Tang Li

654030846@qq.com

THE French Bread Festival (La Fête du Pain), launched Friday at The Langham, Shenzhen in Futian District, brought together renowned French companies and local French-style bakeries. Attendees indulged in a variety of French breads, cheeses, wines, and other delicacies while learning about the history and craftsmanship behind France’s iconic baked goods.

Since launching in 2005, the festival has been co-hosted by Business France and Lesaffre China. It is typically held in Shanghai and one other Chinese city each year. This was the event’s first-ever edition in Shenzhen.

Bakeries and enterprises spanning Shanghai and Zhejiang, Heilongjiang, Shaanxi, and Guangdong provinces took part in the event. Their meticulously crafted, soft, flavorful breads garnered unanimous praise from the panel of judges.

On June 3, the festival in Shanghai announced its top honor and individual category winners, with the Xi’an-based C’EST LA VIE bakery receiving the prestigious 2025 Grand Prize.

At Friday’s Shenzhen gathering, four local French-style bakeries — Olé Bakery, Rose & Cabin, AvecToi Bakery, and Seoi6 Bakehouse — were awarded certificates of honor in recognition of their dedication to authentic French baking.

Sylvain Fourrière, French consul general in Guangzhou, remarked, “France is world-renowned for its unique baking techniques that have been passed down through generations. The baguette and croissant, recognized by UNESCO as intangible cultural heritage, have become symbols of our tradition. Tonight’s showcase of bakery products collectively testifies to the excellence of French artisans and producers, making French baking one of the most creative and innovative culinary fields.”

The festival not only serves as an important platform for Franco-Chinese bakers to exchange experience and foster innovation, but also brings genuine French flavors directly to Chinese consumers.

Changing consumer habits are driving continuous innovation and transformation in the baking industry, which is evident through the blending of traditional craftsmanship with modern technology to elevate product quality.

During the event, French companies engaged with Chinese suppliers, delivering authentic French baked goods to the Chinese market while opening new avenues for premium French ingredients and brands in China.

Fourrière added, “The French Bread Festival aims to promote French baking techniques among Chinese bakers by highlighting local bakeries that use French raw materials and equipment as well as French-style bread-making methods. This not only raises the profile of Franco-Chinese import enterprises but also closely connects professionals within this vibrant, rapidly evolving sector.”