InterContinental Hotels Group has launched its “Blossom the Incredible” campaign in Greater China, focusing on cultural immersion and culinary experiences for guests. The initiative was highlighted at an event on August 26 at InterContinental Xi’an Hi-Tech Zone, where model and television host Li Ai served as the brand’s cultural tastemaker.
The event featured a dinner with contributions from ten chefs and mixologists representing different regions of China. Each course was designed to reflect local flavors and traditions, presenting dishes inspired by cities such as Xi’an, Suzhou, Chengdu, Shenzhen, Sanya, Changsha, Guangzhou, Hong Kong, and Chongqing. The menu aimed to offer a sensory journey through regional Chinese cuisine.
Rita Jiang, Chief Commercial & Marketing Officer of IHG Greater China said: “InterContinental has long been a witness to countless shining moments. Through carefully designed, ritual-inspired experiences, we aim to evoke emotional resonance and transform every stay into an Incredible Occasion. We are delighted to collaborate with Ms. Li Ai as our cultural tastemaker, bringing food, culture and storytelling together to inspire the senses. This vividly reflects the warmth and craftsmanship of the InterContinental brand. Looking ahead, we will continue to explore new formats to deliver extraordinary experiences and timeless memories for our guests.”
Li Ai commented: “The meaning of travel is never just about arriving at a destination, it lies in those moments that touch the heart. I am grateful to experience inspiring local stories and cultural essence with InterContinental. To me, Incredible Occasions are not only carefully crafted experiences, but also authentic encounters with culture and emotions. Every story, every heartfelt exchange becomes part of a one-of-a-kind travel memory. It is often the fleeting, unplanned moments that prove most touching, and they make me treasure the timeless beauty of travel even more.”
As part of this campaign, InterContinental is updating its dining offerings across more than 60 hotels in Greater China by introducing regionally inspired breakfasts under its “Ten Cities, Ten Flavors” concept and upgrading its Club InterContinental lounges. The refreshed breakfast menu features specialties from various parts of China while integrating modern wellness trends.
Club InterContinental now offers an all-day experience including sparkling teas crafted using traditional methods combined with modern techniques as well as signature noodle dishes reflecting different Chinese cities’ culinary heritage. Throughout the day guests can enjoy light meals or desserts; evenings feature local claypot congee alongside herbal infusions.
Jerome Qiu, Chief Operating Officer for IHG Greater China stated: “At IHG, we are deeply committed to understanding the needs of Chinese travellers. Within our portfolio of luxury and lifestyle brands, dining plays a pivotal role in shaping memorable journeys. More than simply a meal, dining at InterContinental embodies brand values and cultural depth. Leveraging IHG’s global expertise and operational strength, InterContinental continues to blend local culture with innovation to deliver dining experiences that are both refined and distinctive. Here, culinary encounters become Incredible Occasions that linger in the heart.”
This year marks 50 years since IHG established its presence in Greater China; there are currently 61 open hotels in the region with plans for 32 additional properties underway.
For high-resolution images related to this event visit https://drive.google.com/drive/folders/1vwGiH5HmvzCAHhFmHSjyXSYjy0p8xIcp?usp=drive_link
