braised Delicacies New Year Gift Box,” which combines various braised delicacies into a New Year gift package with Chongqing characteristics, is driving Chongqing braised delicacies into the Spring Festival consumption market.

First Batch of “Chongqing Braised Delicacies” Brands

Source: Di 1 Yan TV – Hualong Net
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