On October 25, during the “Embracing New Missions: Discussions on Implementation in Counties and Districts” themed press conference held in Yunyang, Chongqing, it was revealed that around 200,000 noodle makers from Yunyang are responsible for over 70% of the fresh noodle market share in China, generating an annual cash flow exceeding 70 billion yuan.
Located in the heart of the Three Gorges Reservoir area, Yunyang serves as a crucial hub in the Yangtze River Economic Belt and the Chengdu-Chongqing Twin City Economic Circle. With the nickname “Yunyang: A Natural Wonder along the Yangtze River,” Yunyang boasts abundant resources, including its famous “Yunyang Noodles.” During the press conference, Chen Daobin, the Secretary of the Yunyang County Committee, expressed the county’s commitment to elevating its noodle industry. The goal is to establish Yunyang as China’s “Culinary Capital of Noodles,” leading a campaign known as “Noodles Leading to Culinary Delights.”
“Just one noodle connects two Yunyangs; one bowl awakens countless culinary memories; a handful of noodles supports a multi-billion yuan industry chain,” Chen explained, summarizing Yunyang’s philosophy behind its branding efforts. He emphasized the initiative to promote Yunyang’s labor brand, “Yunyang Noodle Workers,” and to enhance the appeal of local delicacies like “Yunyang Noodles,” “Yunyang Lamb Trotters,” and “Yun’an Lamb Offal.” Each year, there are plans to develop over 100 standardized noodle shops in Yunyang, forming the billion-yuan IP brand of “Yunyang Breakfast Noodles.”
Currently, Yunyang is focusing on a comprehensive design that integrates the food industry with the demands of value, production, and communication chains, referred to as the “Four Ones.” This involves crafting a detailed development plan for the Yunyang noodle industry focused on improving raw material bases, strengthening the unique local industry of “Yunyang Small Noodles,” and successfully hosting the China (Yunyang) Noodle Cultural Festival. The aim is to achieve a trillion-yuan value across the entire industrial chain through the integration of “Noodles + Agriculture,” “Noodles + Industry,” and “Noodles + Tourism.”
Moreover, Yunyang is leveraging its network of over 70,000 noodle shops across the country to rapidly develop a sales network that combines online and offline strategies while expanding into both domestic and international markets. This includes enhancing the visibility of Yunyang’s culinary offerings and agricultural products, establishing stores on major e-commerce platforms, increasing access to markets in the U.S., Europe, and elsewhere, and enhancing certification processes for exports. By fostering the quality and safety of its agricultural products, Yunyang aims to expand international trade and strengthen its market competitiveness.
