[Video provided to chinadaily.com.cn]

The "New Era, New Shandong Cuisine" 2021 Shandong Cuisine Innovation Competition was promoted on the only commercial advertising screen in London's Leicester Square on Dec 7 and 8.

Situated above Vue's flagship West End entertainment venue, the high definition digital screen is one of the largest in central London.

The advisement runs every 20 minutes and is expected to be viewed by nearly 100,000 people in two days.

The 2021 Shandong Cuisine Innovation Competition is promoted in London's Leicester Square. [Photo provided to chinadaily.com.cn]

The 2021 Shandong Cuisine Innovation Competition, co-held by the Shandong Provincial Publicity Department, the Shandong Provincial Department of Culture and Tourism, the Shandong Base Station of China Media Group, as well as the Shandong Tourist Hotels Association, was launched on Sept 16. It will run until February 2022.

The competition is aimed at developing new popular dishes, establishing new brands, as well as building a new platform to facilitate the inheritance and innovative development of Shandong cuisine.

As an important component of Chinese culinary arts, Shandong cuisine, which is also known as "Lu Cai" in Chinese, boasts a long history. It is representative of northern Chinese cooking and its technique has been widely adopted across northeast China. The cuisine is famous for the variety of ingredients and cooking methods employed.