Xi Yang

China | Total Awards: 2 | Total Score: 8

Yang Xi is the Chief Design Officer and one of the founders of the AMOVO Chocolate brand, which has a 17-year history to date. The brand has amassed tens of millions of fans in China. It is committed to creating pure and natural chocolate with simple and clean ingredients. While maintaining the traditional flavors and quality of chocolate, it adapts to modern health concepts. From the outset, it has chosen to exclude controversial ingredients such as cocoa butter equivalents and GMOs from its supply chain, aiming to preserve the essence of chocolate. It was among the first brands in China to popularize the concept of cocoa butter and introduced concepts such as sugar-free and low-sugar options, offering consumers more freedom of choice. The brand also considers the shopping experience to be crucial, insisting on transparency and honesty in product information for consumers and integrating this philosophy into every aspect of production and service. Led by Yang Xi, the product design team strives to extricate chocolate from its narrow categorization as merely a Valentine's Day gift in China, incorporating it into more aspects of daily life and making it a part of the Chinese daily routine. The brand values the transmission of emotions through visuals, extending a chocolate product's function from consumption to a spiritual realm. It believes that each flavor can evoke specific memories and emotions in tasters, advocating for a product's personality to be felt even before it is consumed.