Yanbian Culture and Tourism Food Season Opens on National Day

Key points

• On September 8, the 'Golden Jilin' 2026 Autumn Culture and Tourism Series press conference was held, where the Yanbian Culture, Radio, Television and Tourism Bureau introduced the food season.
• The food season opens on National Day, innovatively adopting a full-scenario operation model of 'food + events + intangible heritage + night economy.'
• In the 'Northeast Super' event, Yanbian pollock topic searches exceeded 1 billion and sales grew 3 times year-on-year, confirming the IP value and industry potential.
• The core event is a national chef pollock cooking competition recruiting nearly 100 professional chefs nationwide, guided by the Northeast Asia Catering Industry Committee of the World Federation of Chinese Catering Industry.
• The food season has 3 core sections: opening ceremony and national cooking competition, release of a 'Pollock Food Map,' and a 'Yanbian Good Things' market with online livestream sales.
• Night programs include intangible heritage performances and trend parties, building diverse consumption scenes that are viewable, tasteable, and playable.
• Yanbian will leverage the G331 border tourism corridor and the Shenyang-Baishan high-speed rail opening to launch 8 'Drunken Beautiful Jilin Autumn, Colorful Yanbian' premium routes, with 21 scenic areas offering over 40 preferential policies.