Taichung's hot pot and BBQ culture is going global! Launched by Mayor Lu Shiow-yen in 2023, the Taichung Pot & BBQ Festival has grown over four editions into an international event. Partnering with foreign representatives from South Korea, India, Italy, and Thailand to join the promotion and using innovative marketing, the festival has won multiple global awards, cementing Taichung’s title as the "Capital of Hot Pot and BBQ."

To date, the festival has accumulated over 2,000 entries and 20 million votes. Taichung's food and beverage sales grew from NT$93.6 billion in 2022 to NT$123.3 billion in 2025—up nearly NT$30 billion. This turns local charm into a globally recognized brand. Following this momentum, the Ministry of Economic Affairs launched the "Premium Hot Pot Carnival" in 2024. Starting with Taichung building a city brand around hot pot and BBQ, the central government actively responded to the trend, highlighting the strong market potential of the hot pot and BBQ industry.

The festival sparked citywide excitement, with winners actively self-promoting. Sanrimitsuki Kappo Hotpot(Gold Vegetarian Award, 1st place) and Tsukimisatoyama Charcoal Yakiniku (Gold BBQ Award, 2nd place) hung giant billboards outside, while Van Jo Ao Hot Pot, 12 Sukiyaki (Taiping Branch), and Ma Shang Lai Stinky Tofu Hot Pot displayed life-sized cutouts of Mayor Lu, banners, and posters inside. Umai even held a raffle for Taichung–Korea flight tickets. Across streets and alleys, rich aromas, bubbling broth, and laughter filled the city, showing booming business and a lively atmosphere.

The Economic Development Bureau noted that Taichung has a rich mix of chains and alleyway gems. To boost slow summer sales, the city created the festival, turning the off-season into peak promotion. The event has achieved district-wide coverage for three straight years and drawn over 600 businesses for two consecutive years.

The festival keeps innovating. Starting in 2025, foreign representatives starred in promo videos exceeding 200,000 views each. Mr. Narong Boonsatheanwong of the Thailand Trade and Economic Office praised Taichung as "Taiwan's Kitchen." The festival also added a "Vegetarian Category" to reflect market diversity.

This year, the festival partnered with the popular TV show The Hunger Games and introduced a dual-track system: "Popular Voting" and "Professional Evaluation." Judges from the U.S., Japan, Spain, Hong Kong, and local experts helped balance consumer taste with culinary excellence, giving hidden-gem eateries a chance to shine.

The Bureau added that the festival won international acclaim, including the U.S. TITAN Innovation Award and a Gold Stevie Award at the International Business Awards, evolving from a simple promotion into a recognized global city brand.

To sustain momentum, the Bureau's official website now offers winning store listings in Chinese, English, and Japanese. Moving forward, the city will integrate dining with tourism to extend the festival's impact year-round, inviting more visitors to taste Taichung and drive economic growth.

For the full list of winning restaurants, please visit: https://www.economic.taichung.gov.tw/3379979/Lpsimplelist.