Beijing's Pinggu hosts food livestreaming event, culinary festival

A major food livestreaming and e-commerce event kicked off on Friday in Beijing's Pinggu district, spotlighting the integration of agriculture, food, culture, tourism, and wellness industries.

A major food livestreaming and e-commerce event opens in Beijing's Pinggu district on April 25, 2025. [Photo provided to China.org.cn]

The three-day event has brought together industry experts, enterprise leaders, and livestreaming influencers to explore trends in food e-commerce, rural revitalization, and health-focused products. Running alongside the event, the Peach Blossom Culinary Festival will continue through May 5.

At the opening event, industry standards and initiatives were released to promote best practices. Wang Bin, chairman of the Zhongguancun Digital Media Industry Alliance, released guidelines for livestream product selection and operations. Liu Tong, editor-in-chief of China Food Newspaper, issued an integrity initiative to promote ethical practices and protect consumer rights.

Milan Expo culinary champion Huang Pintang (L) presents his dishes at a culinary festival in Pinggu district, Beijing, on April 25, 2025. [Photo provided to China.org.cn]

Visitors to the culinary festival were treated to live cooking demonstrations by top chefs. Michelin-starred chef Huang Qiyun from Taiwan presented a pan-seared N7 filet with peach blossom sauce, while Milan Expo culinary champion Huang Pintang showcased Minnan-style and fusion cuisine.

The exhibition hall hosts over 200 food enterprises from nearly 20 provincial-level regions, along with more than 100 MCN organizations, influencers, and brand buyers, offering a rich display of regional flavors and cultural experiences.

Several cooperation agreements were signed during the event, including a strategic partnership to develop a health agriculture demonstration zone between media, research, and local government organizations.