Qingyuan launched a dedicated promotion in Changsha, Hunan recently, enabling Xiniu bamboo shoots (西牛麻竹笋) expanding into the central Chinese market. This initiative marks a strategic step in expanding the brand's presence in central China, following its successful introductions to markets in Harbin, Guizhou, Guangxi, and Gansu.
At a specialty tasting event, Li Minhuai, Deputy Director of the Qingyuan Municipal Agriculture and Rural Affairs Bureau, highlighted the distinctive qualities of the bamboo shoots. Grown in Yingde, known as the "Hometown of Chinese bamboo shoots," they are celebrated for their thick, tender, and crisp texture. The Xiniu bamboo shoots industry realized a total industry output value of over 3.2 billion yuan in the first half of 2025.
The promotion showcased the ingredient's versatility through a series of innovative Hunan-style dishes crafted by master chefs. Xu Dabing, a renowned master of Hunan cuisine, noted that the bamboo shoots can be adapted into various local dishes to suit regional tastes. A full menu of fusion cuisine was presented, including dishes like "Xiangxi cured meat with bamboo shoot shell" and "Sour bamboo shoot with Dong'an chicken," demonstrating a successful culinary crossover.
Positive market feedback is already evident. Products like original flavor glutinous rice bamboo shoots and spicy variants have begun retailing in local chains such as Leerle Supermarket, achieving a monthly sales revenue of over 200,000 yuan.
During the event, a research delegation from Qingyuan visited key local markets to study sales channels and consumer preferences. "Hunan consumers have a high standard for bamboo shoots. Developing product categories and packaging that align with local dining habits will be key to capturing this market," a major local supplier commented.
Having previously entered several regional markets, the brand now aims to deepen its roots in Hunan by collaborating with local restaurants and chefs to develop more innovative dishes, further integrating this Guangdong specialty into Hunan's vibrant food culture.
Author | Jiang Chang
Photo | Nanfang Plus
Editor | Wei Shen, James Campion, Shen He
