Guilin's 'CHINA MIFEN' shines at CAEXPO

Guilin presented its national culinary brand "CHINA MIFEN" at the 22nd China-ASEAN Expo Tourism Exhibition, via the official Guilin Rice Noodles and Industrial Chain Exhibition (2025 Guilin Rice Noodle Festival).

The exhibition site incorporates elements of Guilin's landscapes. [Photo/WeChat account: gh_6a977791be55]

Local authorities formed a team to boost the influence of Guilin's rice noodle brand. Before and during the expo, officials visited the exhibition to offer guidance and taste products, strengthening confidence for the industry's growth.

The expo saw strong unity across the industry. Though rice noodles have low profits, many brands supported the event: "Chongshan Rice Noodles" and "Huaqiao Rongji" took the lead, while "Aunt Xiong Rice Noodles" donated 10,000 yuan ($1,380) without exhibiting.

Dozens of brands showcased their strengths. Century-old shops like "Youyixuan" displayed traditional flavors, while new brands like "Laoyanjie" blended tradition with innovation. "Qinhuang Xiyue" showed a full industrial chain integrating three sectors.

Participants at the exhibition taste the rice noodles on site. [Photo/WeChat account: gh_6a977791be55]

"CHINA MIFEN" made big steps overseas. "Huaqiao Rongji" launched its global brand, solved issues related to the transport of fresh noodles, and signed 5 overseas deals. "Qinhuang Xiyue" received Japanese orders, and a Shenzhen exhibitor praised the noodles’ market potential.

Looking ahead, "Huaqiao Rongji" plans to make 2026 "China Rice Noodles' Global Debut Year". With joint efforts, "CHINA MIFEN" will expand along the Belt and Road, becoming a new symbol of Guilin.