First encounter with China, and a love affair with its cuisine

In 2007, Luca Zhang, an 18-year-old Italian youth, embarked on his first journey to China, filled with boundless admiration for the ancient oriental land. At that time, he probably never anticipated that the cuisine of this land would become an inseparable passion in his life.

Upon his first arrival in China, Zhang Luka was deeply captivated by the wide variety of cuisines with diverse flavors. Steaming hot steamed buns on the street, fragrant roast duck, spicy and delicious Sichuan cuisine... Each dish brought him an unprecedented taste experience, immersing him in the delight.

In 2011, Luca Zhang arrived in the mountainous city of Chongqing. Surrounded by mountains and rivers, this city not only boasts a unique topography but also an unforgettable food culture. When he first faced the "red and fiery Chongqing hotpot laden with chili peppers," he was filled with shock. In Italy, chili peppers are usually just used as an embellishment to add a hint of color and a mild spicy flavor to dishes. However, in Chongqing hotpot, chili peppers play a central role as an indispensable compound seasoning.

The boiling red broth in the pot emitted a rich and mellow aroma, with various spices such as chili and Sichuan peppercorns blending together to form a unique and captivating scent, stimulating his olfactory nerves. The moment he took a bite, the spicy and numbing taste exploded in his mouth, and the intense irritation quickly spread from the tip of his tongue to the entire cavity, making his lips slightly numb yet irresistible. This unique taste experience was vastly different from any delicacy he had tasted before, and it gave him a new understanding of the use of Chinese chili peppers. From then on, Zhang Luka developed an indissoluble bond with Chinese cuisine, especially chili peppers.

Diplomatic career, budding love for cuisine

In 2013, Zhang Luka graduated from Peking University with excellent grades and outstanding language skills. He then joined the Italian Consulate General in Chongqing as the Director of the Commercial Section. In this position, he bears a significant mission, dedicated to building a bridge for diversified communication between China and Italy, and promoting exchanges and cooperation between the two countries in various fields such as economy, culture, and trade.

In his work, Zhang Luka always wears a crisp suit, with a professional and confident look in his eyes. He frequently shuttles between various business meetings and cultural exchange activities, accurately conveying the needs and wishes of both sides in fluent Chinese and Italian, silently contributing to the friendly cooperation between the two countries.

As Zhang Luka spends more and more time living in Chongqing, he has gradually adapted to the "no spicy food, no fun" lifestyle here. The hotpot restaurants scattered throughout the streets and alleys always emit a strong aroma, and the hot and spicy hotpot has become his favorite food in daily life. Besides hotpot, various spicy dishes such as skewers, Maoxuewang (a spicy hotpot dish), and spicy chicken also make him unable to resist.

Amidst his busy diplomatic work, Zhang Luka gradually became aware of his true inner interests. He recalled that during his studies in the UK, he had a strong interest in cooking and often experimented with making various delicacies in the kitchen. After coming to China, he was deeply fascinated by the rich and diverse food culture. He realized that food is not just a pleasure for the taste buds, but also a highly influential cultural exchange card. Through food, people can overcome language and cultural barriers, enhancing mutual understanding and friendship. Thus, a seed of cultural exchange through food was quietly planted in his heart and began to take root and sprout.

Resolutely transitioning and dedicating oneself to the spicy industry

The year 2017 marked a significant turning point in the life of Luca Zhang. During his years working at the Italian Consulate General in Chongqing, while he had achieved certain accomplishments in the diplomatic field, his deep-seated passion for food culture grew stronger. The urge to spread Chinese food culture also surged within him, gradually becoming an unignorable voice in his heart.

After careful consideration, Zhang Luka made a bold and firm decision - to give up his enviable diplomatic career and venture into the chili pepper business. This decision caused quite a stir at the time, as those around him were deeply surprised by his choice. After all, the identity of a diplomat is both prestigious and stable, while the entrepreneurial path is full of unknowns and risks. However, Zhang Luka had already had a clear goal and direction in mind. He firmly believed that he could carve out a niche for himself in the field of chili peppers and spread Chinese food culture to every corner of the world.

