China News Service, Beijing, June 12 (Reporter Lu Shaowei) The four-day 2025 "Fairy to Beijing" Food Festival was held in the square in front of the Beijing Exhibition Hall on the 12th, thus opening the prelude to the 2025 Beijing International Food Festival event. The event is themed "Looking for the World of Beijing Fireworks" and will last until the end of September. This food carnival not only brings together global flavors and the essence of Beijing-East MSc, but also deeply integrates food with culture, tourism, film and television, sports and other scenes, outlining the summer picture book of Beijing that is "eatable, watchable, playable, and shareable" for citizens, helping to build an international food capital and build an international consumption center city.

On June 12, the 2025 "Fairy to Beijing" Food Festival kicked off in the square in front of the Beijing Exhibition Hall. Photo provided by Beijing Municipal Bureau of Commerce

Opening highlights: "2 5 N" combination boxing

The Beijing Municipal Bureau of Commerce, together with all organizers, launched the "2 5 N" activity model. This year's Food Festival will make food a link to connect the diverse experiences of the city through two major brand IP activities, five integration activities of "Food " and N themed sector activities.

During the event, the "Xiangwei Beijing Special Food Route" connects the fireworks of the alley with the elegance of the canal boat banquet. The "Beijing Restaurant in Film and Television" check-in map takes diners into film and television scenes such as "Chun Jiao and Zhiming" and "Beijing Love Story". Also appearing at the same time are the food recommendation officers of the 2025 Beijing International Food Festival, who will tell the story of Beijing food to the world.

In addition, Beijing has signed a strategic cooperation agreement with the Beijing Office of Zhejiang and Gansu, including Zhejiang and Gansu, to open up the cross-provincial food supply chain and enrich the Beijing catering ecology, so that consumers can taste more national flavors at their doorstep, empowering and adding color to the construction of Beijing's International Food Capital.

From June 12 to 15th, the square in front of the Beijing Exhibition Hall is composed of nearly 100 companies across the country. From popular food to special snacks, each bite is a vivid expression of regional culture. It is worth mentioning that this food festival has in-depth exploration of the "Cafeteria " cross-border integration model. Not only does it have a stunning debut of special cultural and creative products and co-branded food, but it can also receive a taste card for purchases of over 50 yuan or media interaction, and redeemed for various discounts such as exhibitions, movies, and boat cruises.

A "flavor card" unlocks multiple experiences

The 2025 Beijing International Food Festival launches five integrated activities of "Food " to continuously release the vitality of urban consumption. In terms of cultural experience, the Beijing Museum Season is linked to the Grand Canal Museum, Dunhuang Art Exhibition, etc., and can enjoy discounts on cooperative restaurants with the ticket stub of cultural relics. They also work with Ailehui and Fanxing Drama Club to launch exclusive performance discounts; cultural and tourism exploration relies on Gaode Map to provide travel discounts; film and television are deeply bound to food, from June 12 to the end of July, Poly, Wanda and other theaters provide preferential movie viewing for viewers holding the "taste card".

Sports consumption injects food momentum. During the China Tennis Open and Beijing Marathon, time-honored brands launched joint-branded food, leveraging the 8.8 Beijing Sports Consumption Festival to expand the new scene of "watching dining"; the night economy ignited the vitality of the city, and business districts such as Xidan and Wangfujing gathered diversified catering to launch a series of discounts, and the late-night cafeteria blocks simultaneously created a igniting atmosphere.

On June 12, the 2025 "Fairy to Beijing" Food Festival kicked off in the square in front of the Beijing Exhibition Hall. Photo provided by Beijing Municipal Bureau of Commerce

International style and Beijing flavor intertwined

In addition to the two major brand IP activities launched, all districts and related industry associations in the city have also made efforts at the same time, showing off their special business cards, carefully planning nearly 100 special theme activities in the five theme sections of the gathering of five continents, one district and one product, night movement of Beijing, Beijing Hua rhyme, and craftsmanship and flavor building. From international food display to the flavor experience of Beijing suburbs, they have jointly injected diversified vitality into this food event.

Beijing Cooking Association, Beijing Catering Association, Chaoyang District and others launched 16 activities including the "Belt and Road" International Silk Road Food Culture Festival; 13 special activities such as the Fish King Banquet in Miyun District and Pisces Banquet in Huairou District activate district-level cultural IP to create a geographical indication system of "one district, one flavor"; Dongcheng District and Chaoyang District held 9 theme activities of late-night canteen carnivals, turning business district night markets into a gathering place for food lovers; Beijing Time-honored Brand Association, Fengtai District and others launched 3 activities including the China Beijing Cuisine Food Culture Festival to promote the revitalization of old flavors; Yanqing District and Fengtai District and others built industry competitive platforms through four events such as the catering brand conference and the food skills competition, injecting continuous momentum into the high-quality development of catering.

This food festival has built a three-dimensional communication pattern covering the entire city, and has linked the Beijing Municipal Party Committee Internet Information Office and Beijing Youth Network to launch the food theme publicity project "There is a kind of life called Beijing", unlocking many delicious, fun and beautiful landmarks in Beijing. The Propaganda Department of the Beijing Municipal Party Committee held a "Beijing Style" short video competition to encourage citizens to share food stories; 100 hosts of Beijing Radio and Television Station turned into "hometown tour guides" to take everyone to appreciate the food characteristics of various places. At the same time, Meituan and Douyin have also opened international food festivals simultaneously, and have successively released exciting content such as food maps, night consumption guides, short video themed challenges.

2025 Beijing International Food Collection plans to launch multiple benefits for the people. On the online platform, over 10,000 catering merchants actively participate in discount activities. Meituan, Douyin and other platforms will issue consumption subsidies in Beijing, covering multi-dimensional scenarios such as food, accommodation, travel, play, and entertainment. In offline restaurants, specialty restaurants, time-honored brands, and must-eat restaurants in Beijing are also popular with the public, and a series of theme marketing concession activities such as limited-time discounts, full discount packages and "International Food Blind Boxes" have been launched to create a universal consumption atmosphere throughout the city. (over)