A 20-year-old University of Hong Kong economics student is turning a humble street snack into a new business model by combining roasted sweet potatoes with rural tourism and her economic thinking.

Known by her nickname Pudding, the first-year student launched the “Sweet Potato Is Cool” brand at Jingkou Ancient Village in Guangming. The shop aims to transform roasted sweet potatoes from a traditional snack into a standardized, youth-oriented brand.

Pudding chose the nearly 800-year-old village because its traditional architecture and rural setting complement the earthy character of sweet potatoes. Her team renovated an old wooden house while preserving its original structure, blending traditional village elements with a contemporary store design.

She applies what she has learned in economics to product selection and customer experience. After testing several varieties, she settled on a honey-sweet potato sourced from a farm in Yunnan Province as the store’s signature ingredient. A roasted sweet potato yogurt smoothie has also become a popular item among customers.

The brand’s mascot is an image of an unwashed sweet potato, symbolizing ordinary people who grow stronger through challenges. Its slogan reflects Pudding’s philosophy: ordinary things can become extraordinary.

The young entrepreneur has also become part of the village community. Local residents welcomed her with a traditional lion dance performance when the shop opened, while neighboring businesses and villagers offered help and advice.

Pudding is balancing the business with her studies and an internship at a private equity firm. She sees the Jingkou store as a testing ground for standardized products and operations, with plans to eventually develop the brand into a national chain.

Her story reflects a broader effort to inject new energy into traditional villages by combining local culture, youth entrepreneurship and tourism. For Pudding, a simple roasted sweet potato is more than a snack — it is a way to connect young creativity with the heritage of Guangming’s countryside.