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 - 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].

Core Viewpoint - The collaboration between the renowned "Magang Goose" from Guangdong and "Rongchang Goose" from Chongqing presents a significant opportunity for both regions to enhance their goose industry through shared expertise and resources [12][102]. Group 1: Market Performance - During the "May Day" holiday, Kaiping City received 384,500 tourists, marking a year-on-year increase of 54.99% [2]. - Rongchang District saw over 350,000 visitors on the first day of the holiday, with offline sales of marinated goose increasing by 446%, totaling 290,000 geese sold [10][11]. - Magang Goose holds approximately 75% market share in Guangdong, with annual sales around 100 million geese [5][6]. Group 2: Product Quality and Nutritional Value - Magang Goose is known for its high nutritional value, containing 10.8 grams of protein per 100 grams, with a high unsaturated fatty acid content of 66.3% [23][25]. - Rongchang Goose is recognized for its rapid growth, reaching 3,500 grams by 90 days of age, which supports large-scale farming [32][34]. Group 3: Cultural and Historical Significance - The history of Magang Goose dates back to the Tang Dynasty, contributing to its cultural significance as a symbol of the region [16][18]. - Both geese varieties are integral to local culinary traditions, enhancing their appeal to consumers [19][46]. Group 4: Industry Development and Future Prospects - The Magang Goose industry is projected to achieve a production value exceeding 5.601 billion yuan in 2024, with 500 million geese expected to be marketed [27][28]. - Plans for a pre-prepared food industry park dedicated to Magang Goose are underway, aiming to transition from primary agricultural products to high-value pre-prepared dishes [90][92]. - Collaboration between Rongchang and Magang can lead to improved breeding techniques and product innovation, enhancing both brands' market positions [36][102].

Core Viewpoint - The article highlights the resilience and adaptability of Guangdong's prepared food industry in the face of global trade challenges, particularly the tariff war initiated by the U.S., showcasing how local products like Magang goose are successfully entering international markets through innovative strategies and collaborations [4][15][30]. Group 1: Event Overview - The 9th China International Food and Ingredients Expo, the 3rd China International Prepared Food Industry Expo, and the 14th Guangdong Modern Agriculture Expo were held in Dongguan from April 18 to 20, attracting global buyers [1]. - The event featured a significant focus on the prepared food industry, which is seen as a key player in reshaping the global food landscape amidst trade tensions [1][7]. Group 2: Magang Goose's Success - Magang goose, recognized as one of Guangdong's top products, secured major contracts worth 80 million RMB with markets in Hong Kong, Macau, and Indonesia, highlighting its appeal and quality [6][5]. - The success of Magang goose is attributed to a new paradigm for Guangdong's agricultural exports, which emphasizes cultural connections, standardized production, and innovative overseas partnerships [6][7]. Group 3: Prepared Food Industry Growth - China's prepared food market is projected to grow from 200 billion RMB in 2019 to 600 billion RMB by 2024, with a compound annual growth rate of 25%, making it a significant growth engine globally [17]. - In 2024, China's prepared food exports reached 173.2 billion RMB, accounting for 27% of total agricultural exports, indicating substantial market potential [17]. Group 4: International Market Strategies - The article discusses the importance of strategic international partnerships and market positioning for Chinese prepared food companies, particularly in Southeast Asia and the Middle East, which are seen as ideal markets for expansion [22][24]. - The concept of "shared factory" models is introduced, where Chinese food companies collaborate with local partners to leverage resources and distribution channels, enhancing competitiveness in foreign markets [26]. Group 5: Financial Support and Infrastructure - Financial institutions, such as the Agricultural Bank of China in Dongguan, are providing significant support through inclusive loans, facilitating quick access to capital for food enterprises [28]. - The establishment of overseas warehouses and international cooperation agreements during the expos indicates a proactive approach to building infrastructure for global trade [19].