Visual feast

"The comprehensive promotion of rural vitalization is a major plan for national development during the 14th Five-Year Plan (2021-25), and we need to produce more shows like New Taste of Fujian," Zhu says.

Tan Xuewen, researcher at Rural Development Institute, Chinese Academy of Social Sciences, says the documentary has both realistic and forward-looking meaning as it aims to promote sustainable development of agriculture.

"I'm surprised as a customer (of food) and as a viewer of the documentary to get to know about villagers' lives and empathize with them," Tan says.

He says to help rural vitalization, more farmers should be involved in local marketing and sales to help the agricultural industry develop.

Sheng Ruowei, chief editor of the National Humanity History magazine, says there are over 2,000 geographic identification products across the country.

"These products which exist in various natural environments and have different histories and cultural backgrounds are important resources for our country to transform from a large agricultural country to a strong agricultural country," he says.

He adds that the documentary will help the "national geographic identification products" to increase influence outside their origin places.