A brand logo for Jiangxi rice noodles is unveiled in mid-April. [Photo provided to chinadaily.com.cn]
Jiangxi authorities have also been working to further promote the noodles as part of their three-year plan to raise the profile of local cuisine.
In mid-April, the provincial department of commerce unveiled a brand logo for Jiangxi rice noodles that aims to raise awareness about this famed specialty.
The local authorities have even sought to expand the influence of these noodles by tapping into star power. Liu Tao, a renowned Chinese actress and singer from Jiangxi, was recently appointed as the brand ambassador.
The most recent attempt to promote Jiangxi noodles was the hosting of the inaugural China Rice Noodle Festival in Nanchang. The festival, which ran from June 11 to 15, attracted more than 800,000 visitors and witnessed the signing of deals worth 150 million yuan ($23 million) in total.
The major highlight of the festival was an expo featuring products and services by 550 companies engaged in rice noodle production, processing and sales. The event had nearly 1,000 booths spread across some 30,000 square meters, making it the largest expo of its kind in the nation.
Jiangxi has been designated as the permanent host venue for the festival.
