China'S Time-Honored Brand: Not To Enter The Olympic Village

With the help of the 1964 Olympic Games in Tokyo, Japan has swept the world of sushi, and South Korea has made traditional pickles into the world cuisine through the 1988 Seoul Olympic Games.

Now that the Beijing Olympic Games will start soon, how can Chinese traditional cuisine and "time-honored brands" take advantage of this opportunity to go to the world?

The news of the world also interviewed the Beijing Olympic Organizing Committee and some of the time-honored brands.

The menu of the Olympic Village in Beijing Olympic Games has not passed into the Olympic village. The menu of the Olympic village has been preliminarily examined and tried. The Chinese food portion has already identified Beijing roast duck and dumplings.

Xiang Ping, Vice Minister of Sports Services Department of Beijing Olympic Organizing Committee, told an interview with our reporter: "roast duck and dumpling are Chinese food that is widely known to foreigners.

There has been a rumor about Quanjude and other old food brands entering the Olympic village. The reporter also asked Xiang Ping about this.

"According to the Beijing Olympic Organizing Committee, the food in the Olympic village is provided by the Olympic catering service providers. No old restaurant is our partner, so there will be no old brand in the Olympic Village," she said.

Besides, what we are striving to build is the famous brand of Chinese food, not the publicity of individual brands. When we are in the Olympic Village, we will see Beijing roast duck and Chinese dumplings, and there will be no brand names.

China's food culture can be ranked among the best in the world, and we are proud of its full variety and characteristics.

But these advantages once were a huge obstacle for China to create a world food brand.

The same is Beijing roast duck. The taste and quality of different restaurants vary widely. The same is called the sham meat restaurant, but the seasoning and the bottom of the pot have their own characteristics.

The lack of unified national standards and restaurants fighting each other are the underlying reasons why it is difficult for us to promote Chinese food like Japan's promotion of sushi and Korean pickles.

Beijing Olympic organizing committee refused to enter the Olympic village with individual brands.

Feng Siyuan, Secretary General of the Chinese Cuisine Association, pointed out: "our characteristic foods are all regional culture concepts, but there are not many foods that can really enter the Chinese concept.

The practice of Beijing Olympic Organizing Committee is also learning from the experience of Korea, merging the pickles together, and then going to the world collectively through the Olympic Games.

Indeed, the experience of Koreans promoting pickles during the Seoul Olympic Games is very valuable for us to learn from.

Before the Seoul Olympics, Korean kimchi was also divided into various branches, and the production forms were all family workshops.

To solve this problem, the South Korean government first put all kimchi brands under the banner of kimchi, and formulated a unified national production standard.

During the Seoul Olympic Games, the Korean government popularized kimchi in various ways.

For example, Han Jinghui, the "pickle mother", should go to the Olympic village to make pickles and pay posters for kimchi around the Olympic venues. There will be many booths, free visitors from all over the world, and two Olympic souvenirs for a kimchi promotion.

Today, pickles are very popular all over the world. It has not only become a famous brand for South Korea to publicize itself, but also brings them an annual profit of 4 billion US dollars.

Although the old brands have borrowed the east wind, although the "old brand" can not enter the Olympic Village, tens of thousands of foreign tourists will pour into Beijing during the Beijing Olympic Games. Chinese specialty products will be one of their goals.

How do old people sell the Olympic Games?

Reporters also interviewed several representative time-honored brands.

Tianjin is the co host city of Beijing Olympic Games. Some football matches will be held in Tianjin.

Tianjin Goubuli group has reached an agreement with the Tianjin municipal government. Goubuli will play a very important role in the reception of foreign guests.

Zhou Xueqian, director of the office of Goubuli group, told reporters: "we didn't have an English name before. Many foreigners thought it was dog meat stuffed buns.

In order to make foreign guests more aware of Goubuli, we collected the English name for it last year, and now it has been officially identified as Go Believe (meaning "to believe").

We also train our employees. Now every waitress can speak out of Goubuli in English. "

Nei Sheng is a Chinese shoe shop with a history of more than 140 years. Assistant general manager Qi said: "most foreigners who buy shoes are mainly collectors. We will develop a series of Olympic souvenirs, such as small and exquisite, easy to carry gift shoes, etc.

We also have custom made shoes business, so many foreigners with big feet during the Olympic Games can fully meet their needs.

Quanjude roast duck opened an Olympic Theme Store in Asian Sports Village last year. The 18 storehouse of the Olympic Games was set up on the three floor of the store. On the menu, there were 20 kinds of dishes with distinctive sports colors, such as "tennis salad", "discus letinous edodes", "best table tennis duck liver paste" and so on.