He Chang believes in having a small business with a big dream.[Photo/china.org.cn]

Built on belief

He Chang is dismissive of the notion that Huang Taiji is simply a money-making vehicle for its owners. He said: "We should have a belief. In my thirties, one of the most precious times in my life, I choose to sell Chinese crepe. I wouldn't have done this without belief. My belief pushes me to take the time and energy to do this."

In essence, He Chang believes in having a small business with a big dream.

"Many people look down on us and see no difference between what we do and what the street vendors do. When we start a business, we should ask ourselves: What is my priority? Am I in it for the money? Am I doing it to have fun? Or does what I am doing embody my beliefs? When you do something meaningful, you will never lose momentum."

Faith in the future

He Chang plans to have a chain of restaurants rather than franchises so that he can focus on maintaining the quality of his product. He said: "In particular, I need a peaceful and calm mindset. There's no doubt that a rapid expansion of Huang Taiji is an attractive proposition; but the single-minded pursuit of wealth will make my business flighty. That is not what I want."

When it comes to the future of Huang Taiji, He Chang is confident. He believes that traditional Chinese food will have more market appeal than Western fast food brands such as KFC and McDonald's. Now that really is dreaming big.