InterContinental Launches “Blossom the Incredible” to Highlight Cultural Dining and Travel Experiences
This summer, InterContinental is introducing “Blossom the Incredible” in Greater China, a program designed to bring cultural dining and travel experiences to guests. The brand has invited model, actor, and television host Ms. Li Ai to serve as a cultural tastemaker. These curating activities connect food, culture, and storytelling under the theme of “Incredible Occasions.”
The program launched on August 26 at InterContinental Xi’an Hi-Tech Zone with a cultural dinner led by Ms. Li Ai. Ten InterContinental chefs and mixologists from across Greater China collaborated to create a multi-course menu inspired by ten cities, reflecting local flavours and culinary traditions. Dishes ranged from Xi’an’s charcoal-grilled lamb tenderloin to Sanya’s seafood creations and Chongqing’s Sichuan pepper-infused chocolate cake, each designed to reflect the character of its origin.
Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China, said: “InterContinental has long been part of many meaningful travel moments. With ‘Blossom the Incredible,’ we aim to bring food and culture together in ways that connect with our guests. Collaborating with Ms. Li Ai allows us to further highlight local stories and traditions.”
Ms. Li Ai shared: “For me, travel is not only about destinations but about the moments and stories along the way. Through this collaboration, I hope to share authentic encounters that add depth and emotion to the journey.”
Dining as a Central Experience
InterContinental has also introduced refreshed dining offerings across Greater China. A new breakfast program, “Ten Cities, Ten Flavours,” features regional specialities and local ingredients, blending traditional recipes with contemporary wellness trends.
The upgraded Club InterContinental experience now offers all-day dining, featuring Chinese sparkling teas, regional noodle dishes, and claypot congee, alongside light meals and desserts tailored to various times of the day.
Jerome Qiu, Chief Operating Officer, IHG Greater China, said: “Within our luxury and lifestyle portfolio, dining continues to be an important part of the guest journey. By combining local culinary traditions with new formats, InterContinental aims to provide meaningful dining experiences that reflect culture and place.”
This year also marks the 50th anniversary of IHG’s presence in Greater China. InterContinental currently operates 61 hotels across the region, with 32 more in development.
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