Daniel Yang is the founder of Shanghai NiCEME Brand Management Co., Ltd. A seasoned entrepreneur in the FMCG food industry, he founded NiceMe in Shanghai in 2021, focusing on innovation in frozen beverages.
Adhering to the philosophy of “R&D-driven, Playfully Innovative, Quality-first”, he specializes in differentiated product development, omni-channel operations and youth-oriented branding, and further endows products with emotional value and warmth.
With creative and socially engaging products, he provides young consumers with joyful and self-expressive experiences. Connecting emotions and life with every ice cream, he turns deliciousness into an emotional outlet and continues to lead the new trend of youth consumption.
While most brands are still asking what the next viral ice cream should look like, NiCEME starts with a simpler—but harder to quantify—question: Is it fun?
NiCEME calls its R&D philosophy “Joyful Food Play.” Instead of reverse-engineering products from flavor parameters or cost targets, the team develops them forward from a complete themed world: “NiCEME’s Fried Chicken Shop,” “NiCEME’s Farm,” and more. Chicken legs, burgers, fries, carrots—symbols usually found in fast-food restaurants or markets—are transformed into ice cream products that live inside convenience store freezers, designed to be photographed, shared, and talked about.
Founder Daniel, who previously worked in the luxury and retail sectors, approaches branding not as the creation of a single viral product but as the ongoing construction of a participatory content universe for young consumers. Under his leadership, a post-90s founder and post-00s R&D team have turned the convenience store into a creative stage. As a result, NiCEME hasn’t just produced one hit product—it has become a brand that consumers repeatedly “discover” and share again and again.