In order to realize his dream, Zhang Luka first established a cultural and creative company named "Sino-Italian Crossover". This company embodies his unique understanding and creativity of chili pepper culture, and is primarily engaged in the design, research and development, and sales of chili pepper-themed cultural and creative products. Within the company, Zhang Luka fully utilizes his creativity and talent, collaborating closely with Italian artists. They take chili peppers as their inspiration, skillfully incorporating chili pepper elements into various cultural and creative products.

On each vibrantly colored scarf, there is an intricate embroidered pattern of chili peppers, as if each stitch and thread is telling a story about chili peppers. On the delicate cuffs, small embroidered chili peppers add a unique charm to the clothing. The chili pepper prints on ties and bowties have become fashion symbols for men to showcase their personality and taste. Besides wearable cultural and creative products, there are also chili pepper sculptures in various shapes, abstract or realistic, that showcase the charm of chili peppers in a unique artistic language. Exquisite prints combine chili peppers with traditional Chinese cultural elements, creating a distinctive artistic atmosphere. These cultural and creative products can not only be worn as fashionable accessories but also placed in homes for people to admire, becoming highlights of home decoration. Currently, the cultural and creative derivatives of the "Huayi Zhi Jiao" company have developed more than 50 varieties, each embodying Zhang Lukang's love and dedication to chili pepper culture. They are like small windows, allowing more people to understand the rich cultural connotations behind chili peppers through these windows, and also making this ordinary ingredient, chili pepper, shine with unique artistic brilliance.

Delve deeply into business opportunities, and take spicy sauce to the global market

Establishing a cultural and creative company was just the first step for Zhang Luka to spread chili culture. In his mind, food is the core, and chili, as an indispensable element in food, holds enormous commercial potential. Therefore, in 2017, Zhang Luka frequently frequented scientific research laboratories and immersed himself in in-depth research on chili.

In the laboratory, Zhang Luka, like a meticulous scientist, conducted detailed analysis and research on the properties, spiciness, and characteristics of chili peppers. He consulted a vast amount of information to understand the growth environment, nutritional value, and flavor characteristics of different varieties of chili peppers. At the same time, he also collaborated with professional food scientists and seasoning masters to jointly explore the application and innovation of chili peppers in food processing.

Through research, Zhang Luka keenly identified the issues with China's chili pepper exports - they are mainly exported in semi-finished form, failing to fully leverage the value of chili peppers. He was well aware that increasing added value was the best way to realize the commercial value of chili peppers. Therefore, he decided to develop a chili pepper product tailored for the Western market, based on Western consumption habits.

After hundreds of attempts and adjustments, Zhang Lukang finally developed a unique instant chili sauce and founded the ChinEAT brand. "The name ChinEAT is a combination of China and EAT, which literally translates to 'Chinese Eating'. I hope that through this brand, people all over the world can taste the authentic Chinese flavor," Zhang Lukang proudly introduced.

The ChinEAT chili sauce brand boasts seven signature products, including "Chongqing Spicy Sauce", "Sichuan-style Douban Hot Sauce", "Kung Pao Sauce", "Chili Red Oil", and "Barbecue Chili Powder". Each product is carefully blended, utilizing high-quality chili peppers and other ingredients from various regions of China. By combining unique formulas and production techniques, they fully showcase the rich flavor and charm of Chinese chili peppers. To cater to different consumers' spiciness preferences, Zhang Luka has also categorized the chili sauce into different levels of spiciness, including 0°, 12°, 36°, 45°, 52°, and 65°, allowing foreigners to choose freely based on their tolerance for spice.

