ShanghaiMay 21, 2026 /PRNewswire/ — May 21 is the “World Day for Cultural Diversity for Dialogue and Development” established by UNESCO, aimed at promoting exchanges and mutual learning among civilizations and fostering the inheritance and development of cultural diversity. Recently, renowned seasoning brand Totole, in collaboration with EF Adult English Education, launched the “Taste of China: Show Off Your Chinese Flavor” themed challenge. Through the cross-border format of “food + language,” this initiative seeks to invigorate Chinese culinary culture in international exchanges.
From Product Export to Brand Expansion: Totole Advances International Strategy
In December 1993, Totole products were first exported to the United States and subsequently sold to countries such as Canada. At that time, Chinese seasonings were rarely seen on overseas supermarket shelves. Totole, almost as a pioneer, brought the savory aroma of Chinese kitchens across the Pacific. In 1999, Totole chicken bouillon entered the Hong Kong market, later expanding to Southeast Asia and Australia, extending the map of Chinese flavors from domestic markets to a broader world.
Currently, leveraging four key channels—catering, retail, e-commerce, and export—Totole products are sold to over 70 countries and regions worldwide, covering major markets in North America, Asia, Europe, Australia, and Africa. In 2023, Totole’s export business maintained double-digit growth, with international business growth exceeding 15% for the year. Among these, markets such as the U.S. and Indonesia achieved steady growth, while emerging markets like South Korea developed rapidly. The European Group BGS business also made breakthroughs in new channel development. In March 2024, Totole successfully entered major North American supermarkets like Walmart, further enhancing brand coverage in mainstream overseas retail channels. In 2025, Totole launched a mushroom bouillon-themed TVC in Indonesia’s core market, using more localized and impactful content to strengthen the brand’s influence in the local seasoning market.
Thanks to its outstanding performance across various aspects, Totole was once again listed among the “Top 500 Asian Brands” in 2024, ranking 359th in 2025. Relying on the group’s global resources, Totole is steadily advancing toward its goal of “wherever there are Chinese people, there is Totole,” while accelerating its transformation from a seasoning supplier to a comprehensive culinary solutions partner, meeting global consumers’ diverse demands for Chinese flavors with higher-quality products and services.
Using Food as a Bridge: Exploring New Paths for International Promotion of Chinese Culture
Totole’s internationalization journey has long transcended product trade itself. By participating in international food exhibitions, conducting localized overseas marketing, and launching multilingual product descriptions, Totole continues to explore ways to break cultural boundaries. The “Taste of China: Show Off Your Chinese Flavor” themed challenge, co-launched with global renowned English training institution EF Adult English, represents a significant attempt to promote Chinese culture internationally through the dual-drive model of “food + language.”
The event not only tests culinary skills but also encourages participants to confidently express themselves, distill the essence of Chinese flavors, and share their insights with the world. Contestants are required to submit videos in English, narrating the preparation and stories behind Chinese dishes, showcasing the cultural connotations and emotional connections behind Chinese cuisine. In this process, Totole’s “One Sauce, One Dish” product line lowers the cooking barrier, allowing participants to recreate authentic flavors without deep culinary expertise; EF Adult English provides professional language support, helping participants overcome expression obstacles.
Registration for the event opened in early May, with EF Adult English campuses nationwide simultaneously launching warm-up content such as food-themed English classes and cultural salons. Online video auditions will take place in June, ultimately selecting 15 contestants to advance. The national finals are expected to be held in Shanghai in July. At the finals, contestants will compete in a culinary king battle through a combination of personal cooking skills and English presentations, judged by Totole’s culinary team and EF Adult English, who will jointly select two national champions. The champions will receive rewards such as a dinner for two at an Asian luxury restaurant and a three-month extension of EF Adult English course benefits. From now until July 31, new students who consult and enroll in EF Adult English courses will also receive a triple gift package: a Totole seasoning set, an EF×Totole custom insulated meal bag, and a bilingual Chinese flavor recipe card.
On the occasion of the World Day for Cultural Diversity for Dialogue and Development, the cross-border collaboration between Totole and EF Adult English provides a vivid example of cultural dissemination in a globalized context. Through this cross-border event, more students are expected to overcome the dual barriers of culinary skills and language, telling the cultural stories behind Chinese cuisine with greater confidence, and helping Chinese flavors be seen, understood, and loved in a broader international context.