Core Viewpoint - The article discusses the launch of the first "Media + Animal Husbandry" action plan in Guangdong, aimed at enhancing the province's livestock industry through strategic media integration and brand development [1][10]. Group 1: Industry Significance - The livestock industry is a strategic foundation for national economic stability and food supply, playing a crucial role in the economy [2]. - Guangdong has become a major province for livestock production and consumption, showcasing significant advantages in smart farming and industrial cluster development [4][6]. Group 2: Action Plan Overview - The action plan, titled "Media + Empowering Guangdong Livestock Industry High-Quality Development Action Plan (2025-2027)," is the first of its kind in the country focusing on the integration of media and livestock development [16][20]. - The plan outlines three major initiatives: brand building and trust engineering, market expansion and sales connection, and technology empowerment and industry upgrading [24][26]. Group 3: Brand Development - The plan emphasizes the creation of the "Yue Mu You Pin" public brand for Guangdong livestock products, leveraging mainstream media platforms [25][28]. - Recent initiatives include promoting local specialties like the Ma Gong Goose through cultural storytelling and media coverage to enhance brand value [33][35]. Group 4: Market Expansion - The action plan aims to break geographical limitations and enhance market visibility for Guangdong livestock products through a "Media +" strategy [70][72]. - It highlights successful case studies, such as the promotion of Maoming lychee, to illustrate the effectiveness of media in expanding market reach [72][74]. Group 5: Technological Integration - The livestock industry is transitioning towards smart and green practices, with media playing a key role in disseminating advanced farming technologies [96][98]. - The plan includes initiatives to promote smart farming technologies and green practices, enhancing the industry's modernization and sustainability [110][115]. Group 6: Cultural Promotion - The action plan aims to integrate cultural elements into the livestock industry, enhancing the appeal of Guangdong's livestock products through cultural storytelling and tourism [49][51]. - It proposes activities like livestock story sessions and the creation of culinary guides to deepen cultural engagement and brand attractiveness [50][52].

Core Viewpoint - The article highlights the innovative approach of Kaiping in promoting its local agricultural products through a "Media+" strategy, integrating media, branding, culture, and technology to enhance the visibility and marketability of its specialties like the "Ma Gong Goose" and lychee [5][8][50]. Group 1: Brand Upgrade - The "Ma Gong Goose" is a leading product in Guangdong, holding 70% of the local roast goose market, with an expected industry value exceeding 5.6 billion yuan in 2024 [11][12]. - Kaiping has initiated a systematic brand reconstruction, creating the "Ma Gong You Pin" regional brand, which combines administrative branding with enterprise and agricultural development [13][14]. - The brand visibility has significantly increased through various promotional activities, including participation in food expos and media coverage, earning multiple awards for its branding efforts [18][19][20]. Group 2: Sales Channels - The sales strategy includes both online and offline channels, with significant interest shown at events like the "San Bo Hui," where over 500 professional buyers visited the Ma Gong Goose booth in just one morning [26]. - The "Ma Gong You Pin" e-commerce platform supports multiple online sales channels, including WeChat, Douyin, and third-party platforms like JD.com, enhancing accessibility for consumers [29][30]. Group 3: Cultural Integration - The "Media+" strategy aims to create immersive experiences, as demonstrated by the food tourism program "Three Meals and Four Seasons," which showcases local culinary traditions and products [34][39]. - Kaiping is integrating its agricultural products with local culture, promoting a shift from merely consuming products to experiencing the cultural significance behind them [39]. Group 4: Digital Empowerment - Kaiping is fostering local influencers through training programs, enhancing the digital marketing capabilities of its agricultural products [44][46]. - The city plans to continue integrating resources and exploring innovative e-commerce marketing models to elevate its local specialties to a global audience [48]. Group 5: Policy Support - The "Media+ Three-Year Action Plan" initiated by the Guangdong provincial government provides a systematic policy framework to support rural revitalization through media integration [51][52]. - The plan encourages the development of new market models, such as "Xiaohongshu Village" and "Douyin Village," to enhance the reach of local products [53][54].

