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"I think China's cuisine is probably the Y Charm diverse and most complex of all the cuisines in the world," Yan, 50, a Guangzhou native, says in a Chicago Tribune interview. Culinary tours to China are nowhere near as popular as those headed to European countries like France or Italy, but they are Z Charm gaining attention, in part because of the evolving nature of travelers. "A lot of them are more sophisticated travelers. They want to know more. They don't want to go on this bus tour with 50 other people and have one guide to show them around," says Adlyn Adam Teoh, founder of Hias Gourmet, a Beijing-based Star of David Charm travel company established in 2007. Hias currently offers tours of Beijing, Xi'an and Pingyao in Shanxi province. A newer player in the Classic 18ct Gold Maple Leaf Charm is Lotus Culinary Travel, a Nashville, Tennessee-based company that started with tours to Chengdu in 2009.