"Chongqing Spicy Sauce" is primarily made from Chongqing chili peppers, combined with various spices such as Sichuan peppercorns, delivering a rich and mellow spicy flavor that transports you to the streets and alleys of Chongqing, experiencing the fiery passion of the mountain city's hotpot. "Sichuan-style Douban Spicy Sauce" is crafted from high-quality broad beans and chili peppers from Sichuan, using traditional fermentation techniques to create a unique sauce aroma and spicy flavor, making it an indispensable condiment in Sichuan cuisine. "Kung Pao Sauce" skillfully blends chili peppers, peanuts, vinegar, and other ingredients, offering a sweet and sour taste with a moderate spiciness, leaving a lingering aftertaste.

Upon its launch, these chili sauces quickly made a name for themselves in the international market. Their unique flavor and exquisite packaging have attracted the attention of numerous consumers. Currently, ChinEAT chili sauce has been exported to 15 countries and regions worldwide, with annual sales exceeding ten million yuan. In supermarkets and restaurants in European and American countries, ChinEAT chili sauce is often seen, serving as a window for foreigners to understand Chinese food culture. Many foreign consumers have developed a strong interest in Chinese cuisine after tasting ChinEAT chili sauce, and they have tried to use the chili sauce to make various delicacies, allowing Chinese flavors to shine on dining tables around the world.

Build a platform for global collaboration

In promoting Chinese chili peppers and food culture, Zhang Luka deeply realized that chili peppers have a wide audience and profound cultural heritage globally. Every year, Italy holds a lively and extraordinary chili pepper festival. During the festival, the aroma of chili peppers fills the streets and alleys, and people engage in various food activities and cultural exhibitions centered around chili peppers, fully enjoying the joy and passion they bring. There is also a specialized chili pepper academy dedicated to researching knowledge on chili pepper varieties, cultivation, culinary applications, and other aspects, cultivating professionals for the inheritance and development of chili pepper culture. The chili pepper culture in Mexico is also long-standing and well-established. Chili peppers occupy a central position in the local diet, and various traditional delicacies made with chili peppers, such as Mexican chili burritos and chili soup, have become representatives of Mexican cuisine. Korean kimchi is also inseparable from the embellishment of chili peppers. The unique fermented spicy flavor is an important symbol of Korean food culture.

Faced with the widespread distribution and diverse applications of chili peppers globally, Zhang Lukang had a grand idea: "Why not establish a platform on a global scale to facilitate communication and development for the chili pepper industry?" He was well aware that a global chili pepper platform could bring together resources from the chili pepper industry worldwide, promote exchanges and cooperation among countries, jointly drive the development of the chili pepper industry, and make chili peppers truly become a medium for global cross-cultural communication.

In 2017, Zhang Luka, along with numerous experts in the chili pepper industry from around the world, initiated the establishment of the World Chili Pepper Alliance in Rome, Italy. Throughout the preparation phase, Zhang Luka traveled extensively, actively reaching out to chili pepper industry experts, business representatives, cultural scholars, and others from various countries. By participating in international food exhibitions, industry seminars, and other events, he promoted the concept and objectives of the World Chili Pepper Alliance, attracting numerous like-minded individuals to join.

After its establishment, the World Chili Alliance is committed to carrying out a series of colorful activities. It holds international chili academic seminars, inviting experts and scholars from various countries to share the latest chili research results and explore the development trends of chili in planting technology, variety cultivation, and nutrient analysis. It organizes chili food culture festivals, bringing together chili cuisine from around the world, allowing people to experience the charm of chili culture in different countries and regions while enjoying delicious food. It also builds a chili industry trade platform, providing opportunities for chili enterprises from various countries to exchange and cooperate, and promoting the international trade of chili products.

Thanks to the efforts of Zhang Luka and his team, the influence of the World Chili Alliance has been continuously expanded, with its membership growing to 12 countries. These countries, hailing from different continents, each possess their unique chili pepper culture and industrial advantages. Through the platform of the World Chili Alliance, countries have achieved resource sharing and complementary advantages, jointly driving the chili pepper industry towards a more diversified and specialized direction.