Tangshan Banquet is a rising star in revitalizing the cultural tourism market. A tasteful journey boosts Tangshan's city branding.
In November, the Tangshan Banquet garnered three prestigious honors on the national cultural and tourism stage: one of the ten most excellent cases of the Great Wall Culture and Tourism Branding Award, inclusion among the 2024 Top 10 Innovative Cultural Tourism Economic Cases, and recognition at the 6th China Service Tourism Product Creative Awards. These accolades have once again brought the Tangshan Banquet into the spotlight.
As a cultural tourism complex that combines specialty dining, folklore preservation, cultural exhibitions, immersive experiences, sightseeing, and educational activities, Tangshan Banquet has seen steady growth in popularity since its opening in 2018. This year, in particular, the site has welcomed an average of nearly 20,000 visitors daily.
Tourists from across the country visit in droves, while residents remain enthusiastic supporters. Tangshan Banquet's "Tasteful Journey" not only highlights the city's unique offerings but has also invigorated the cultural tourism market in Tangshan.
Refining its essence: from culinary feast to cultural banquet
Strolling through Tangshan Banquet's quaint and traditional alleyways, one is greeted by bustling crowds and the enticing aroma of diverse local delicacies. On November 12, stepping into the Tangshan Banquet felt like being immersed in a vibrant and lively marketplace.
Following the flow of people, it quickly became clear that the Tangshan Banquet is not only a food lover's paradise but a cultural treasure trove. Antique artifacts, etched with the marks of time, tell stories of the past, while the "Tangshan Dialect Cultural Wall" has become a must-see attraction for out-of-town visitors.
"Combining a 'culinary feast'with a 'cultural banquet,'Tangshan Banquet has evolved into a living museum of culinary heritage," remarked Qiu Kai, Chairman of K.G.E. Love Group, the company behind the project's design, planning, and operation. This transformation, Qiu explained, is the result of three distinct stages of refinement.
Originally, Tangshan Banquet was a repurposed shopping center near the Nanhu District. In 2017, Tangshan city authorities decided to turn the space into a dining hub to meet the needs of park visitors.
Initially envisioned as a large restaurant, Tangshan Banquet's 1.0 version featured a ground-floor open-market-style dining area and private dining rooms on the upper floors offering everything from hotpot to Western and local cuisine.
"From the start, we aimed to create an internet-famous site by incorporating aesthetic decor and engaging cuisine features to enrich open spaces. This allowed visitors to enjoy both delicious food and local culture," Qiu said.
This strategy proved a hit. As a 1.0 version of an Instagram-worthy restaurant, Tangshan Banquet became a sensation, attracting a constant stream of diners'eager to explore its "dine-and-wander" model. Yet, the team saw room for growth. They quickly upgraded to a 2.0 version by transforming the first floor into a street food marketplace, catering to the growing demand for authentic local flavors.
Thanks to the upgrade, more visitors went to explore good taste in Tangshan. As crowds continued to flock to the venue, the team began contemplating a deeper question: How can Tangshan Banquet sustain its popularity while becoming a meaningful cultural destination?
"Merely walking, sightseeing, and snacking don't meet the long-term expectations of tourists seeking high-quality experiences. To truly activate the cultural tourism market, we needed to emphasize cultural immersion," Qiu explained. From the 3.0 version, the Tangshan Banquet started to make an effort to attract tourists to stay and enjoy.
With the 3.0 upgrade, Tangshan Banquet prioritized cultural engagement over commercial operations. Kitchens were transformed into libraries, food stalls became themed playgrounds, and restaurant spaces gave way to hanfu stores, creative marketplaces, and photogenic selfie walls which are quite popular among the youth.
Weekends and holidays now see dozens of tour buses arriving from cities like Beijing and Tianjin, with Tangshan Banquet cementing its reputation as an essential stop for any Tangshan itinerary.
Building on its success, Tangshan Banquet recently launched its 4.0 iteration -- a warm, multifaceted cultural and commercial complex.
"Tangshan Banquet is constantly evolving," Qiu noted. "We must continually innovate and improve, offering tailored tourism products, emotionally resonant experiences, and diverse and memorable activities. This is the key to winning visitors'hearts and unlocking the potential of the cultural tourism market."
Building reputation: emotional resonance breeds quality recognition
"Welcome, dear guests! It's such a pleasure to have you!" On November 12, amidst a hearty Tangshan dialect greeting, Tianjin tourist MengFanxun stepped into the Tangshan Banquet, with the familiar tunes filling the air as the cultural experience unfolded.
At the Liyuan opera stage inside Tangshan Banquet, excerpts from the traditional PingjuOpera Flower is a Go-between mesmerized the audience. "As a kid, I loved Zhao Lirong's comedic sketches, which got me hooked on Pingju," Meng said. "Dining here while enjoying authentic opera performances is an unparalleled experience."
"Three cultural treasures in the East Hebei, Pingju, shadow puppetry, and LuetingDagu Ballad resonate with a wide audience. Therefore, we established a small troupe to perform in turn, bringing Tangshan's traditional arts closer to visitors'hearts," said Xu Xiaowen, the project manager of Tangshan Banquet.
