The Tianshui Malatang Has Become a New Cultural Tourism Development
Model in China

Recently, a culinary storm has been ignited by Malatang, or we can call it spicy hot pot from Tianshui, Gansu Province, which is sweeping across various social media platforms. Its unique combination of spiciness and rich local flavors has captivated countless food enthusiasts. As the buzz around Tianshui's spicy hot pot continues to grow, this ancient city has quickly become a pilgrimage site for food lovers.

In order to continuously support this food craze, the relevant departments of Tianshui City have collaborated with sister cities within the province to contribute to the thriving development of the spicy hot pot industry. The municipal government of Tianshui has established a dedicated task force, which has successfully attracted numerous investors and tourists through hosting a series of food festivals and implementing various preferential policies. Furthermore, through close collaboration with local catering enterprises, there is not only an unwavering pursuit for excellence in dish quality but also a comprehensive upgrade in service standards, significantly enhancing the market competitiveness of Tianshui's spicy hot pot.

Due to its unique geographical location, Tianshui, a small "third-tier" city, has given rise to exceptional cuisine. This phenomenon is both accidental and inevitable.

The Chinese prickly ash grown in Tianshui is larger and more abundant than those from other regions, with a vibrant color, thick and plump shells that emit a strong aroma, and a rich full-bodied taste that infuses the soul of Tianshui Malatang.The oil-splashed spicy chili flakes are another highlight of Tianshui's spicy hot pot. Tianshui's oil-splashed chili flakes prioritize fragrance; they have a perfect balance of spiciness and aroma. With over 400 years of cultivation history in Gangu County, the chili peppers boast bright colors and thick flesh with slender strips and even wrinkles. The intense spiciness carries enticing aroma while offering various benefits such as stimulating appetite, aiding digestion, and promoting skin health.

Behind the popularity of Tianshui spicy hot pot lies a “traffic code” that not only includes high-quality ingredients and delicious flavors but also closely intertwines with the historical culture of Tianshui and the efforts made by the local government.

Tianshui is the hometown of cultural ancestors Fuxi and Nüwa, a renowned city with a rich historical and cultural heritage, as well as an important trading port along the ancient Silk Road. The combination of its pristine natural environment and profound history and culture has given birth to a wide variety of distinctive local snacks that have stood the test of time for centuries

According to the information, TianShui City received a staggering 2.36 million tourists in just the first 20 days of March, achieving a comprehensive tourism revenue of 1.37 billion yuan, showing a significant year-on-year increase. On March 20th alone, it set a historical record with an influx of 177,000 visitors and generated tourism income of 105 million yuan, representing growth rates of 15.61% and 14.26%, respectively. Popular attractions such as Maiji Mountain and Fuxi Temple have experienced explosive surge in tourist numbers.

An excited tourist from Jiangxi, who had traveled a long distance, exclaimed, "I drove thousands of kilometers just to taste the spicy hot pot in Tianshui. The flavor here is absolutely amazing! Furthermore, the warm hospitality of the people in Tianshui has made me feel incredibly welcome."

In the eyes of volunteers in Tianshui Ancient City, spicy hot pot is not only a delicious dish but also a bridge that connects Tianshui with the outside world. "We hope that through the popularity of spicy hot pot, more people can learn about the culture and specialties of Tianshui and know that there are world-class attractions such as Fuxi Temple,Dadiwan site, and Maijishan Grottoes here," he said. "We look forward to seeing Tianshui become more prosperous and beautiful because of this（opportunity）."

In order to enhance tourists' experience, the Gansu Provincial Department of Culture and Tourism has taken swift action by launching a series of exciting activities. These include the “Foodie Festival,” which allows visitors to immerse themselves in the local culinary culture, as well as exhibitions showcasing TianShui's profound cultural heritage such as traditional drum performances and Gansu folk fire shows. These activities not only satisfy tourists' taste buds but also enable them to feel the unique cultural charm of TianShui while enjoying their times.

Besides,the Gansu Provincial Department of Culture and Tourism has cleverly integrated diverse local cultural elements into their initiatives. For instance, they have organized events like the "Rainbow Zhangye" cultural tourism promotion event and showcased artistic performances that highlight both Tianshui's spicy hot pot tradition and Gannan ethnic style. As a result, visitors are treated to an immersive experience that delights their eyes and taste buds simultaneously. These measures not only improve visitor satisfaction but also infuse fresh cultural energy into Tianshui's tourism industry.

In the context of the burgeoning 'foodie economy' playing an increasingly pivotal role in local economic development, the success of Tianshui Malatang undoubtedly offers novel ideas and exemplars for cultural tourism development in Gansu Province and beyond. With concerted efforts from all stakeholders, it is firmly believed that Tianshui Spicy Hot Pot will continue to sustain its popularity, not only presenting fresh growth opportunities for Gansu's tourism industry but also heralding a new era in the evolution of this ancient city of Tianshui.（MuLulu）