Yueji Travels the World: "Double Fly Land" connects the beef cattle industry chain Yueji co-creates the "Number One" Chinese cuisine

CNR Guangzhou, April 4—(Reporter Zhang Shunpeng) Amid the heat of “Guangdong Goods Going Global,” a cross-north-and-south industrial pairing spanning 3,000 kilometers is moving from blueprint to reality. On April 3, the Yueji online discussion clearly stated that, with Chaozhou as the platform, they will explore cross-provincial coordination of “Jilin breeding + Chaozhou processing,” so that “the best Chinese cuisine”—Chaoshan cuisine—can ride the momentum to become globally known.

“Production Enclave + Market Enclave”: Breaking Through Industry Bottlenecks

· Production Enclave: Jilin becomes Guangdong’s “front-loaded breeding warehouse,” delivering a stable supply of high-quality cattle sources.

· Market Enclave: Guangdong becomes a “brand exhibition and sales enclave” for Jilin beef cattle, using the global influence of Chaoshan hotpot to feed back origin value.

This model precisely addresses four major pain points in the beef cattle industry: unstable sources of supply, difficulty in controlling quality, reliance on brokers, and uneven distribution of benefits. With digital traceability, direct connections with state-owned enterprises, private-company profit sharing, and third-party settlement, market-based mechanisms turn the production region and the sales region into a community of shared interests.

A Naturally “Golden Combination”: Jilin Cattle Sources + Guangdong Market

Market laws determine that cooperation is inevitable.

Jilin: the core production area for Angus beef cattle, with more than 7.4 million head expected to be slaughtered in 2025. Major players including Haoyue, Chengkai Jinniu, Jiyun Agriculture, Yanbian Animal Husbandry, and others have gathered there, with sufficient capacity and strong quality.

Guangdong: the largest beef-consuming province in China, with annual demand exceeding 1 million tons. Chaoshan beef hotpot is renowned worldwide. Only Chaofa, for example, has 146 stores in the Greater Bay Area, consuming 150,000 head of beef cattle annually.

“Jilin has cattle, Guangdong has pots”—this pairing naturally resolves the mismatch of “selling cattle is hard in the north” and “buying cattle is expensive in the south.” Chaozhou enterprises such as Muni Foods, Guangji Agriculture, and Brothers Catering are eager to directly procure high-quality Jilin yellow cattle sources. Jiyun Agriculture and Haoyue Group also commit to providing stable, traceable cattle sources and front-loaded processing services.

“Four Shareds” + Two-Way Enclaves: From Traditional Trading to Community Operation

The rapid implementation of the Yueji cooperation depends on the solid foundation of “Four Shareds”: shared resources, shared standards, shared channels, and shared brands.

· Shared Resources: Jilin provides cattle sources, land, and breeding capacity; Guangdong provides processing technology, cold-chain networks, and terminal stores.

· Shared Standards: unified standards for live cattle transport, slaughtering and cutting, and pre-prepared dish processing to ensure that “Jilin cattle” can seamlessly become “Chaoshan flavor.”

· Shared Channels: Haoyue Group serves as the “front-loaded processing warehouse” for Guangdong enterprises; Chaofa and Brothers Catering open their Greater Bay Area store networks in Jilin.

· Shared Brand: co-create the “Yueji Lian” brand, focusing on “Good Jilin Beef, Great Chaoshan Taste,” so that the production region and the sales region share brand premium value.

Ideas Collide, Sparks Shine

Chen Dong, Deputy Director of the Guangdong Provincial Department of Agriculture and Rural Affairs, proposed that the work should be made concrete, tangible, and project-based—so that there is one clear goal, one set of plans, a batch of main entities, a batch of institutions, one platform, a batch of products, a batch of AI tools, one industry chain, and one set of policies. Chen believes: “Jilin’s livestock resources are needed by Chaozhou, and also needed by Guangdong. We should rely on the ‘Four Shareds’ of market, production, R&D innovation, and warehouse-logistics, to create Yueji’s ‘market enclave’ and ‘production enclave’ and realize ‘Going Global’ for Yueji.”

Bao Qingchun, Director of the Jilin Provincial Animal Husbandry Administration, said that the mature models from Zhejiang can be directly replicated. They will use Chaozhou as a national model, and at the “Three Expos” complete framework signings at four levels—province, city, county, and enterprises—while providing three flexible models: direct links with state-owned enterprises, profit sharing with private enterprises, and third-party settlement, relying on a digital platform for end-to-end traceability.

Cai Danqun, Mayor of Chaozhou, stated clearly: they will uphold “government with initiative and the market with effectiveness.” The government will focus on policy support and platform building, while enterprises will focus on tackling transportation and distribution difficulties and boldly innovating cooperation models.

Co-Created Brands: Targeting “China’s No. 1 Chinese Cuisine”—‘Good Jilin Beef, Great Chaoshan Taste’”

Ultimately, cooperation must land on the consumer end. The Yueji sides plan to jointly build the “Yueji Lian” brand, using breakout products such as co-branded beef balls and Chaoshan hotpot meal sets. They will leverage industry-standard building and “Media+” communication to closely bind Jilin’s high-quality cattle sources with Chaoshan’s cooking skills and brand momentum.

A person in charge related to Yanbian Animal Husbandry said their beef, which is comparable to Japanese Wagyu, is willing to connect with high-end Chaoshan hotpot formats. Brothers Catering, a long-established Chaozhou brand, proactively proposed: jointly establish a live cattle trading center and jointly develop co-branded beef products.

Three-Pronged Exploration to Promote Industrial Upgrading

As the Dongguan “Three Expos” approach, the Yueji sides will carry out a series of production-and-sales matching activities. Yan Liang from Southern Rural News believes this exploration has three demonstration implications:

1. Breaking geographical barriers: optimizing north-south resource allocation with the “production enclave + market enclave,” and facilitating a large-scale domestic beef cattle cycle.

2. Innovating collaboration mechanisms: using “four shareds” and market-based settlement to address the difficult issue of benefit distribution in cross-provincial cooperation.

3. Promoting industrial upgrading: shifting Jilin from “raising and selling what we raise” to “order-based customization,” and shifting Guangdong from “relying on brokers” to a stable, controllable supply chain.

Guided by market laws, small entry points can drive big industries. The Yueji “enclave joint operation” model not only injects new momentum into high-quality development of the beef cattle industries in both regions, but also provides a replicable and scalable practical exploration for the transformation and upgrading of China’s beef cattle industry and for revitalizing cross-regional rural industries.