New products of “Juancheng”, a brand of Pixian thick broad-bean sauce in Sichuan province, were debuted at the 3rd World Chefs’ Art Festival·China International Catering Trade Expo at the China International Exhibition Center in Beijing on June 26.

The release conference of the new products aims to improve the brand image of “Juancheng” and strengthen its competitiveness and market share.

Pixian thick broad-bean sauce is a national-level intangible cultural heritage as well as the core product of Sichuan Pixian Douban Co Ltd.

The new products exhibited at the expo attracted much attention of Jingdong Cloud headquarter. The broad-bean dipping powder, one item in the series of products, successfully launched a crowd-funding activity via the Jingdong platform and is expected to achieve one million yuan.

The activity was broadcast live, and many audience members showed their deep interest in the products.

Officials and representatives attend the event including Yang Liu, president of the World Federation of the Chinese Catering Industry, Li Yang, head of the Liaison Office of Pidu district at Beijing, Gao Xuenan, general manager of Jiyin Leasing, Wu Wei, CEO of China Brand website, and Sun Qi, deputy director of the business incubator of Jingdong Cloud.