On March 30, it was announced that Yunnan Province has introduced a comprehensive set of measures to strengthen the Yunnan cuisine brand, stabilize and expand catering consumption, and enrich the concept of "living a Yunnan lifestyle." The Yunnan Provincial Department of Commerce, along with eight other departments including the Yunnan Provincial Development and Reform Commission, jointly issued the "Several Measures to Promote High-Quality Development of the Catering Industry in Yunnan Province."
The plan outlines 22 specific initiatives focusing on innovating consumption scenarios, improving industrial chains, cultivating the Yunnan cuisine brand, optimizing the business environment, and enhancing service quality. To innovate consumption scenarios, the measures support the revitalization of existing old dining streets, historic blocks, former factory sites, and villages through micro-renovations, creating iconic "Taste of Yunnan" dining destinations. They also encourage the integration of Yunnan cuisine with cultural tourism promotions, ethnic festivals, and sports events to develop "Yunnan Cuisine+" consumption experiences. Additionally, the province will host events such as the "Chinese Food Festival · Flavors of Yunnan" series and regularly organize the Yunnan International Catering and Pre-made Food Industry Expo.
In terms of brand cultivation, the measures provide support for restaurants that are newly listed in prestigious guides like "Michelin" or "Black Pearl," as well as for companies and brands that enter the national top 100 catering rankings for the first time. The plan also emphasizes building distinctive brands for Yunnan rice noodles, edible wild mushrooms, coffee, tea beverages, and group catering, while promoting the expansion of Yunnan cuisine into domestic and international markets. Specific actions include establishing a regional public brand for Yunnan rice noodles and developing a gourmet brand for Yunnan wild mushrooms. Support will be given for events such as rice noodle festivals and "Yunnan Edible Wild Mushroom" activities, as well as for models combining rice noodles with cultural tourism and wild mushroom cuisine with tourism to stimulate consumer interest.
To improve the catering industry's business environment, the measures propose standardizing grassroots enforcement, strengthening fiscal and financial support, reducing online marketing and labor costs, and establishing a comprehensive standardization management system. The measures take effect immediately upon issuance and are valid until December 31, 2028.
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