Xiangliao Chongqing Noodle Sauce Wins Singapore’s “Human-Centered Design Award 2026”

Recently, the 2026 Singapore Human-Centered Design Award was officially announced. The international packaging design for Chongqing noodle sauce brand “Xiangliao”—jointly created by Sino-Singapore (Chongqing) Industrial Design Co., Ltd., Chongqing-based brand “Xiangliao,” and Singapore-based design firm Pinch Design—stood out among numerous entries to become the only Chinese food project to receive this award. This honor is not only a recognition of the design philosophy but also another vivid example of Chongqing, as a global City of Design, promoting international design co-creation and empowering local industrial upgrading.

China-Singapore Collaboration: Design Empowers “Chongqing Flavor”

This award-winning project is a vivid demonstration of how the Chongqing Municipal Manufacturing Talent Service Center (Chongqing Industrial Design Promotion Center) has fully leveraged its role as a bridge for international resource connectivity under the City of Design initiative, advancing China-Singapore design cooperation from strategic framework to tangible outcomes. As a key participant in the project, China-Singapore (Chongqing) Industrial Design Co., Ltd. initiated the “Xiangliao” Chongqing Noodle Sauce International Packaging Design Collaboration Project in January 2026, establishing a design philosophy centered on “internationalization, digitalization, industrialization, and premium quality,” aiming to reshape the culinary identity of Chongqing through international design language.

In this collaboration, each party brought its strengths: Singapore‘s Pinch Design contributed international perspective and deep insights into the Southeast Asian market; the Chongqing-based team accurately captured the essence of Bayu culture; and the “Xiangliao” brand provided in-depth knowledge of the product and market. This fusion is a powerful practice of the “complementary advantages and win-win co-creation” advocated by the China-Singapore Connectivity Initiative.

Human-Centered: Design with International Warmth

“Human-centered” was the core criterion for this award. During the design process, the team conducted systematic adaptation studies based on the usage habits, kitchen scenarios, and cultural aesthetics of overseas consumers, particularly those in Singapore. This was supported by the Singaporean design team’s dedicated visit to Chongqing to “seek out the flavor,” documenting the noodle culture and consumption scenarios through the city’s streets and alleys.

At the award ceremony, Xu Fei, founder and CEO of the “Xiangliao” brand, shared the original intention behind this endeavor: “The core of this design is ‘human-centered.’ Our packaging aligns with the visual aesthetics, brand perception, and consumer habits of overseas markets represented by Singapore, while retaining the core product advantages of authentic Chongqing flavor, convenience, and adaptability across multiple scenarios. We have achieved enhanced aesthetics, functional convenience, and social media appeal. This award further strengthens our commitment to a user-needs-driven approach to globalization.”

Looking Ahead: A Steady and Sustainable Path of Design Co-Creation

As the only global City of Design in western China, Chongqing has always used design as a bridge to connect global creative resources and empower urban industrial upgrading. This award follows the official establishment of the Singapore Design Council‘s Chongqing Representative Office in December 2025, marking another significant achievement in China-Singapore design cooperation and another impressive appearance of “Chongqing Design” on the international stage.

Going forward, Chongqing will continue to leverage the UNESCO Creative Cities Network as a key platform, deepen exchanges and mutual learning with fellow Cities of Design, and promote more “Chongqing Creation” products entering global markets with enhanced international competitiveness, allowing the world to appreciate the unique charm of Bayu culture through design. Design is becoming Chongqing’s new language for engaging with the world.