Spicy is not just a favor, but a way of living in Chongqing. Shizhu County, in southeastern Chongqing, is known in China as the "hometown of chili". The local government and firms have cultivated chili for years and turned it into the region's pillar industry. The hilly county, which sees the spicy food industry as its ticket out of poverty, is also home to several companies associated with spicy foods and hot pepper. The local government there has been interacting actively with the local farmers to ensure smooth, sustainable development of the industry.