“粤味21”品牌IP发布 打造覆盖全省21个地市的城市餐饮品牌矩阵

Core Insights - Guangdong officially launched the "Yuewei 21" brand IP to create a city dining brand matrix covering 21 cities in the province, aiming to enhance the "Food in Guangdong" reputation and showcase Lingnan culinary culture [1] Group 1: Brand and Cultural Promotion - The "Yuewei 21" brand IP serves as a cultural emblem representing the characteristics of 21 cities, featuring 21 banquet styles and 255 dishes, including notable dishes from Chaozhou and Shunde [1] - The initiative emphasizes local flavors, with unique banquets like Zhuhai's "Seafood Banquet" and Jiangmen's "Chenpi Banquet," blending local ingredients with traditional techniques [1] - The brand also aims to preserve Guangdong's cultural heritage through dishes like Huizhou's "Dongpo Family Banquet" and Meizhou's "Hakka Wedding Banquet," allowing diners to experience historical narratives alongside their meals [1] Group 2: Economic Impact and Consumer Engagement - The "Yuexiang Warm Winter, Enjoy Guangdong" consumption season has seen significant participation, with nearly 2,000 merchants involved and total consumption reaching 134 million yuan, achieving a consumption pull ratio of 5.77 [2] - Various cities are promoting their local dining brands, with Guangzhou introducing 13 classic Cantonese dishes and special food streets, while Huizhou integrates local products into its offerings [2] - The provincial government is enhancing the "Food in Guangdong" brand, with initiatives like the "Guangdong Food Map" on Tencent Maps and ongoing distribution of dining coupons until March next year [3]