Taizhou's Haitangchun wins third straight Jiangsu breakfast championship

The booth of Haitangchun attracts many visitors eager to sample the dishes. [Photo/Taizhou Daily]

Taizhou's renowned breakfast brand Haitangchun has claimed its third consecutive title at the Third Jiangsu Breakfast Competition, reaffirming the city's reputation as one of the province's premier destinations for traditional morning cuisine.

Held from July 10 to 12, the competition brought together more than 50 leading breakfast brands from across Jiangsu province. Haitangchun claimed first place in all three judging categories: sales performance, expert evaluation and public voting.

According to Haitangchun's general manager Yuan Haijun, the three consecutive victories reflect the team's long-term commitment to preserving authentic Taizhou flavors.

To recreate the city's signature breakfast experience for visitors in Nanjing, the restaurant dispatched two dedicated vehicles from Taizhou every morning to deliver fresh ingredients, including free-range hens, fresh fish and shredded dried tofu. Intangible cultural heritage inheritors were stationed throughout the event to prepare dishes by hand and oversee every step of production, ensuring specialties such as fish soup noodles, handmade sesame pastries, dried tofu, braised pork knuckle and Haitangchun Rain Tea matched the quality and taste served in the restaurant's hometown outlets.

The competition also marked the debut of several new products that combine traditional culinary craftsmanship with innovative recipes. Among the highlights were sesame oil noodles, praised for their rich local sesame oil aroma and springy texture, and an upgraded handmade sesame pastry featuring crisp, flaky layers.

Over the three-day event, Haitangchun recorded 3,310 transactions and generated more than 240,000 yuan (about $35,000) in sales.

The event also generated strong interest from investors and franchise operators seeking partnership opportunities.