On June 27, the plant-based food technology brand “New Vegetarian” was officially listed on the Minax platform, completing the asset tokenization and RWA issuance of its “New Vegetarian Plant-Based Meat” product series. This pioneering cooperation not only marks the first inclusion of plant-based meat as a mappable on-chain asset within the RWA framework, but also provides a digital financial gateway for health-focused consumer brands to enter the global market.

On the first day of listing, the asset price surged by 351.62%, sparking a wave of on-chain food asset trading and ranking first on Minax Global Brand Exchange’s daily gain list.

From a Meal of “Plant-Based Meat” to Globalized On-Chain Food Assets

“New Vegetarian” was founded by a leading domestic food science team, dedicated to developing high-quality plant-based meat products aligned with Eastern dietary structures. Its products, based on natural plant proteins such as soy, peas, and spirulina, integrate modern food technologies and cover a wide range of categories including chilled meat, ready-to-cook meals, plant-based sausages, meat sauces, and peptide powders—serving family meals, Chinese cuisine, fitness, and retail scenarios. The brand has won multiple iSEE Global Taste Awards and WOW FOOD Innovation Awards, and has cooperated with brands like Haier, Joy City, and Huawei.

Cao Yihao, Chairman of New Vegetarian Global Development Ltd., stated: “Plant-based protein is not only the direction of food innovation but also a vital engine for green consumption and dietary structure upgrade worldwide. This cooperation with Minax, which brings ‘New Vegetarian Plant-Based Meat’ on-chain, is a key step in our digital and global strategy. Through RWA technology, we structurally map product value and enable premium consumer goods to access financial and trust infrastructure on-chain. Moving forward, New Vegetarian will continue to explore more solutions rooted in Eastern dietary culture and leverage Web3 tools to connect with global markets, capital, and consumers to build a sustainable, high-value health food brand ecosystem.”

Cao Yihao, Chairman of New Vegetarian Global Development Ltd.

Consumable, Co-Constructable, Circulable: Minax Facilitates the Assetization of Food Brands

This RWA issuance, supported by Minax’s technical and compliance capabilities, was structured based on real revenue data and inventory assets of “New Vegetarian.” Smart contracts ensure asset information is transparent, traceable, and deliverable, building a trusted capital bridge for consumer brands. Minax, with years of expertise in the global RWA space, continues to extend RWA asset categories from traditional heavy assets like real estate, bonds, and gold, to lighter assets such as “brand assets” and “consumer assets.” This cooperation with “New Vegetarian” is a deep practice of the logic that “consumption is value” and “brand is asset.”

After the event, Zhou Ruiqing, Chairman of Zhongguancun Financial Holdings (Hong Kong) Co., Ltd.; Cao Yihao, Chairman of New Vegetarian Global Development Ltd.; Wan Yuhua, Founder of Bawang International Group and Dean of Global Charm Women’s Academy; and Chairman Gong Fangxiong took a group photo.

Danny Deng, Founder and CEO of Minax, commented:

“We firmly believe RWA is more than just a financial tool—it’s a new trust mechanism connecting industries and users. New Vegetarian not only represents the future of food trends but also embodies key RWA qualities such as user engagement, brand recognition, and stable cash flow. We hope this cooperation will mark the beginning of enabling health food brands to enjoy the efficiency and opportunity of on-chain finance.”

Danny Deng, Founder and CEO of Minax

Food × Technology × Finance: Unlocking New Application Scenarios for RWA

As policy continues to support “carbon neutrality, green consumption, and nutritional health,” plant-based protein has become a key driver in global dietary transformation. The Chinese Dietary Guidelines (2022) officially introduced the “Eastern Healthy Dietary Pattern,” and “New Vegetarian” is a leading example of this concept in action.

With a first-day gain of over 351.62%, the successful RWA of the New Vegetarian plant-based meat brand as the first food-type RWA asset has proven strong market recognition for the new track of “health consumption assets.”

Looking ahead, Minax and New Vegetarian will continue to explore innovative RWA applications such as green assets, carbon footprints, and consumer rights points, building a more inclusive, participatory, and sustainable consumer financial ecosystem.

Every Bite of Plant-Based Meat Is an Investment in the Future

From farmland to blockchain, from kitchen to digital ledger, from nutritional meals to financial assets, New Vegetarian and Minax are opening a new value cycle: enabling great products to be seen, invested in, and co-created.

And this is precisely the future trust landscape that RWA—as Web3 infrastructure—is redefining.