By taking catering as the carrier,telling Chinese stories, sending Chinese voice and Chinese characteristics, the prosperity of overseas Chinese food has become a window of Chinese culture, a bridge of public diplomacy, and an important measure to enhance China's cultural soft power. The WFCCI sticks to its theme of new era, plays an irreplaceable positive role in promoting the international economy, the globalization and the prosperity of Chinese catering.
Initiate Chinese Catering Prosperity Program
In 2014, the "Chinese Catering Prosperity Program" was initiated under the cooperation of the WFCCI and the Overseas Chinese Affairs Office of The State Council, to promote the global development of Chinese catering.
The program consists of five aspects as follows: first, guiding and promoting the establishment of Chinese catering industry organizations by overseas Chinese communities; second, carrying out the "Thousand People Training Program" and the evaluation of famous overseas Chinese restaurants; third, developing the advantages of brand activities and holding Chinese food festivals; fourth, supporting the key brand events of Chinese catering and improving its international reputation; fifth,promoting the good image of Chinese catering through social media.
Enhancing the regional culture exchange, promoting the global image of Chinese food
By linking with major newspapers, periodicals, radio stations, TV stations and Internet sites in various countries and regions, the WFCCI provides comprehensive information about the global development of Chinese catering industry and Chinese food culture. It published the Chinese Food Guide in some countries and regions, introducing and promoting Chinese food enterprises,.It also cooperates with CCTV on documentaries and advertising films about overseas famous restaurants, Chinese food ambassador selection, image establishment of health and nutrition for Chinese food,to promote the recognition and love of Chinese food by the mainstream society worldwide.
The global development of brand activities of Chinese catering industry
Known as the Olympic Games of Chinese cuisine,"The World Championship of Chinese Cuisine" has been successfully held for 8 times in China, Japan, Singapore, Malaysia, Netherlands and other countries since its birth in 1992, which has created a "Chinese Food Storm" in the world.
From 2016 to 2020, through joint planning and organizing with the Ministry of Culture,Chinese embassies, relevant local departments of different countries and the WFCCI, the "Happy Spring Festival --- Walking Reunion Dinner on Chinese Lunar New Year's Eve" has been successively held in Silicon Valley, Los Angeles, Moscow, Madrid, Paris, Bangkok, Beilan POFU, Pyeongchang, Cairo, Panama City, Kuala Lumpur, Havana, Sydney,Limassol and other cities worldwide,which were warmly welcomed by local governments,royal family, local people from all walks of life.
In 2017,WFCCI signed a contract with the Tourism Development Agency of the Ministry of Foreign Affairs of France to jointly build "La LISTE of the World TOP 1000 Restaurants".With the WFCCI's promotion, on December 4,2017,the "French LA LISTE International Food Ranking of 2018" was released, among which 127 Chinese restaurants were included, second only to Japan's 134 listed, followed by France's 118 listed.