Core Viewpoint - Guangdong province is implementing various initiatives to enhance agricultural productivity, promote rural revitalization, and develop modern industrial systems, with a focus on leveraging media and technology to support these goals [4][18][20]. Group 1: Media Empowerment in Agriculture - The "Media+" initiative aims to enhance the agricultural market system through information dissemination, resource integration, brand building, and public opinion guidance, with five main objectives including promoting consumption and foreign trade [4][20][24]. - The action plan outlines eight key tasks to achieve goals such as increasing agricultural efficiency, rural vitality, and farmers' income by 2027 [22][28]. Group 2: Marine Economy Development - Maoming city is focusing on developing a modern marine economy, emphasizing the integration of port, industry, city, and rural development, and aims to establish a competitive marine industry system [12][41][52]. - The city plans to create four major engines: port manufacturing, fishing port economy, marine renewable energy, and coastal cultural tourism [52][56]. Group 3: Modern Industrial System in Jiangmen - Jiangmen has released a 2025 action plan to build a modern industrial system, which includes eight actions and 27 specific measures aimed at integrating primary, secondary, and tertiary industries [13][60][62]. - The plan targets a total industrial output value of over 900 billion yuan for key agricultural products by leveraging technological innovation and enhancing traditional industries [69]. Group 4: Rural Revitalization and Infrastructure - The "Hundred-Thousand-Ten Thousand Project" is being implemented across various counties to strengthen county-level industries, improve rural infrastructure, and enhance the quality of life in rural areas [31][72][76]. - Initiatives include enhancing agricultural productivity, improving rural living conditions, and promoting sustainable development through targeted investments and community engagement [78][84].

Core Viewpoint - The collaboration between Ma Gong Goose and Lychee, termed "Goose-Lychee CP," aims to create a new super food IP that enhances brand visibility and market reach for both products [2][10][22]. Industry Development - The "Goose-Lychee Double Excellence" promotional event was launched on June 26, 2025, in Guangzhou, gathering nearly 20 leading enterprises from the Ma Gong Goose and Lychee sectors for discussions on industry development, sales connections, and brand communication [5][6][7]. - The event emphasized the integration of these two iconic Guangdong agricultural products to explore new market opportunities and enhance their collaborative potential [10][11]. Market Strategy - The Guangdong Provincial Department of Agriculture and Rural Affairs proposed a three-pronged approach focusing on market, cooperation, and media to guide the future development of the "Goose-Lychee Double Excellence" initiative [10][11]. - Key strategies include leveraging the successful market experience of lychee, identifying key market players, and expanding into major regions such as the Greater Bay Area, Beijing-Tianjin-Hebei, and the Yangtze River Delta [12][13]. Brand Communication - The integration of Ma Gong Goose and Lychee is seen as a way to enhance brand storytelling and cultural value, with plans to create a cultural IP around the products [14][54]. - The development of cultural derivative products and the promotion of the Ma Gong Goose brand through various media channels are expected to increase its market presence [56][57]. Product Development - The collaboration aims to create innovative dishes that cater to modern consumer preferences, focusing on aesthetics, taste, and experiential dining [60][61]. - The initiative also includes plans for industrialized production to enhance the quality and availability of Ma Gong Goose products, aiming for a national brand upgrade [71][73]. Future Outlook - The combined efforts in industry integration, sales connections, and brand communication are set to propel Ma Gong Goose and Lychee into broader markets, contributing to rural revitalization [75][76].

Core Viewpoint - The collaboration between Ma Gong Goose and Guangdong Lychee represents a significant innovation in culinary branding, merging two iconic products to create a new food experience and cultural symbol [4][8][28]. Group 1: Product and Market Overview - The "Goose and Lychee" event will be launched on June 26, 2025, at the Guangzhou 289 Art Park, showcasing the culinary potential of this unique combination [5][6]. - Ma Gong Goose is recognized as the top among Guangdong's four famous geese, with a breeding base of 300 farms and an annual output value exceeding 5.6 billion yuan [15][12]. - Guangdong Lychee, a renowned fruit since the Tang Dynasty, is expected to reach a production volume of approximately 1.6 million tons by 2025, featuring various popular varieties [17][16]. Group 2: Cultural and Culinary Innovation - The combination of Ma Gong Goose and Lychee not only enhances flavor profiles but also reflects a modern interpretation of traditional Chinese culinary culture [24][25]. - The innovative pairing of rich roasted goose with juicy lychee offers a refreshing balance, showcasing the potential for new culinary experiences [23][24]. Group 3: Industry Development and Future Prospects - The collaboration addresses challenges faced by both the goose and lychee industries, enhancing product value and extending the supply chain [30][31]. - The "Goose and Lychee" initiative aims to create a comprehensive development model that integrates agriculture, culinary arts, and tourism, positioning it as a prominent culinary brand for Jiangmen Kaiping and Guangdong [34][35]. - This initiative represents a broader trend of integrating agricultural production with cultural and tourism experiences, fostering brand value and industry growth [36][37].

