Located on the southeastern coast of China, Swatow is one of the core cities in the Chaoshan region. As one of China’s earliest port cities open to the outside world, Swatow boasts a profound multicultural heritage and unique Chaoshan characteristics, which are particularly reflected in its culinary delights.
Swatow’s cuisine is diverse, featuring traditional Chaoshan snacks such as beef meatballs, rice noodles, and oyster omelets, as well as popular fusion dishes that blend Chinese and Western flavors. This rich culinary culture not only attracts a large number of tourists but also highlights Swatow’s unique cultural heritage. Unlike Chaozhou, which positions its tourist attractions around “Chaozhou culture” as the main feature, Swatow’s food and culture exhibit greater openness and diversity. While preserving traditional Chaoshan culture, the city has integrated elements from both Eastern and Western influences, forming a distinctive urban character marked by inclusiveness and unique flavors.
However, with the increase in tourist numbers, Swatow’s cultural sites have actively introduced national chain brands such as McDonald’s and KFC. While the presence of these brands has improved infrastructure in these areas, it has also led to a trend of “placelessness” in many tourist spots, creating a conflict between cultural preservation and commercialization. In some cultural districts, streets and buildings that should showcase local characteristics are gradually being taken over by chain brands, diluting the authentic cultural atmosphere of these sites.
Although commercialization has brought economic benefits, this development model tends to obscure local characteristics and weaken the immersive experience for tourists. Traditional culture is gradually being diluted, and cultural sites are increasingly resembling “commercial plazas,” making it difficult to highlight Swatow’s unique urban charm. For site managers, striking a balance between commercialization and cultural preservation is a challenge that needs to be addressed.
In the process of cultural promotion, Swatow must avoid putting the cart before the horse, where excessive commercialization leads to the homogenization and loss of appeal of local culture. Therefore, the principle of prioritizing culture while adapting commerce should be upheld. Cultural elements must always remain the core of these sites. For instance, shop decorations can incorporate Chaoshan characteristics, or traditional local snacks can be featured prominently to prevent an overabundance of national chain brands from disrupting the authentic tourist experience. At the same time, efforts should be made to nurture local brands, such as handicraft shops and local snack stores, and reduce reliance on external chains. By setting up specialty stalls and offering incentives, these local brands can be encouraged to grow and secure a place in the tourist sites. To enhance cultural appeal, authentic cultural experiences such as traditional cultural displays and folk performances can be organized, effectively mitigating the homogenization issues caused by commercialization. Only by finding a balance between cultural promotion and commercialization can these sites achieve sustainable economic development while preserving their cultural distinctiveness.