Established in 1982, Jiao Cai Hotplate BBQ is a family business that has been running on for more than 30 years. One of its outlets is owned by a second-generation owner, Zhi Jie, who is 28 this year. 

Through this rebranding project, we aim to establish credibility and amplify awareness of the stall through word-of-mouth, helping young blood reinvent the industry and providing them with an audience that might never have otherwise engaged.