5000多件“山东好品”圈粉外交部 Over 5,000 Shandong Products Shine at the Foreign Ministry Fair in Beijing

粽叶飘香迎端午，齐鲁好品耀京华。2026年6月3日至4日，由外交部机关及驻外机构服务中心与山东省人民政府外事办公室联合主办、山东南郊集团承办的“齐鲁集韵·粽享好品”外交部端午大集在北京悠唐体育馆隆重举行。本次活动聚焦“外事为民、赋能产业”，来自山东16市的42家知名企业携500大类5000余种特色好品齐聚京城，为端午佳节增添了浓郁的齐鲁韵味。

On June 3 to 4, the Foreign Ministry's Duanwu Festival Fair, "Qilu Fair · Good Products for Duanwu Festival," was held at U-Town Sports Center in Beijing. Co-hosted by the Service Center for the Foreign Ministry and Its Overseas Missions and the Foreign Affairs Office of Shandong Provincial People’s Government and supported by Shandong NanJiao Group, the event follows the philosophy of foreign affairs serving industries and benefiting the public. A total of 42 well-known enterprises from all 16 prefecture-level cities of Shandong Province brought over 5,000 varieties of products falling into 500 categories to Beijing, filling the Duanwu Festival holiday with distinctive Qilu cultural vibes.

本次端午大集紧扣端午民俗与山东特色，青岛啤酒、张裕集团、华熙生物等山东品牌带着当家产品纷纷亮相，展品涵盖美妆护肤、酒水饮品、粮油调味、非遗美食、家居家纺、文创礼品、滋补养生、生鲜食材等品类，兼顾传统风味与潮流好物、日常刚需与高端精品，全方位展现山东产业实力与匠心底蕴。现场设置了“泉城济南”“海韵青岛”“齐风淄博”“古韵枣庄”等16个城市主题展区，每个展区融合地标文化与城市特色，营造出浓厚的齐鲁风情。

Integrating traditional Duanwu customs with local Shandong characteristics, the fair gathers famous Shandong brands, including Tsingtao Brewery, Changyu Wine, and Bloomage Biotechnology. Exhibits included cosmetics and skincare, alcohol and beverages, grain and condiments, intangible cultural heritage food, textiles, cultural and creative gifts, healthcare, and fresh food, covering daily necessities and high-end premium goods as well as trendy and traditional items to fully display Shandong’s industrial strength and the essence of craftsmanship. Sixteen city-themed exhibition zones, respectively representing Jinan, Qingdao, Zibo, Zaozhuang, and other Shandong cities, are laid out across the venue, each decorated with local landmark elements and regional features.

在为期两天的大集中，琳琅满目的商品均以显著的“大集折扣价”惠民销售，真正实现了“优质优价”，吸引了大量外交部职工及周边市民前来选购。活动现场人头攒动、氛围热烈，咨询、洽谈采购络绎不绝，沉浸式感受山东好物的魅力与端午佳节的浓厚氛围。

During the two-day fair, commodities are sold at “discounted fair prices”, drawing a large number of MFA staff and nearby residents. The hustle and bustle atmosphere in the fair allowed visitors to immerse themselves in Shandong good products and the rich atmosphere of Duanwu Festival.

本次大集不仅是美食的聚集地，更是山东制造业与非遗文化的展示窗。在“老字号”展区，德州窑红绿彩的“大俗大雅”、玉堂酱园的“货真价实”、周村烧饼的“酥香薄脆”等百年技艺将悉数亮相。这些承载着历史记忆的品牌，正通过现代化的包装与营销焕发新生。在“新国货”与“文创”展区，科技感与时尚感扑面而来。华熙生物与凌博士带来的玻尿酸护肤科技、辛化硅胶的全球领先猫砂技术等，展示了山东产业的“硬核”实力。而山东博物馆、“泉城好礼”、“啤酒盲盒”等文创产品，将“一山一水一圣人”的文化IP转化为兼具创意与实用性的文创商品，让消费者在购物中深切感受到深厚的齐鲁文化底蕴。

The fair was not only a gathering platform for gourmet food, but also a showcase window for Shandong’s manufacturing industry and intangible cultural heritage. In the “Time-Honored Brands” exhibition area, century-old craftsmanship was on full display, including the red and green porcelain of Dezhou Kiln, the high-quality Yutang Sauce-Pickle, and the “crisp, fragrant, thin, and crunchy” Zhoucun crispy biscuits. These brands, carrying deep historical memories, are being revitalized through modern packaging and marketing. In the “New Domestic Products” and “Cultural and Creative Product” exhibition area, you can feel a strong sense of technology and fashion. The hyaluronic acid skincare technology brought by Bloomage Biotech and Prof. Ling, along with Sinchem’s globally leading cat litter technology, demonstrated the “hardcore” strength of Shandong’s industries. Meanwhile, cultural and creative products from the Shandong Museum, “Gifts from the City of the Springs,” and beer blind boxes transformed the cultural IP of “One Mountain, One River, One Sage” into merchandise that is both creative and practical. Consumers can deeply feel the profound Qilu cultural heritage while shopping.

消费者在现场纷纷点赞：“大集上不仅有山东的大樱桃、阿胶、酱菜，还有文创、护肤品、宠物食品，品类太丰富了，逛一圈就能把山东的好东西带回家。”

Consumers at the event give thumbs up to Shandong goods: “There are big cherries, donkey-hide gelatin, pickles, as well as cultural and creative products, skincare items, and pet food at the fair. So many varieties, just take a stroll around and we can bring back home all the best of Shandong products.”

此次大集不仅是“好品山东”品牌形象的一次立体化、沉浸式展示，更是“外事服务经济”理念的生动体现。通过外交部的平台渠道，山东好品正以更加开放、专业的姿态，走进更多人的视野，走向更广阔的国际市场。活动现场，多家企业与外交系统采购单位达成初步合作意向，部分产品被纳入外交部物资供应库，为后续“出海”打下坚实基础。

This fair was more than an immersive showcase of the “All products in Shandong” brand image; it was also a vivid embodiment of the concept of “foreign affairs serving the economy”. Through the platforms of the Ministry of Foreign Affairs, Remarkable Shandong is known by more people and heading towards broader international markets with a more open and professional posture. At the event, several enterprises reached preliminary cooperation intentions with procurement units of the diplomatic service system, and some products were included in the MFA’s material supply database, laying a solid foundation for subsequently “going global”.

“外交部端午大集”的成功举办，是山东省依托国家级外事平台，集中推介区域公共品牌、助力企业拓展市场的又一有力举措。以端午佳节为契机，既为山东优质企业搭建对外展示、产销对接的优质平台，推动山东好品走向国际市场，也借外交部平台传播齐鲁文化，让海内外友人在品味山东好物、感受端午民俗的过程中，读懂齐鲁大地的匠心传承与文化底蕴。

The Foreign Ministry’s Duanwu Festival Fair is another robust move for Shandong Province to leverage a national-level foreign affairs platform to promote regional public brands and help enterprises expand their markets. Taking the Duanwu Festival as an opportunity, the event not only built a high-quality platform for high-quality enterprises in Shandong to showcase themselves to the world and connect production and sales, but also spread Qilu culture with the platform of MFA. While savoring the Shandong good products and experiencing the folk customs of the Duanwu Festival, friends at home and abroad have come to understand the craftsmanship inheritance and cultural heritage of Shandong Province.

大众新闻·齐鲁壹点记者 王娟 时海侠 王晓莹 实习生 崔语卿 李璀瑶