The giant screen in New York's Times Square lights up, and at the crossroads of the world, a steaming basket of Wang Jilian Xiaolongbao makes its appearance on the world stage. This intangible cultural heritage Xiaolongbao, originating in 1910, has crossed a century of flavor to appear for the first time on the world's largest screen, showcasing Chinese dim sum to the world.
A Global Stage of a Century-Old Intangible Cultural Heritage
In September(New York time),Wheatech Group and ZhiChi Food joined hands to light up the world's largest screen, with Wang Jilian Xiaolongbao appearing on Times Square Screen No. 1 for three consecutive days.
Wang Jilian Xiaolongbao is a proprietary brand under ZhiChi Food. Founded in 1910, it originates from the intangible cultural heritage craftsmanship of traditional old-dough Xiaolongbao from Shengzhou, Zhejiang Province. Supported by ZhiChi Food's own factory, it has achieved standardized production while preserving the authentic taste of this intangible cultural heritage, bringing this traditional craft—rarely seen overseas—to the world. This appearance is not merely a simple overseas exhibition, but rather ZhiChi Food formally standing on the world stage, conveying authentic Chinese culinary culture to the globe.
Wang Jilian Xiaolongbao Launched at the New Globalization of Chinese Cuisine Conference
The 2026 Conference on the New Globalization of Chinese Cuisine was held at the Rainbow Room of Rockefeller Center in New York, where Wang Jilian old-dough Xiaolongbao was officially unveiled to the international market as a core launch product.
At the conference, Jiang Tianfan, founder of ZhiChi Food, delivered a keynote speech, proposing that "going global for Chinese cuisine is by no means limited to taking our flavors across borders; it is even more about building a standardized supply chain platform adapted to global markets." It is not simply about selling Xiaolongbao abroad, but about enabling standards, supply chains, and cultural expression to truly take root overseas.
At a private banquet, overseas guests spoke highly of Xiaolongbao, particularly recognizing the chewiness and wheaten aroma brought by old-dough fermentation. At present, the product has already entered overseas markets and recorded overseas sales, allowing overseas consumers to taste authentic Chinese intangible cultural heritage Xiaolongbao without leaving home.
Chinese Flavor at the Consulate General
The Consulate General of the People's Republic of China in New York hosted "Taste of China, Harmony for All," a Chinese cultural open day, inviting representatives of foreign consular corps in New York and guests from various sectors of the consular district to experience Chinese culture. Wang Jilian Xiaolongbao appeared at the event as a representative of Chinese culinary culture, offering tastings to Chinese and international guests, receiving an enthusiastic response on site. This open day was not only a sharing of cuisine but also a cultural dialogue—a single Xiaolongbao became a window for Chinese and international guests to understand Chinese culinary culture.
ZhiChi Food's Global Strategy: More Than Just a Xiaolongbao
A single Xiaolongbao is the starting point of ZhiChi Food's journey to the world, but it is far from the end. Leveraging a mature product matrix and global supply chain capabilities, ZhiChi Food is promoting classic dim sum such as soup dumplings, shumai, and wontons to overseas markets. In the future, the brand will continue to preserve the authentic taste of Chinese cuisine through standardized craftsmanship, bringing more Chinese flavors to the world.
© OfficialAffairs
