Shinho’s “Vitality” Impresses Guests at 2018 Michelin Guide Shanghai
Brand Activity
On September, the results for Michelin Guide Shanghai 2018 were announced at a press conference. The name of the conference, "A Bite of Michelin” connotes how the flavors we taste on our palette - sour, sweet, bitter, spicy and savory - connects with our life experiences. The diversity and high quality of food in Shanghai has now been once again verified, the list includes 129 restaurants, among which, 30 of Shanghai's finest F&B venues were awarded Michelin stars. The Guide awarded two restaurants 3 Michelin stars (T’ang Court, Ultra Violet), six restaurants 2 Michelin stars and 22 restaurants 1 Michelin star. There are only four new additions to the 1-star list - Bo Shanghai (Fusion), Yongfu (Ningbo Cuisine), Wujie (Vegetarian) and Jean Georges (French).
As an official partner of “2018 Michelin Guide Shanghai”, we joined this grand celebration, and hope that guests can grow a deeper understanding about Shinho through the event. Other than producing high-quality condiments, Shinho's ventures also include snacks, beverages, groceries and restaurants. With a diverse background, we hope to deliver Shinho's mission and principles through a simple concept of "soy sauce".
This event's stage was inspired by "vitality" in the soy sauce fermentation tank. We hope that the audience can experience what is normally neglected during a dining process – everything happened before you taste the product - the invisible ingredients, the changing color, the fading time and vitality of life. Presented in an interesting and fun manner, different phases of soy sauce demonstrated the time and efforts Shinho put into the products, and demonstrated our value and principles.
The first message Shinho aimed to deliver was “time”, the numbers in order on a dodecagonal stage represented the period for fermentation – six months. Guests were invited to walk around the platform as if they were hands of the clock themselves. In order to encourage interactions and better incorporate “time” into the stage design, Shinho also transformed the stage into a calendar, that every page is one day, which also resembled how soy sauce is fermented – its color changes every 30 days. We hoped guests could feel our thoughtful considerations through this fun interaction.
In addition to inviting guests to a visual feast, we also wanted them to feel Shinho’s ambition to innovate and experiment through products on display. One perfect example was the music Shinho has been playing to bacteria during fermentation, because music can stimulate bacteria’s vitality and potential, the results would be improved compared to a usual method. The same piece of music was also brought to the event as a background tune, which echoed with Shinho’s industry-leading innovation.
It is not easy to be recognized by the Michelin. Every restaurant on its list must have well-rounded chefs, high-quality food ingredients, high-standard service training and advanced management philosophy. Just like how a chef should be equipped with basic culinary skills and knife skills before transforming ingredients into extraordinary dishes, to maximize the potential of a bottle of soy sauce, there is no shortcut in fermentation. Shinho has never stopped going forward in food industry, setting out from the world and keeping looking for inspirations, and techniques regarding food innovation.
In the future, Shinho plans to continue with its inherit of the spirit of fermentation, keep blooming, and eventually, enable food to be a cultural messenger and send Chinese food to the world.
