Nothing beats savoring a bowl of spicy crayfish and washing it down with a bottle of beer on a balmy summer night.

The crayfish on your plates probably comes from Qianjiang city, Central China's Hubei province, deemed as the "Hometown of Chinese Crayfish". The city has one of the largest crayfish processing enterprise clusters nationwide, with products exported across the country.

Qianjiang government recently held a promotional event of its crayfish at online media company Sina Corp's headquarters in Beijing, to promote the city's delicious crayfish delicacy, with stalls exhibiting its tourism resources, farm produce, and intangible cultural heritage. Delicious crayfish dishes of different flavors were also provided for Sina's staff members. The related topics received over 100 million views on social media platform Sina Weibo.

The city boasts a total crayfish farming area of about 63,800 hectares, with a whole industrial chain and technical standard s system for integrated crayfish and rice farming.

Qianjiang government and Sina Weibo also held the signing ceremony for their 2025 Qianjiang Crayfish Brand Promotion Cooperation.

To fuel the innovative development of the Qianjiang crayfish, the inaugural Qianjiang Crayfish AIGC (Artificial Intelligence Generated Content) Creative Contest officially launched on the same day, calling for submissions from creators taking photos or making videos on the themes of technology and cuisine.

Additionally, three influencers from Sina Weibo with a combined 10 million followers in total, were appointed Sina Weibo promotional ambassadors of Qianjiang's crayfish.