Marriott Bonvoy recently officially launched its 2024 “Taste of Wonders” F&B marketing campaign in Greater China with the debut of a food documentary titled “Taste of Wonders, Flavors of North and South.” Developed in collaboration with renowned Chinese documentary director Chen Xiaoqing, the film explores the vibrant people and culture behind Chinese cuisine, and centers around the Chinese word “Xian,” which means both “fresh ingredients” and “delicate flavor.”
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Marriott InternationalMarriott Bonvoy recently officially launched its 2024 “Taste of Wonders” F&B marketing campaign in Greater China with the debut of a food documentary titled “Taste of Wonders, Flavors of North and South.” Developed in collaboration with renowned Chinese documentary director Chen Xiaoqing, the film explores the vibrant people and culture behind Chinese cuisine, and centers around the Chinese word “Xian,” which means both “fresh ingredients” and “delicate flavor.” As part of the campaign, over 300 Chinese restaurants across Greater China will create themed menus based on “Seasonal Cuisines,” “Wine/Tea Pairing,” “Home Style Dishes” and “Local Menu Co-Creation.”
Exploring Connections: Fresh Food, Seasonal Emblems and Hometown Memories
“Taste of Wonders, Flavors of North and South” delves into the emotional connections people have with food. Director and advisor to the campaign Chen Xiaoqing commented, “Our ancestors took inspiration for the word ‘Xian’ from the harvests of the land, lakes and seas. This single word represents not only a rich history, but also a philosophy about the cyclical rhythm of nature’s four seasons and their association with people’s longing for home.”
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“I am thrilled to once again team up with director Chen Xiaoqing to take food enthusiasts on a culinary journey through the vast and diverse landscape of China,” expressed Michael Malik, Chief Operations Officer, Greater China at Marriott International. “We have always strived to provide top-notch dining experiences tailored to local palates. In today’s dining scene, there is a growing emphasis on freshness and seasonality. In 2024, ‘Taste of Wonders’ will spotlight our Chinese restaurants, leveraging our distinct Chinese cuisine brands and talented chefs to offer guests multi-faceted dining experiences. We hope to be a favorite dining destination where connect diners with one another.”
With the launch of the campaign, over 300 Marriott Bonvoy’s Chinese restaurants will center around the theme of “Xian” and invite guests to embark on a cross-country voyage of food discovery.
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A “Taste of Wonders, Flavors of North and South” launch dinner was hosted at the newly opened Renaissance Beijing Haidian Hotel. The dinner was orchestrated by 7 young and talented chefs from Marriott Bonvoy hotels in Greater China, drew inspiration from the “Xian” concept and presented a culinary journey that condensed flavors of the South to the North.
A Gathering of Tastemakers to Highlight the Future of Dining
In accordance with the campaign launch, Marriott International also held the first “F&B Inner Circle Panel” to discuss the latest insights on the food & beverage industry. Four of China’s leading F&B critics including Xiao Kuan, Huang Ke, Hou Decheng, and Qin Chao were invited to engage in an in-depth dialogue with Marriott International representatives. The session unpacked the cutting-edge trends and perspectives shaping the current industry landscape, shedding light on the group’s localization strategy for catering moving forward.
Source: Marriott
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