Project Overview: "The "Bread Head" project is inspired by the carbon water culture along the Belt and Road, and aims to promote cultural and economic exchanges along the Belt and Road by allowing users to feel the differences between different cultures. The project won the "Gold Award" in the design marathon competition. Original intention of the project: The city where the team members are located has close ties with the Belt and Road Initiative, and combined with the current trend of younger generations’ cultural confidence, we started this design work. The first stop was Xi’an, as the “Carbohydrate Capital” and the core hub of the “One Belt, One Road” initiative. Core design ideas: 1. Experience economy: Use the experience economy as an important carrier between projects and users, and provide services to make users who come to experience and purchase more involved. 2. Carbohydrate culture: Focusing on "carbohydrate culture", carbohydrate food is a representative of agricultural economy and culture. It emphasizes the important economic and cultural exchange significance of carbohydrate culture on the ancient Silk Road, and at the same time satisfies the contemporary young generation's love for this type of food. 3. Start with life elements: Starting from carbohydrate foods, which are indispensable in life, we will strengthen the close connection between foreign cultures and social life. Through subtle ways, we can spread the different carbon water cultures along the Belt and Road to the public. 4. Participation model of co-creation and relay: Design a co-creation and relay participation model to travel along the Belt and Road countries. As a connector, “Bread Brain” deeply explores local high-quality bread brand products and young designer groups in cities along the routes at home and abroad to achieve collaboration and local implementation. Program features: 1. Through traveling and traveling, the project has entered many cities along the Belt and Road to achieve cultural transmission and promotion of carbon water culture. 2. Emphasize bread culture as a symbol that connects ancient culture and contemporary life, breaks cultural barriers, and promotes cross-cultural communication and understanding. 3. Create an open co-creation platform to connect designers and brands from different countries and build a bridge for the cultural and economic construction of the Belt and Road Initiative. Through this design, the team is committed to using carbon culture as a medium to narrow the distance between cultures of various countries and inject new vitality into the cultural and economic exchanges along the Belt and Road. "

The user value of this project is to promote cultural and economic exchanges along the Belt and Road by allowing users to experience the differences between different cultures. This project focuses on the user’s experience and the user’s emotional connection with carbohydrate food. Users can learn about the cultural differences of different countries, regions and ethnic groups through participating in this project, and deepen their knowledge and understanding of the cultural diversity of the world. At the same time, users can also participate in the cultural and economic exchanges along the Belt and Road by purchasing goods and services, promoting economic and trade exchanges and cultural exchanges between countries. In addition, the project may also provide users with some social opportunities and travel experiences, allowing them to better understand the culture and customs of different countries and regions. In short, the user value of this project lies in promoting cultural and economic exchanges along the Belt and Road, allowing users to feel the differences and charm of different cultures.

1. Brand image and product promotion: This project will create a unique brand image, including slogans, logos, slogans, etc., and spread it widely through social media platforms. At the same time, the design project will also launch distinctive carbon water culture and tourism products, such as specialty food, drinks, souvenirs, etc., to attract more consumers' attention and purchases. 2. Increase user stickiness and loyalty: Users can feel the differences and charm of different cultures while participating in this design project, thereby deepening their knowledge and understanding of the cultural diversity of the world. This experience can give users a stronger sense of identification and belonging to the design project, thereby increasing user loyalty and repurchase rates. 3. Promote cultural exchanges and economic cooperation: This project will promote cultural exchanges and economic cooperation between countries along the Belt and Road by allowing users to understand the culture and customs of different countries and regions. This kind of exchange and cooperation can help countries establish closer ties and promote the development of the global economy. 4. Improve user reputation and influence: This project will improve user reputation and influence through users sharing their experiences and experiences. Users can share their travel experiences, food experiences and cultural feelings through social media platforms, and interact with other users, thereby attracting more potential users to participate.

1. Improve understanding of world culture and customs: This project will provide users with more opportunities to understand the world by displaying the culture, customs and customs of different countries and regions. Users can feel the differences and charm of different cultures while participating in this design project, thereby deepening their knowledge and understanding of the cultural diversity of the world. 2. Strengthen awareness of cultural exchanges and cooperation: This project will promote cultural exchanges and economic cooperation among countries along the Belt and Road, and help establish closer ties between countries. This kind of exchange and cooperation can help countries learn from each other, draw on experience and promote common development. 3. Improve users’ sense of social responsibility and cultural literacy: This project encourages users to pay attention to the protection of the environment and cultural heritage during the experience process, and improve users’ sense of social responsibility and cultural literacy. Users can support sustainable development and protect the environment, respecting cultural heritage and traditional culture by participating in this design project. 4. Promote social harmony and stability: This project will promote social harmony and stability by allowing users to understand the history, religion, politics and other information of different countries and regions. Users can learn about the cultural background and social conditions of different countries and regions, and avoid misunderstandings and conflicts caused by lack of understanding.

There are five members in this team, namely Xinran Jiang, Wenjun Li, Yurong Pan, Lorraine Liang, and Shibo Xu. In the project, the five members participated in the conception and design of the project, and were responsible for part of the work. Member Jiang Xinran was mainly responsible for the service design and spatial output part of the project. Member Wenjun Li was mainly responsible for the visual output work and layout. Member Pan Yurong is mainly responsible for the production of bread mapping, introduction of experience process, and layout production. Member Lorraine Liang is mainly responsible for domestic and international character log production, project stakeholder map, and project service blueprint. Member Xu Shibo is mainly responsible for the design and production part of the bread machine.

The main innovations of this project focus on three aspects: tasting differences, participatory experience and exploring culture. In the form of bread, it breaks the traditional order form and takes the Belt and Road as the menu mode, adding users' surprise experience and expectation, and feeling the differences brought by the taste and history and culture of bread from different regions. In the context of the experience economy, the project actively integrates user participation in the form of experience. In the purchase of bread, we provide special bread ingredients from different regions of the Belt and Road, and users can participate in making bread and may get the opportunity to sell this bread. In terms of Belt and Road culture dissemination, the team used the carbohydrate bread as an entry point to unlock the citywalk map of their city through the flash shop, and learn about the city's culture in the form of a bread head.

The project is currently in the conceptual phase and has taken three months. The project is expected to cost between 100,000 and 300,000 RMB to implement on the ground.

The goal of the project is to actively promote the Belt and Road cultural propaganda, so that more people can understand the carbon and water culture on the Belt and Road, and to promote the further development of the project through commercial forms and profit income. The original intention of this project is to promote the Belt and Road Carbon and Water Culture, to bring the cultures of different countries closer together, and to inject new vitality into the cultural and economic exchanges along the Belt and Road." The "Bread Heads" project is inspired by the Belt and Road's carbon-based culture, and successfully breaks the traditional mode of cultural exchange, injecting new cultural elements into the market. The project has successfully opened up the market to diversified demands as it travelled around the Belt and Road countries. By emphasising the carb culture and experience economy, the project aroused consumers' interest in the differences between different cultures. Bread, as a cultural export vehicle, not only fulfils a need in terms of food, but is also a symbol that connects ancient and contemporary cultures. This makes the project unique in the market and attracts wide attention and support.