The "Jinyun Shaobing" brand has successfully registered in the European Union, a huge step forward in the traditional flatbread's quest to become a global brand.

Shaobing, usually stuffed with vegetables and minced meat, is a kind of thin and crispy snack. Jinyun county in central Zhejiang has a long history of making shaobing, which has become popular both domestically and internationally.

The "Jinyun Shaobing" brand was established in China at the beginning of 2014. As of today, over 430 demonstration stores have opened in more than 20 provinces, cities and districts across the country. Unassuming stores are scattered throughout the streets of Chinese cities.

In pursuit of a grand global vision, the brand has been expanding into foreign countries. In 2015, the first overseas "Jinyun Shaobing" store opened in Toronto, Canada. The famous Chinese street food later became available in countries such as Australia, Italy, Spain, Vietnam and Cambodia.

The major driving force behind shaobing's expansion is support from the Jinyun government.

Over the past four years, the county has taken a strategic stance on the golden snack. A wave of entrepreneurial enthusiasm has been sweeping the mountainous region, spurring on the shaobing industry in Jinyun.

The industry has achieved a cumulative output value of 2.2 billion yuan ($347.63 million) since 2014, generating income growth among peasants.

Italian people taste the shaobing from Jinyun county in Milan, Italy during the first Chinese Art Festival from May 5 to 7, 2017. [Photo/Lishui Fabu WeChat]

Chefs gather in Jinyun county, Zhejiang province to share methods of making shaobing. [Photo/Lishui Daily WeChat]