Marriott Bonvoy, hospitality group Marriott International's award-winning travel program, recently launched its 2024 Taste of Wonders food and beverage marketing campaign across China, with the debut of a food documentary titled Taste of Wonders, Flavors of North and South.

Developed in collaboration with renowned Chinese documentary director Chen Xiaoqing, the film explores the people and culture behind Chinese cuisine, and centers around the Chinese word xian, which means both fresh ingredients and delicate flavor.

The documentary delves into the emotional connections people have with food. "Our ancestors took inspiration from the harvests of the land, lakes and seas to create the Chinese character xian," Chen said. The word comprises two parts, literally meaning goat and fish.

"This single word represents not only a rich history but also a philosophy about the cyclical rhythm of nature's four seasons and their association with people's longing for home," he noted. Chen also serves as an adviser to the campaign.

Michael Malik, chief operations officer in charge of China operations at Marriott International, said at the launch ceremony: "I am thrilled to once again team up with director Chen to take food enthusiasts on a culinary journey through the vast and diverse landscape of China.

"We have always strived to provide top-notch dining experiences tailored to local palates. In today's dining scene, there is a growing emphasis on freshness and seasonality. In 2024, Taste of Wonders will spotlight our Chinese restaurants, leveraging our distinct Chinese cuisine brands and talented chefs to offer guests multifaceted dining experiences."

As part of the campaign, more than 300 Chinese restaurants across the country will create menus based on the four themes of seasonal cuisines, wine or tea pairing, homestyle dishes and local menu co-creation.

In accordance with the campaign launch, Marriott International also held the first F&B Inner Circle Panel to discuss the latest insights into the food and beverage industry.

Four of China's leading industry critics were invited to engage in an in-depth dialogue with Marriott International representatives. The session unpacked the cutting-edge trends and perspectives shaping the current industry landscape, shedding light on the group's localization strategy for catering.