On April 2, 2025. The Chongqing speciality souvenir brand “Chongqing Gifts” was officially launched at Guanyinqiao Square in Jiangbei District. The first batch of selected brands includes 30 products across three categories: “Chongqing Flavors,” “Chongqing Crafts,” and “Chongqing Creations.”

Among them, Meijian, a Chongqing plum wine brand, was chosen alongside Chongqing hotpot base and Fuling pickled vegetables to represent “Chongqing Flavors,” becoming a key culinary symbol of the city’s culture. At the event, Meijian’s products were displayed alongside intangible cultural heritage crafts such as Tongliang Dragon Dance and Rongchang pottery, attracting many visitors for tastings.

From “Chongqing Flavors” to a Cultural Symbol

This year, “boosting consumption” has been prioritized in government work. The Action Plan for Revitalizing Consumption issued by the General Office of the CPC Central Committee and the State Council emphasized strengthening consumer brand leadership.

Chongqing’s government work report also explicitly proposed the creation of the “Chongqing Gifts” brand.

As a homegrown Chongqing brand, Meijian’s inclusion in the first batch of “Chongqing Gifts” signifies a deep integration of traditional plum wine with modern urban culture.

“These special gifts carry the warmth and sincerity of Chongqing people, bridging the past and future of this land,” said Yongwu, Zhang, Director of Chongqing Municipal Commission of Commerce. “We hope ‘Chongqing Gifts’ will leave visitors with fond memories of the mountain city.”

According to the organizers, the “Chongqing Gifts” selection process began in December 2023, attracting over 300 brands nationwide. After expert reviews and public voting, Meijian stood out for its regional cultural significance and market influence.

“Chongqing Gifts” Elevates the City’s Brand Ecosystem

At the event, the “Chongqing Gifts” logo was unveiled, and exhibition zones for the three categories were opened. The logo reflects the brand’s blend of international appeal, modern aesthetics, and local charm, symbolizing “sincere appreciation and heartfelt companionship.” It also represents the transformation of “Chongqing products” into “Chongqing renowned brands” and even “global brands.”

In the “Chongqing Flavors” section, Meijian plum wine was displayed alongside time-honoured products like Chenchangyin mahua (crispy twists) and Yongzhou fermented beans, creating a striking contrast between tradition and innovation.

Xiaoyun, Hu, Director of the CARD China Agricultural Brand Research Center at Zhejiang University, who participated in the selection process, stated that “Chongqing Gifts” not only offers consumers authentic, high-quality local products but also enhances the city’s image through branding, providing a replicable model for other cities.

Out of over 300 products, only 30 were selected—a testament to the rigorous standards. “Souvenirs are a microcosm of a city’s identity,” Hu noted. By turning cultural symbols into consumer language, Chongqing has revitalized traditional craftsmanship while meeting modern demands.

She suggested strict quality control and trademark management to protect the brand’s value, along with stronger promotional efforts in both domestic and international markets. “When consumers encounter these products, they experience Chongqing’s integrity, innovation, and cultural depth,” Hu added.

An Invitation to the World

The launch of “Chongqing Gifts” is a key initiative to boost consumption and industrialize the city’s cultural IP. The first batch includes brands like Meijian and Coolasia (toothpaste), as well as heritage crafts such as Dazu stone carvings and Rongchang ramie fabric.

Selected products will be authorized to use the “Chongqing Gifts” logo, enhancing their value and recognizability.

At the event, Chongqing Commercial Circulation Service Center signed agreements with platforms like Yushangfa, Bawei Yuzhen, JD.com, and Douyin Life to create an omnichannel marketing network, forming a “Chongqing Gifts” ecosystem to expand the brand’s reach.

“We hope ‘Chongqing Gifts’ becomes the city’s cultural invitation to the world,” Zhang Yongwu said. Through unified branding, quality control, and cross-industry collaboration, more brands like Meijian will go national, turning “Made in Chongqing” into a dynamic ambassador for the city.