The Modern Development of Tongguan Chinese Hamburger

As a bearer of the millennium-old Guanzhong food culture and an intangible cultural heritage of Shaanxi Province, Tongguan Roujiamo has evolved from a traditional street snack relying on manual craftsmanship, with limited production capacity and inconsistent standards, into a modern industry in a magnificent transformation.

While upholding its classic flavor featuring thousand-layer crispness and the unique combination of hot bread with cold meat, Tongguan Roujiamo has broken development bottlenecks through technological innovation. Inspired by frozen bread in its early years, it conquered the core technology for preserving frozen dough embryos, enabling storage at -18°C and instant crispness after reheating. Later, it spent four years developing a fully automated bread-making production line that accurately reproduces key manual processes such as dough kneading, rolling, folding and rolling. This has achieved a leap from hand-made bread to digitalized and large-scale production. A single production line can produce 50,000 dough embryos per day, greatly increasing capacity while firmly maintaining craftsmanship quality.

Relying on a complete standardized production system and a global cold-chain distribution network consisting of 15 national forward warehouses, it has built a full-industry-chain layout covering "raw material supply, production and processing, and terminal sales". It has nurtured a number of well-known enterprise brands, with products exported to more than 25 countries and regions, and entered the global market with international certifications.

Today, Tongguan Roujiamo not only creates 100,000 jobs and supports a 10-billion-level full industrial chain, but also cultivates professional talents through China’s first Roujiamo Industry College and promotes Chinese culture on the screens of New York Times Square.It has become a vivid model for the modernization, branding and internationalization of traditional snacks, bringing new vitality to the millennium-old intangible cultural heritage in the modern era.