Nanxiang town in Shanghai's Jiading district inked a deal with the Shanghai UUCMM Culturale Multi-mMedia Co on Nov 29 to innovatively promote local intangible cultural heritage Nanxiang xiaolongbao. [Photo/jiading.gov.cn]

Nanxiang town in Shanghai's Jiading district inked a deal with the Shanghai UUCMM Cultural Multimedia Co on Nov 29 to innovatively promote local intangible cultural heritage Nanxiang xiaolongbao.

With a history of more than a century, Nanxiang xiaolongbao, or Naixiang steamed bun, is a traditional local snack featuring thin bread, tender meat and a juicy filling.

Its preparation technique is quite exquisite, incorporating about 20 procedures. It was listed as a national intangible cultural heritage in 2014.

Baotietie, a famous animation character of UUCMM, will serve as the "global image ambassador" of Nanxiang xiaolongbao, promoting the intangible cultural heritage to the world.

According to the agreement, visual elements related to Nanxiang culture and its xiaolongbao will be added to the animation of Baotietie Meanwhile, the two sides will co-organize activities such as an xiaolongbao-themed cultural exhibition, and co-develop and promote derivative products such as toys, clothing, food and stationery.

The Nanxiang government will give policy support to the animation industry and help UUCMM develop derivative businesses such as a Baotietie-themed restaurant and theme park.

Baotietie was created in 2014 by a Shanghai animation company, and won the Best Animation Character at the 11th Golden Monkey King Awards.

Baotietie is a small bun who is optimistic and active. Its animation talks about the story of a group of injured and imperfect food items that help each other, pursue perfection, and work hard in an international buffet restaurant.

The animation has been displayed in nearly 20 countries and regions including the United States, Italy, United Kingdom, Germany, France, Japan, Thailand, Singapore, South Africa, and Hong Kong.

Baotietie, a famous animation character created by the the Shanghai UUCMM Culturale Multi-mMedia Co, wins the Best Animation Character of the 11th Golden Monkey King Award. [Photo/uucmm.com]