Recently, the first rice food experience store in Chongming - Mijing, built by Xincun Township, officially opened to the public.

Walking into Mijing Rice Food Experience Store on Dachen Road, Chengqiao Town, you will immediately smell the long-lasting rice fragrance and thick coffee fragrance. After 9 o’clock in the morning, customers came to the store to have a try. “I saw some Chongming specialties here. They looked very special, so I wanted to try them.” “I came to have a try during the trial operation. It was quite creative to add rice to coffee. The drinks were delicious. It’s great to have such a coffee shop in Chongming.” Customers said one after another.

This time, the store launched a total of 19 rice drinks and desserts with different flavors, such as “Rice Latte”, “1968”, “Xincun Special”, and “Rice Shop”, and used creative and sophisticated coffee cups. The details reveal the designer’s ingenuity and strong feelings for the countryside.

Xincun Township innovatively integrating rice with drinks and desserts adds a new taste experience for guests, which is a new attempt by Xincun Township to increase the added value of rice.

According to the person in charge, when operating the first store in Chongming, preparations for new stores in Shanghai and the Yangtze River Delta region are also underway. In the future, Xincun Township will continue to explore the in-depth combination of rice culture with coffee culture, rural culture, and urban culture, further expand the awareness and influence of Xincun Township’s rice, and continuously transform ecological advantages into development advantages.