From bustling New Year goods markets filled with rich aromas to intangible cultural heritage workshops steeped in the scent of tea, from samples held by deputies to the Guangdong Provincial People's Congress and members of the provincial CPPCC embodying homesickness and craftsmanship to forward-looking proposals such as "digital maps" and "AI micro-dramas," this is not merely a discussion about "Guangdong-made products," it is an in-depth dialogue on cultural inheritance, industrial integration, and the pulse of the times.

In 2026, the campaign"Guangdong Goods Global Reach" was included in the Guangdong Provincial Government Work Report for the first time. This year, Guangdong plans to step up efforts to build the market image of "Better Life, Made in Guangdong," rolling out multi-dimensional promotional activities under the campaign "Guangdong Goods Global Reach."

Beneath the Cantonese-style qilou (traditional arcade-houses) adorned with spring couplets and red lanterns, stalls selling mushrooms, dried seafood, and roasted nuts are crowded with citizens and tourists. Facing foreign visitors, shop owners enthusiastically introduce their goods in English. Those few simple English words translate into the three Cantonese words locals love to say—"peng, leng, zeng," meaning "good price, good quality, and good value."

Taking advantage of the Chinese New Year shopping season, Guangdong is extending the subtle warmth of Lingnan life to every corner of the world. Xia Yang, the vice president of the New Zealand Guangdong Chamber of Commerce, emphasized that letting Guangdong-made products take root overseas with cultural warmth, and that the strength of overseas Chinese communities can serve as a bridge for economic and trade ties between China and the rest of the world. He also told the reporters about the overseas performance of popular Guangdong-made products such as lap mei (cured meats) and pre-made Chinese New Year dishes.

Xia added that Guangdong-made products represent the nostalgic taste of hometown etched in the memories of overseas Guangdong entrepreneurs, and that such affection naturally drives consumption. At the same time, there are over 30 million overseas Guangdong entrepreneurs. If each of them encourages five others to experience the culture behind Guangdong-made products, it will unlock enormous potential for cultural and tourism consumption. He hopes that Guangdong-made products will become a bridge connecting overseas consumers with Guangdong's cultural and tourism resources, further promoting the deep integration of culture and tourism.

“文化广货”香飘四海，行天下靠什么？

从香气四溢的年货市集，到茶香氤氲的非遗工坊；从广东省两会代表委员手中承载着乡愁与技艺的样品，到建言里指向未来的“数字地图”与“AI短剧”。这不仅是一场关于“广货”的讨论，更是一次关于文化传承、产业融合与时代脉搏的深度对话。

2026年，“广货行天下”首次被写入省政府工作报告。这一年，广东将全力塑造“美好生活、广东制造”的市场形象，立体化开展“广货行天下”推介活动。

在装点着挥春与红灯笼的广式骑楼下，菇菌海味、坚果炒货铺前挤满了选购的市民与游客。面对碧眼金发的外国游客，店主用英语热情介绍自家货品，最简单的几个单词，翻译过来是常挂嘴边的三个字——“平靓正”。

借着年货采办的契机，广东将岭南生活的细腻与温度传递至世界各个角落。“让‘广货’带着文化温度扎根海外，让侨力成为中外经贸纽带。”新西兰粤商会副会长夏阳向记者介绍了腊味、预制年菜等“爆款广货”的海外实绩。

夏阳说，“广货”是众多海外粤商刻在记忆里的家乡味道，偏爱便能带动消费；另一方面，海外有3000多万名粤商，“如果每人带动5人体验‘广货’文化，将形成庞大的文旅消费潜力。”他期待“广货”成为连接海外消费者与广东文旅资源的桥梁，进一步推动文旅深度融合。

文 | 记者 梁善茵 何文涛
译丨郑奕玲
英文审校丨赵凡