Boss, I want a 'Roujiamo' with more lean meat and less soup. "Near the bustling Xi'an Datang Night City, Sichuan tourist Chen Qing and her companions are playing the roles of Roujiamo shop owner and diners. Chen Qing skillfully cuts open the 'mo' and carefully 'chops the filling' into the 'mo'. What chemical reactions occur when traditional cuisine meets modern creativity? In the ancient city of Xi'an, a cultural and creative product called "Rongmo Mo" is answering this question in its unique way. The reporter saw on site that many tourists and citizens were taking photos to check in, with different types of "sandwich bread" filling the entire table. The fun and interactive sales process attracted everyone to stop and watch. The picture shows the cultural and creative product "Rongmo" in Xi'an. When Li Yifan talked about the creative inspiration for "Rongmo", Chen Jiajin, a member of the founding team of Daxiang Wenbo, said, "Roujiamo is one of the iconic delicacies in Shaanxi and an indispensable part of Shaanxi people's lives. In order to let more people feel its charm, my partners and I decided to integrate this warm taste into a cultural and creative product that can be touched and embraced." Unlike other cultural and creative products, the sales process of "Rongmo" includes a simulated production link, where customers can experience the entire process of making Roujiamo from the pot to the packaging. Zhang Bo, a member of the founding team, said, "This small interactive process allows buyers to immerse themselves in the experience. We sell. It is not just a product, but also a culture and exchange." The picture shows the cultural and creative product "Rongmo" in Xi'an. Photo by Zhou Yimin and Zhang Bo. The reason for naming the doll "Rongmo Mo" is twofold: on one hand, it is made of plush material, and on the other hand, it is derived from the homophonic sound of classic film and television characters, which resonates with people. Since its debut in mid June, "Rongmo Mo" has been extremely popular, with over 20000 units sold offline alone. More than a hundred tourists and citizens come to the store every day to experience the production process. Behind the popularity of 'Rongmo Mo' is the team's meticulous research and development day and night. The design and printing of the 'Rongmo Mo' facial focal print have undergone 16 rounds of debugging; The size of the bread has undergone hundreds of sample adjustments. Focusing on details and quality is the principle of the team Zhang Bo said. In terms of product structure design, the filling of "Rongmo Mo" can be replaced, and now there are Roujiamo, Jinbing Potato Slices Jiamo, Caijiamo, etc. The concept of 'bread sandwiching all things' can reflect the cultural characteristics of Xi'an's inclusiveness and openness since ancient times. We hope to let friends from other places understand Shaanxi cuisine and culture through cultural and creative products, "said Chen Jiajin. Nowadays, "Rongmo Mo" is not only popular in China, but also attracts many overseas tourists. Founder team member Liu Ziqi introduced, "Many 'Rongmo Mos' have already crossed the ocean. We have set up sales outlets in cities such as Sydney and New York, and many overseas customers are currently negotiating and seeking cooperation with us." The picture shows the simulated production process in the sale of' Rongmo Mos' by the staff. Photo by Zhou Yimin: "The 'Rongmo' has caused a small splash in the dissemination of Shaanxi cuisine culture, and we have a responsibility to continue to contribute to the promotion of urban culture." Liu Ziqi said that the team members are mainly young people born in the 1990s, who graduated from universities such as Peking University, Zhejiang University, Northeast Normal University, and Xi'an Academy of Fine Arts. Despite their different backgrounds, they share a common dream of interestingly spreading food and culture through cultural and creative products. I really like this kind of cultural and creative products and experiential form. It's very meaningful to take away the 'bread' from the Carbon Water Capital when I first came to Xi'an Shanghai tourist Li Ziyue smiled and said that besides the heaviness and stability of Xi'an in her heart, there was also a hint of playfulness and cuteness. In the future, we will combine the opinions of netizens to launch 'Rongmo Mo' card bags, crossbody bags, pillows, etc., and develop the 'Mo Mo Universe'. We also want to develop more interesting, cute, and culturally valuable products through themes such as' velvet carbon water 'and' velvet cultural relics' Liu Ziqi stated that the team is committed to incorporating more food and culture into cultural and creative industries, adding a touch of warmth to cultural dissemination. (New Society)