It's all about the eating
Food is driving a new kind of tourism, one that puts sights in second place
The brand's cofounder, Xiao Wanqi, said the success of corn grits milk tea reflects confidence in Northeast China culture.
"We plan to continue exploring the potential of local ingredients, launching more products with regional characteristics and innovative flavors," she said. Currently, the drink is selling well in stores across the northeast, with related videos on platforms like Douyin accumulating more than 10 million views.
With sales booming offline, it's no surprise that online discussions are lively, too. On Xiaohongshu and Douyin, the topic "Northeastern corn grits milk tea" continues to gain traction.
Enthusiasts say that products like corn grits milk tea combine regional culture with tea consumption, so they broaden ingredient boundaries and give the brand a unique memory point. That makes it instantly addictive.
Critics, however, argue that excessive pursuit of "outrageous" creativity might deviate too far from the essence of tea drinks, and the 18 yuan price far exceeds the perceived value of traditional corn grits porridge.
So, if the taste and experience don't measure up to expectations, it might end up as just a short-term marketing gimmick, they say.
And so there you have it. Guiyang, Guangde and Shenyang showcase three different food-first landscapes, all shaped by the combined forces of social media platforms that map desire, young consumers who value authenticity and want to share and local actors, including vendors, cafes, governments and brands, which respond fast to demand.
For planners, the lesson is clear. Food can be a gateway to a city or a region, but lasting success depends on infrastructure, transparent supply chains and preserving the sensory and social ties that make a dish worth traveling to taste.