Core Viewpoint - The launch of the "Goose and Lychee CP" initiative aims to create a new brand identity that integrates agriculture, culture, and tourism, promoting local specialties and enhancing market visibility [1][10][51]. Group 1: Event Overview - The "Goose and Lychee" promotional event took place on June 26, 2025, featuring over 20 leading companies from the Ma Gong Goose and lychee sectors [2][3]. - The event showcased the "Goose and Lychee" superfood IP, emphasizing innovative culinary creations that combine the flavors of Ma Gong Goose and Guangdong lychee [4][10]. Group 2: Product and Market Insights - Ma Gong Goose is recognized as the top among Guangdong's four famous geese, with over 800 breeding farms in Jiangmen Kaiping, producing more than 17 million goose chicks and over 10 million meat geese annually, contributing to a total industry value of 3 billion yuan [12][13][14]. - Guangdong lychee is a well-known fruit with a projected production of approximately 1.6 million tons by 2025, featuring various popular varieties [15][16]. Group 3: Culinary Innovations - New dishes such as "Lychee Flavored Goose" and "Goose with Lychee" were introduced, successfully attracting consumer interest and redefining healthy eating trends [20][22][23]. - The combination of Ma Gong Goose's rich flavor and lychee's sweetness has been highlighted as a unique culinary pairing, enhancing the appeal of both products [26][32]. Group 4: Industry Collaboration and Development - The event facilitated partnerships between Ma Gong Goose and lychee enterprises, addressing branding and product diversity challenges within both industries [45][46]. - The initiative aims to integrate resources across the supply chain, promoting deep processing products and establishing a comprehensive online and offline sales network [47][48]. Group 5: Cultural and Tourism Integration - The "Goose and Lychee" event serves as a model for the integration of agriculture, culture, and tourism, enhancing the visibility of local products through creative experiences [52][54]. - Future developments of the "Goose and Lychee" super IP are expected to contribute significantly to rural revitalization and brand value enhancement [58][59].

Core Viewpoint - The article highlights the successful transformation of Magang Goose into a trendy culinary icon, leveraging its historical significance and innovative marketing strategies to capture consumer interest and expand its market presence [10][12][96]. Group 1: Product and Market Development - Magang Goose, known as the "top goose" in Guangdong, holds a 70% market share in the Cantonese roast goose market, with its breeding techniques recognized as intangible cultural heritage [21][22]. - The introduction of new dishes combining Magang Goose with lychee, such as "Lychee Chenpi Roast Goose" and "Goose with Lychee Flavor," has attracted significant attention and consumer interest [25][26]. - The annual output of meat geese in Kaiping exceeds 10 million, with over 17 million goose chicks produced, making it the leading region in Guangdong [42]. Group 2: Innovation and Collaboration - The establishment of the Magang Goose cooking skills training program aims to innovate traditional cooking methods and enhance culinary offerings [30][31]. - The launch of the first Magang Goose pre-prepared food industrial park in the country is set to integrate modern production lines and cold chain logistics, promoting high-value products [50][53]. - The collaboration between Magang Goose and lychee represents a strategic brand partnership that enhances market visibility and consumer engagement, showcasing the potential for agricultural product branding [94][95]. Group 3: Cultural and Economic Impact - The cultural significance of Magang Goose is deeply rooted in local traditions, serving as a culinary staple during festivals and family gatherings [18][17]. - The recent surge in tourism, with 384,500 visitors during the May Day holiday, reflects the growing popularity of Magang Goose as a culinary attraction [69]. - The successful participation in international trade events, such as signing an 80 million yuan export order, illustrates the global market potential for Magang Goose [85][86].

Core Viewpoint - The Makang Goose, recognized as a top-tier product in the goose industry, has been selected as a designated product for the 15th National Games, marking its entry into the high-end market with national-level endorsement [3][38]. Group 1: Product Recognition and Market Position - The Makang Goose, known as the "goose king" of Guangdong, gained significant attention at the Dongguan "Sanbohui" in April [2]. - With a history of hundreds of years, the Makang Goose is now recognized as a national geographical indication agricultural product, enhancing its global presence [4]. - The product's unique quality, characterized by its tender meat and moderate fat content, has made it a favorite among consumers, solidifying its position as a leading product in Guangdong [9]. Group 2: Economic Impact and Development Initiatives - Since 2022, Makang Town has leveraged local resources to promote the Makang Goose as a leading product, launching the first town-level administrative brand "Makang Quality Products" [11]. - The town is developing a comprehensive industrial chain for the Makang Goose, integrating primary, secondary, and tertiary industries to boost local agricultural development and rural prosperity [12][13]. - The establishment of a centralized incubation center for Makang Goose has improved the supply capacity of goose seedlings [16]. Group 3: Infrastructure and Industry Expansion - A national-level pre-prepared food industrial park centered around the Makang Goose is being developed, covering an area of 330 acres, which will include slaughtering and cold chain facilities [18]. - This initiative aims to address long-standing issues such as product structure limitations and insufficient brand development [20]. - The pre-prepared food industrial park is expected to enhance the added value of the Makang Goose industry and improve the overall industrial chain [23]. Group 4: Cultural and Brand Development - Makang Town is focusing on cultural empowerment by creating a cultural museum to showcase the history and charm of the Makang Goose [26]. - The introduction of themed accommodations and the development of the "M.Goose" IP are part of efforts to extend the cultural narrative and enhance tourism [27][29]. - The town aims to create a complete ecological chain from breeding to consumption, integrating various aspects of the industry [34]. Group 5: Future Outlook and Strategic Goals - The Makang Goose's production value is projected to exceed 5.6 billion yuan by 2024, positioning it as a benchmark for rural revitalization through industrial integration [36][37]. - The selection as a designated product for the National Games is seen as a strategic point for the Makang Goose industry to aim for a hundred billion yuan target [44]. - Future strategies include resource integration, technological empowerment, and precise marketing to transform the local "geese gene" into a driving force for rural development [48][50].

