Plush 'meat pie' toys give Tibetan culture fresh look

Now you can hug your favorite traditional food from the high-altitude Xizang autonomous region. That's right, food. You can even take it to bed with you.

It's a new cultural brand called Shapaley, which uses the Tibetan word for "meat pie" to connect with ordinary life on the Qinghai-Tibet Plateau. It's turning some familiar flavors and other iconic symbols into cuddly keepsakes and winning hearts on Chinese social media.

Developed by the Xizang Performing Arts Company, the line of plush toys reimagines Tibetan icons — noodles, for example — as huggable friends that make traditional culture playful, portable and relatable.

In the first two weeks since the launch of the first series, around 1,500 units have been sold across China, with orders coming mainly from short-video platform Douyin's shopping section and co-branded pop-up events.

"Tibetan noodles are a familiar taste in the everyday life of Xizang, so we wanted to spin this ordinary flavor into a portable memory. We want it to become a warm new Tibetan specialty in people's hearts," said Fu Shiyu, head of the company's product development department.

The concept taps into a nationwide craze for culturally resonant plush toys, following the lead of brands such as Jellycat and the growing trend of city-themed cultural products.

"When we saw the cultural and tourism sector across the country launching toys based on iconic local symbols, we felt Tibetan culture had huge untapped potential," Fu said. "Because no one had yet ventured into this space, we decided to start with the foods we know best."

The rollout of products features familiar objects in a fun form. For instance, a plush Shapaley "meat pie" replica doubles as a coin purse. A thought-provoking "flowers on cow dung" toy reflects Tibetan humor. A Potala Palace-shaped huggie has quickly become a must-have souvenir for visitors.

The 10-member design team, most of them local employees, is committed to giving Tibetan culture a fresh and hip look. Their main sales channel is Douyin, while they partner with cultural and creative shops for on-site consignment sales.

They also stage interactive events. At a recent outdoor picnic, for example, staff members dressed as tea house owners staged playful noodle-cooking scenes. The immersive approach makes the beloved reallife products come alive, Fu said.

"Many people have said they're happy to finally have a cultural product that represents Tibetan lifestyle, and they're urging us to design more," she said.

Tenzin Sherab, a Tibetan employee, said cultural symbols from everyday life resonate. "The first series of Shapaley products takes a new approach, and it's quite a good one; but it's also a significant challenge," he said, adding that the team hopes to steadily improve the products.

The company has produced plush versions not only of Tibetan noodles, but also of butter tea churns and tea bowls. Each design reflects a familiar aspect of Tibetan lifestyle, recast in a charming, portable and collectible form.

Encouraged by the strong positive feedback, the team is already working on a second series and promises new designs blending creativity with the roots of Tibetan culture. "We hope to keep improving and innovating," said Tenzin Sherab. "This is just the start of a journey to make Tibetan culture warm, friendly and easy to share."