Alibaba has launched a food recommendation platform called Foodie Notes (吃货笔记) which enables users to share food content with recommendations. Posts can include graphics, text, and short videos, similar to its competitors Xiaohongshu and top food review platform Dazhong Dianping.
The platform’s release coincides with China’s Foodie Festival which takes place on 17 May because the pronunciation of 517 (wǔ yī qī) sounds like “I want to eat” (wǒ yào chī). The first Foodie Festival was launched by Baidu Nuomi, the search engine’s local life service platform, in 2014. Since then, a number of food retailers, and e-commerce and delivery platforms have taken part in the annual festival by offering discounts to consumers.
This year, brands including, KFC, Mondelēz, Tmall food, Taobao Live, Stride and Midea, have participated in the festival. KFC encouraged users to share and tag pictures of their KFC meals on Weibo with the hashtag “#KFC food jingli” (#KFC吃货锦鲤#) to be in with a chance of winning a food package worth 777 RMB.