Core Viewpoint - The article highlights the phenomenon of "Rongchang Lu Goose" becoming a viral food sensation, driven by social media influence and local tourism, showcasing the potential of local specialties to boost regional economies and cultural identity [1][11][17]. Group 1: Viral Marketing and Social Media Impact - The rise of "Lu Goose Brother" Lin Jiang, who gained over 700,000 followers in one month by promoting Rongchang Lu Goose through social media platforms [3][5]. - Lin Jiang's actions led to over 200 million tourists visiting Rongchang during the May Day holiday, resulting in a retail sales increase of 258% year-on-year, reaching 2 billion yuan [3][8]. - The hashtag RongchangGoose garnered over 500 million views, demonstrating the extensive reach of the marketing campaign [4][5]. Group 2: Economic Impact and Sales Growth - The sales of Rongchang Lu Goose surged by 5300% following the viral marketing, with slaughter volumes increasing by over 300% in early April [8][11]. - During the May Day holiday, Rongchang sold 290,150 Lu Geese, which could circle around Chongqing's inner ring road 2.3 times [8][11]. - The overall consumption in Rongchang exceeded 1 billion yuan daily, driven by the increased demand for Lu Goose [8]. Group 3: Cultural and Tourism Development - The success of Rongchang Lu Goose reflects the growing trend of food tourism, where culinary experiences drive travel decisions among younger generations [17][18]. - The article emphasizes the importance of integrating local cuisine with cultural narratives to enhance tourism and economic development [17][18]. - The phenomenon illustrates a new paradigm in cultural tourism, where food serves as a medium to convey local culture and stimulate economic activity [17][18]. Group 4: Regional Industry Dynamics - The article notes that there are currently 3,608 companies related to Lu Goose in China, with a significant concentration in the Southwest region [22]. - Guangdong province, as the leading goose-producing area, has a total of 869 Lu Goose enterprises, highlighting the competitive landscape of the industry [22][27]. - The article discusses the need for Guangdong to enhance its local food branding and production capabilities to capitalize on the growing trend of food-related tourism [27][28].

Core Viewpoint - The article highlights the innovative culinary fusion of Ma Gong Goose and Guangdong lychee, showcasing a series of new dishes that combine the unique flavors of both ingredients, aimed at promoting local food culture [2][3][4][5]. Group 1: Culinary Innovation - The new dish series includes "Lychee Double Flavor Goose," "Goose with Lychee Aroma," "Emerald Lychee Goose," "Crispy Lychee Goose Cubes," and "Drunken Lychee Goose" [3][30]. - These innovative dishes blend traditional cooking techniques with bold creativity, successfully merging the delicious characteristics of Ma Gong Goose with the sweet flavor of lychee [4][5]. Group 2: Cultural Promotion - A promotional video titled "Ma Gong Goose Meets Guangdong Lychee" has been released to further promote the culinary culture of Kaiping, featuring the traditional Cantonese melody of "Selling Lychee" [6][8]. - The video showcases the visually appealing Ma Gong Roast Goose, emphasizing the unique taste experience that can be felt even through the screen [9][10]. Group 3: Industry Development - The Ma Gong Goose industry has evolved beyond traditional practices into a full industrial chain, gaining significant recognition at the 14th Guangdong Modern Agricultural Expo [32][34]. - The establishment of the first modernized park themed around Ma Gong Goose, known as the Ma Gong Goose Prepared Dish Industrial Park, serves as a key platform for high-end and large-scale development of the "Jiangmen Quality" brand [41][42]. Group 4: Cultural Symbolism - Ma Gong Goose has transformed from a mere delicacy into a cultural symbol, with the creation of IPs like "M.Goose" and "Gong Xiao Goose," leading to a diverse range of cultural products [45]. - The presence of Ma Gong Goose in various popular venues across China signifies its growing cultural significance and its role in connecting people to the unique lifestyle of the Lingnan region [47][50].