Picking up steam in New York

By ZHANG MIN/ZHAO YANRONG (China Daily) Updated: 2016-08-08 07:21

Zhang Pengyi, general manager of Yi Chi Future Food Technology Co Ltd, is holding his Entity Information issued by the New York State government. The certificate allows start of business operations.PROVIDED TO CHINA DAILY

Baozi is set to be the new fashion on US streets that already savor jianbing

First, it was the Chinese crepe or jianbing. Years back, the Manhattan Island simply fell in love with China's popular street food that originated in Tianjin. Now, another Tianjin fast food item, baozi, or the Chinese steamed stuffed bun, aims to sweep New York off its feet.

Zhang Pengyi, general manager of Tianjin Yi Chi Future Food Technology Co Ltd, recently completed the registration of his bun company in New York. "What's going to be the new street fashion in the world's financial nerve-center? Everyone eating Chinese baozi," he said.

The 30-year-old from Tianjin plans to open his first international restaurant in Manhattan with an area of 100 square meters and 70 seats before Christmas. The shop will be decorated in a minimalist way but brightly, with Chinese cultural elements. For instance, the bamboo steamers will be used not only for cooking but interior decoration, Zhang said.

Customers wait for their jianbing from the Flying Pig, a food truck plying the streets of New York, April 15, 2016. [Photo/IC]

"Besides the Chinese traditional fillings, such as pork and mushroom, we will produce more local flavors such as cheese fillings and sweet puree fillings to meet local New Yorkers' tastes," said Zhang, who will name the newly designed food "Fancy Buns".

In his new shop, there will be a glass-walled, see-through kitchen, where customers can observe the process of bun-making.

"We will provide food, and we will also give a taste of Chinese culture. We will show American consumers how to make steamed stuffed buns, and help them understand Chinese food culture," he said.

Workers make steamed stuffed buns at Yi Chi Future Food Technology Co Ltd in Binhai New Area of Tianjin.PROVIDED TO CHINA DAILY

Zhang said he will visit Manhattan later this month to confirm the site of his first American restaurant. He once considered a site close to China Town but now prefers to locate the restaurant in the middle town or upper town.

"Overseas Chinese may bring a stable income to my business, but they are not my only target customers. We want to sell Fancy Buns to local communities as well," he said.

His buns will be on sale also via mobile food stalls that roam New York streets. In order to deliver the Chinese food quickly, as well as to guarantee the original flavors, Zhang's team developed a technology that can freeze uncooked buns but keep the yeast vibrant for steaming later.

A customer at a Square equipped food truck outside the New York Stock Exchange, November 19, 2015. [Photo/IC]

"We are evolving a standard to ensure the buns bought from different shops or vending trucks taste the same. Even the manufacturing process will be standardized so that cooks' individual touch is minimized," said Zhang.

In order to arrive at a potentially successful standard, Zhang's team has already used more than 20 tons of flour for tests.

Twelve years ago, having failed to find a place on several universities, Zhang started his own business. He set up the Yi Chi chain two years ago. In Tianjin alone, it has four shops and one community catering center.

China's Internet Plus strategy has since helped Zhang sell his steamed buns in more than 30 cities nationwide.

Last year, Zhang met his schoolmate Wang Haixiang who is working with Morgan Stanley in New York. The two young men later agreed to found a food business.

Citibank brings out food trucks to the Meatpacking District in New York for a branding event promoting the No Kid Hungry charity, December 12, 2015. [Photo/VCG]

But that was easier said than done. Back then, Zhang saw himself as an entrepreneur running a small business in China. Typically, such entrepreneurs would not dream of making overseas investments. But Zhang did.

However, the duo's application to open a Chinese food shop in New York ran into some bureaucratic hurdles. "We had to file our papers with many government agencies and banks. The procedures were quite complicated," he said.

Finally, in late July, the New York State government issued the necessary approvals and licenses.

When Zhang's Fancy Buns finally roll out, they will follow in the footsteps of "Tom's BaoBao", a Chinese food chain in New York that sells Hangzhou-styled baozi. It opened its first store in early July at Harvard Square targeting local citizens and students.