After a series of scandals, the Chinese public is nervous about the safety of the food. And many are beginning to look for the deep-rooted reasons behind the tainted eggs, chemical-laced rice and dyed buns.
Though there are many causes of China's food safety crisis, one critical reason is Chinese consumers' love of glitzy and exotic food.
The Chinese have always valued beautiful dishes. With the improvement of the standard of living in recent decades, the nation's demand for food with high quality and nutrition is on the rise as well.
But if people place too much emphasis on the look of their food, troubles follow.
I went on a trip to Bhutan in February, an agricultural country where the fruits and vegetables are neither big nor beautiful, its rice doesn't have a shining surface as well. No fertilizer, pesticides or additives are allowed to be used there.
However, the Chinese visitors, who highly appreciated the natural food upon arrival, were later driven crazy by the bland dishes and vowed to feast on sumptuous banquets as soon as they were back home.
The Chinese are eager consumers of new dishes. Every so often, a new type of dish is introduced and becomes popular throughout the country because of its new flavor.