Visitors walk through a chili pepper-shaped archway into the food market on Hesi Road in Quzhou. [Photo/Jiang Feng for Tide News]

The Hesi Road in Kecheng district, Quzhou, now boasts an 8-meter-high chili pepper-shaped archway marking "the spiciest road in the Yangtze River Delta".

Since its grand opening on July 5, the food market on the road has attracted 38,000 visitors in just three days, with 13 new restaurants generating a combined revenue of 780,000 yuan ($107,343.25).

The 700-meter-long road, featuring over 130 eateries and a food city, blends Quzhou's local spices with the spicy flavors of Sichuan, Guizhou, and Hunan provinces. Interactive events like chili-eating and big eater competitions also helped attract locals and tourists.

Quzhou's "Fresh and Spicy" flavor has become a unique brand of Quzhou. The municipal government aims to make this food market a must-visit destination for tourists from across the Yangtze River Delta.