Our Focus

Food- and consumer-related issues are Shinho's top priority. We always put people's views on food first. Driven by our belief in eating well, we are committed to promoting new farming techniques, culinary waste management, and food consumption principles to build a food ecosystem that enables more people to eat well.

How can we bring Chinese chefs onto the global stage?

Chefs, Cooking, and the World

As the world turns its attention to the issue of food, people are reflecting on the environmental, social, and health impacts of different food choices. As a result, people are also becoming increasingly aware of the important role that chefs play in their lives. Chefs have come out from the kitchen and into the spotlight. As well as expressing their personalities and cultures through the art of cooking, they are also connecting to individual guests to pass on the true meaning behind every dish. Shinho is working with Chinese chefs to help them refine their craft and value the relationship between food, people, and the environment. This will help them become spokespeople for Chinese cuisine as well as effecting real and meaningful change in the world.

Shaping the Future of Farming

Precision Farming, Vertical Farming, and Sustainable Agriculture

As the pace of urbanization increases, energy costs rise, and public interest in crop growing grows, urban farming is gradually taking shape in the form of vertical farming and hydroponics.Farming in the future will be marked by a closer, more transparent connection between producers and consumers, especially as farming moves into the educational services sector. Shinho is constantly looking at new ways to inform consumers about how best to grow crops and select quality ingredients.

Rediscovering Chinese Cuisine

Solar Terms, Balanced Nutrition, and Globalizing Chinese Food

China is a vast territory. It spans multiple latitudes and possesses huge diversity in terms of geography and climate. China's rich natural resources have provided its inhabitants with a wide range of food ingredients.We traced Chinese food back to its roots, rediscovering in the process the notions of 'balance and diversity' and the '24 solar terms'. These are the two elements that give Chinese food its unique place among the cuisines of the world.By consolidating China's thousands of years of culinary experiments and reconstructing the flavors of Chinese and Western sauces, ingredients and recipes, we have redefined Chinese food and made it healthier and more nutritious.

Exploring New Alternatives to Animal Protein

Alternative Proteins and a Diverse Diet

An article in The Economist in 2011 titled The 9 Billion-People Question predicted that the world's population would grow to over 9 billion by 2050, leaving us unable to produce enough meat to feed everyone.Faced with the future population explosion, we have been looking for alternatives to animal protein in Chinese cuisine, both to solve the inevitable meat demand crisis and to elevate the status of Chinese food in the world. In our research, we discovered that truly valuable ingredients consistently excel in three areas: nutritional value, sustainable farming, and consumer recognition.

Food Choices of New-Generation Families

Young Families and Parenting under the Two-Child Policy

At the end of 2016, China relaxed its family planning policy to allow couples to have a second child, ushering in an era of change for Chinese families. As the younger generation places increasing importance on food sources and quality, the families they raise will also face different needs and challenges from those in the past.We frequently meet and spend time with young people in an effort to understand their eating philosophy and learn about the needs of the current generation of parents. In addition to developing better quality products and services, Shinho also seeks to promote food education. Our aim is to equip young parents and children with the knowledge necessary to make sensible food decisions on a daily basis.

Solving Food Wastage Through Social Innovation

Food Wastage and the Global Population

The United Nations Food and Agriculture Organization estimates that around 1.3 billion tons of food are wasted every year, with almost one-third of all food spoiled or inedible before it reaches the dinner table.In most Asian countries, including China, each person wastes on average 80 kilograms of food every year.Food enterprises are the ones who bear responsibility for this issue. While we strive to provide more quality products for our customers, Shinho is also exploring technological and commercial solutions to reduce avoidable waste at different stages of the ecosystem and drive change in the way resources are utilized.