This emotional resonance also struck a chord with the local community.
"Exactly the same taste!" exclaimed an elderly, savoring a bite of a crispy Xiaoshan fried cake.
Liu Zesen is an elderly Tangshan local people. He reminisced about his childhood when the bustling Xiaoshan Bridge area, Tangshan's equivalent of Beijing's Wangfujing, held the city's finest street food. "The flavors in Xiaoshan are the taste of my happiest memories," he shared.
Strolling through the Xiaoshan Grand World Street at Tangshan Banquet feels like stepping into a time machine. Display cabinets brim with vintage items like sewing machines, black-and-white televisions, and rotary telephones. At the center of the street, an old-fashioned tram evokes cherished memories of days gone by.
As Liu continued his walk, a melodic voice caught his attention:"I've got the best spices here -- peppercorns, angelica dahurica, star anise, mountain pepper, cinnamon, and galangal!" Following the sound, it was a vendor advertising their homemade seasonings.
The lively Tangshan "Thirteen-Spice Tune" is a nostalgic folk melody. "Hearing this familiar call feels so comforting and entertaining," Liu said. His culinary journey reawakened both the flavors and the spirit of the old Tangshan.
Emotional resonance went hand in hand with tangible quality and delicate service presented warm care. On the first floor, a small but thoughtful service station caught the eye near the escalator.
Small and tough, the station offered everything from first aid supplies and drinking water to napkins, a hand-washing area, and even a microwave.
"Such small details warm both the stomach and the heart," Xu explained. "Many visitors eat while exploring, and when their food cools, they can reheat it here to ensure a better dining experience."
Tangshan Banquet's meticulous service philosophy extends to all aspects of the visitor experience. Cleanliness leaves a lasting impression on visitors. Even during peak hours, discarded trash is almost nonexistent.
"We strive for top-notch management by handling everything within our teams," Xu Xiaowen said. With over 60 cleaning staff and dedicated hygiene supervisors on patrol, the venue consistently provides a spotless environment, enhancing visitors'comfort and satisfaction.
Diversified development: promoting deep integration of culture and tourism
On November 12, the author walked into a store with the sign "Tangshan Banquet Gifts" and was immediately struck by the wide variety of traditional Tangshan foods on display, from chessman baked cakes and chestnuts to crunchy and sesame candies.
"I will head home tomorrow, and I'm bringing the taste of Tangshan back for my family!" said Gao Kai, a visitor from Beijing, as he selected products. This trip to Tangshan has been worthwhile and our flavor-seeking journey has been an amazing experience."
Over four days, Gao explored the city's many attractions, including the Hetou Old Street, Tangshan Nanhu, Kailuan National Mine Park, Peiren Historical and Cultural Street, and the Eastern Qing Tombs. He found the journey both enriching and enjoyable, appreciating not only the scenic beauty but also learning about Tangshan's cultural history.
"Tangshan is the cradle of modern Chinese industry, having created many remarkable achievements," Gao remarked. "Only by coming to Tangshan can you truly understand this city and appreciate its present-day charm."
The slogan "Let more people fall in love with the taste of Tangshan" isn't just a business philosophy for Tangshan Banquet; it reflects Tangshan's broader vision of using food as a medium to drive the deep integration of culture and tourism.
At a recent promotional event organized by the Hebei Provincial Department of Culture and Tourism and China Tourism News, titled "Taste Beautiful China: Food and Travel in Hebei", Tangshan launched three culinary tourism routes: Taste Delicacies, Enjoy Ocean Flavors and Relish Tangshan.
The combination of food and tourism has become a key driver for boosting consumption. According to the 2024 China Food Tourism Development Report by the China Tourism Academy, 93.1% of tourists consider food experiences to be a major factor in their travel decisions.
Leveraging the unique appeal of its culinary culture, Tangshan is continuing to enrich the cultural context of its tourism offerings. The city is actively exploring innovative ways to integrate food and cultural tourism, speeding up efforts to attract crowds through food and drive consumption through food, which in turn creates new growth opportunities in the cultural and tourism market. Tangshan is working hard to welcome visitors from all over and foster deeper integration of culture and tourism.
To expand the reach of Tangshan's culinary offerings, Tangshan Banquet has launched a brand of local food souvenirs called "Tangshan Banquet Gifts".
"Since its launch in 2023, we've achieved a blended model of offline stores and online e-commerce," said the brand manager. "Today, 'Tangshan Banquet Gifts'operates flagship stores on multiple e-commerce platforms and has offline locations in various supermarkets and communities across Tangshan. The brand has also expanded to surrounding cities such as Tianjin, Langfang, and Qinhuangdao, establishing a comprehensive, multi-channel sales and service network."
The flavors of Tangshan go beyond just delicious food. They are infused with vibrant cultural elements. To showcase this, "Tangshan Banquet Gifts" uses original IP designs to create a series of creative and unique cultural products, capturing the distinctive charm and cultural heritage of Tangshan.
