Born and raised in Guangzhou’s Xiguan, Zhuang Chen, the Executive Chairman of the Chinese Snacks Committee, believes Xiguan food is a medium where people around the world can experience Xiguan culture with a bite.

Xiguan, a traditional part of Guangzhou City, is known for its authentic Cantonese food, such as shrimp dumplings, wonton noodles, and white-cut chicken. Zhuang was recently appointed as the Xiguan food brand ambassador. In the interview with GDToday, he summarized four reasons why Xiguan food is popular: the good taste, Xiguan culture, online and offline promotion, and strong market regulation.

Zhuang Chen (Photo: Nanfang Plus)

Xiguan food won reputation for its delicious taste and culture

"Xiguan food reminds me of my childhood. My father used to take me to a porridge store. He rode a bicycle to lead the way, and I ran after him. Then we shared warm porridge in the store. Xiguan food can trigger a memory or experience of people's connection," said Zhuang.   

“The most popular Xiguan dishes for expats are Wonton noodles and white-cut chicken, based on my observation. Xiguan cuisine restores the original taste of ingredients through light seasoning and attracts many foreign fans. Some dishes are using unique ingredients, such as water bugs. Although expats may find it unacceptable at first, they will be amazed by the flavor after one bite,” he said.

“In addition, Zhuang said Xiguan food has interesting names, such as, “油炸鬼 fried ghost” (deep-fried dough sticks), “人頭飯 human head rice” (a bowl of rice per head), and “煲仔飯 rice cooked with one's son” (clay pot rice), which creates culture shock to non-locals. Having understood the culture and stories here, they will understand the meaning of these interesting names and have even more fun exploring Xiguan dishes," he introduced.

clay pot rice (Photo: Nanfang Plus)

New vitality injected through competition and integration

The catering industry has rapidly spawned new styles of dishes to meet market demand. Traditional Xiguan food is facing the challenge of injecting new vitality to attract young people and new customers. Zhuang considered competition to promote the progress and development of traditional Xiguan food.

"For example, custard tarts are one of the Cantonese dishes with a good fusion of Eastern and Western cuisines. In the past, only traditional puff pastry egg tarts could be found in dim sum houses. However, we can now enjoy Portuguese egg tarts with the introduction of foreign culinary culture. We also created coffee-flavored and matcha-flavored egg tarts in response to market demand. Meanwhile, the traditional egg tart has not disappeared. I believe that good taste is the secret of the long-lasting popularity of the food." He explained.

Moreover, Zhuang emphasized the importance of food safety. He said, "No matter how tasty and culturally rich Xiguan food is, strong market regulation is the key to reassuring people who come to Liwan to experience Xiguan food."

Recently, Liwan District issued a service standard for Xiguan food restaurants to regulate the Xiguan catering industry. He commented, "With the regulator's endorsement and uniform standards, people can enjoy Xiguan cuisine without worries."

Portuguese egg tarts (Photo: Nanfang Plus)

Xiguan food needs both online and offline promotion

Zhuang has collaborated with official media and professional influencers to film food programs and promote Xiguan food. "I have cooperated with China Central Television to film 'A Bite of China,' which can achieve publicity effects on a wider scale. Expats can learn about the production process of the food and Cantonese myths about Xiguan food," he said.

In addition, Zhuang has cooperated with local governments, holding food festivals to promote Xiguan food. "I have worked with local governments to organize the Guangzhou International Gourmet Festival and the Guang Fu Temple Fair. In February 2023, we set up 34 food stalls. We presented popular Xiguan food brands at the Guang Fu Temple Fair, including Jubao Roast Superior Pigeonneau (聚寶乳鴿王), Chen Tian Ji Fish Skin (陳添記魚皮), and Qingxin Chicken and Sha Tian Pigeon (清心雞沙田乳鴿). These brands have good reputations in the neighborhood, attracting global tourists."

Zhuang gathered these brands in Huifu East Road and cooperated with Chen Tian Ji, creating his brand, Chen Tian Ji·Zhuang Chen Gourmet House (陳添記·莊臣美食坊). "Xiguan food needs a brick-and-mortar food court to attract tourists to savor authentic Xiguan food," Zhuang added.

Zhuang tasted Xiguan food at the Guang Fu Temple Fair. (Photo: Nanfang Plus)

Guang Fu Temple Fair (Photo: Nanfang Plus)