People make zongzi at the booth. [Photo/taizhou.com.cn]

Taizhou in Zhejiang province is setting an ambitious goal to reach 80 million yuan ($11 million) in direct sales from advertising-driven agricultural promotions in 2025, transforming local specialties into national hits via a multi-pronged strategy.

In a recent event, live-streamers taught 113,000 viewers about fishing and making seafood zongzi, a traditional Chinese delicacy made of glutinous rice wrapped in bamboo leaves, resulting in sales of over 4,500 seafood zongzi and revenue exceeding 70,000 yuan.

Offline, pop-ups and flash stores at city malls connected consumers directly with local farmers and artisans, achieving over 13,000 yuan in sales.

The city is also investing in talent. A total of 17 people recruited by the Taizhou municipal of market regulation — ranging from local farmers and online influencers to intangible cultural heritage inheritors — now represent the city's agricultural charm. Training programs for new farmers and partnerships are further boosting digital literacy and market access.

With a growing product library of 51 signature items like Huangyan tangerines and Sanmen crabs, Taizhou flavour are promoted to nationwide. Taizhou's strategy isn't just about sales — it's about cultural transmission and sustainable rural prosperity.