The founder of Shudao, a new retail bakery brand, is a graduate of the China Academy of Art and the Cheung Kong Graduate School of Business.
As a top-tier brand for NutCrisp on China's Xiaohongshu and Douyin platforms, Shudao has also expanded its reach internationally. Its products have received multiple accolades both domestically and abroad and have been favored and recommended by numerous celebrities. The Shudao team leverages content-driven thinking to drive product innovation, reimagining traditional pastry culture through contemporary design to achieve synergistic growth between content influence and market conversion.
Super Dessert reimagined the nut category with a designer's mindset. Its crispy nut series quickly became a top trend on Rednote and Tiktok.
For designers, great snacks are not just tasty—they also need to look good, photograph well, and spread easily.
In the food industry, design is often dismissed as a “last-mile” polish. But for Lu Yuyang and the Shudao team, an aesthetic background is merely the entry ticket; true design thinking is embedded deep within the supply chain. Refusing to be just another “asset-light” brand, they chose the hard path: building their own factories. What kind of product vitality erupts when design thinking is held accountable not just for visuals, but for flavor consistency, flexible manufacturing, and scalable delivery?