{"id":180,"date":"2023-10-24T03:58:33","date_gmt":"2023-10-23T19:58:33","guid":{"rendered":"https:\/\/www.hiredchina.com\/articles\/2023\/10\/24\/jianbing-of-mr-bing-attracts-new-yorkers\/"},"modified":"2023-10-24T03:58:33","modified_gmt":"2023-10-23T19:58:33","slug":"jianbing-of-mr-bing-attracts-new-yorkers","status":"publish","type":"post","link":"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/","title":{"rendered":"Jianbing of Mr. Bing attracts New Yorkers"},"content":{"rendered":"<blockquote><p>Brian Goldberg shows a Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States, April 17, 2017. UrbanSpace in midtown New York is a place white-collars come for lunch during their workdays. For the past a few months, cust<\/p><\/blockquote>\n<p>Brian Goldberg shows a Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States, April 17, 2017. UrbanSpace in midtown New York is a place white-collars come for lunch during their workdays. For the past a few months, customers have always lined up before a kiosk under a banner with Chinese characters.&nbsp;<\/p>\n<p style=\"text-align: center;\"> <img loading=\"lazy\" decoding=\"async\" alt=\"Brian1.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/FvCslxk-yK_OfGTgDg0Fc907F8Md?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"427\" title=\"\"><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#Photo_News\" title=\"Photo:News\">Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#A_customer_takes_video_of_how_to_make_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_the_United_States_Photo_News\" title=\"A customer takes video of how to make Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States&nbsp; Photo:News\">A customer takes video of how to make Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States&nbsp; Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#Photo_News-2\" title=\"Photo:News\">Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#A_customer_waits_for_her_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\" title=\"A customer waits for her Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News\">A customer waits for her Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#Customers_select_their_favorite_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\" title=\"Customers select their favorite Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News\">Customers select their favorite Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#A_Jianbing_of_the_flavor_of_roasted_duck_is_made_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\" title=\"A Jianbing of the flavor of roasted duck is made at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News\">A Jianbing of the flavor of roasted duck is made at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#Brian_Goldberg_speaks_with_his_staff_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\" title=\"Brian Goldberg speaks with his staff at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News\">Brian Goldberg speaks with his staff at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.hiredchina.com\/articles\/jianbing-of-mr-bing-attracts-new-yorkers\/#Brian_Goldberg_poses_in_front_of_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\" title=\"Brian Goldberg poses in front of the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News\">Brian Goldberg poses in front of the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<\/a><\/li><\/ul><\/nav><\/div>\n<h5><span class=\"ez-toc-section\" id=\"Photo_News\"><\/span>Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>What this kiosk sells is a very authentic Chinese food in north China &#8212; Jianbing, or the Chinese crepe. The kiosk is branded &#8220;Mr. Bing&#8221;, and is owned by Brian Goldberg, who is born and raised in New York. Goldberg is very involved with Chinese culture: he was a Chinese major back in college in Boston, and studied in China 20 years ago. &#8220;When I went to China, I just love Jianbing so much, it tastes so good, the texture is so good, it is hot, it&#8217;s fresh, it&#8217;s customizable, they make it how you like it.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian2.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/FuppCdpxTMUDnKLg6Z4bUe-RQ2Gd?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"427\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"A_customer_takes_video_of_how_to_make_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_the_United_States_Photo_News\"><\/span>A customer takes video of how to make Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States&nbsp; Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>When I come back to America, you can&#8217;t find it. So if you like something and you can&#8217;t get it, what you do? You make it!&#8221; said Goldberg.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian3.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/Fuj6Z1Z156EsFp0iy26HCYw5ZTPR?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"427\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"Photo_News-2\"><\/span>Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>Goldberg&#8217;s Jianbing plan is not a whim. It was the theme of his business plan when he was a MBA in Columbia University, Goldberg&#8217;s Chinese Crepe. As a student, though he didn&#8217;t have enough funds to proceed. <\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian4.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/Fjg-8iq3zVQ7qt_Xm45woLWUq1o6?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"431\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"A_customer_waits_for_her_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\"><\/span>A customer waits for her Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>It was until five years ago that he made the first step in Hong Kong. To open the Hong Kong shop, Goldberg spent many weekends flying back and forth from Beijing, Tianjin, and Shandong Province, the origins of Chinese Jianbing. After tasting tons, he fixated on one kiosk in Beijing, Xiaoyan Jianbing, whose chef offered to teach him and his Hong Kong employees the recipe. In Hong Kong, Mr. Bing was a blast, but Goldberg always thought of going back home.&nbsp;<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"BBrian5.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/Ft0159FGFs1_vlaoYhBU6y7B_WUo?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"427\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"Customers_select_their_favorite_Jianbing_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\"><\/span>Customers select their favorite Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>Two years ago, he moved back to New York and put himself into his Jianbing shop, opening pop-ups across New York to see how customers like it. Selling Jianbing to New Yorkers is surely not the same with selling them to Chinese. To cater to the taste of Americans, Goldberg applied several changes to the recipe after trial and errors.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian6.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/FsTdKNr9lYO_X3MXVAz2xtQNkydK?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"436\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"A_Jianbing_of_the_flavor_of_roasted_duck_is_made_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\"><\/span>A Jianbing of the flavor of roasted duck is made at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<h5><\/h5>\n<\/p>\n<p>The Jianbing as you see today at Mr. Bing&#8217;s is a revised version: fried wonton skin is used to replace dough stick, and a signature Chinese spicy source instead of fermented bean curd, and there is meat, which Americans love. According to Goldberg, the best-selling flavors are Peking duck and the original.&nbsp;<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian7.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/Fu3uw9W16qTEyJ1TuJwpVDxmGCa0?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"427\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"Brian_Goldberg_speaks_with_his_staff_at_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\"><\/span>Brian Goldberg speaks with his staff at the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>Apart from the UrbanSpace kiosk, Goldberg is also planning on opening another two, in Chelsea and Flatiron separately. Even with one storefront, Goldberg is selling hundreds of Jianbing each day. He is confident this Chinese snack can be something, &#8220;Anyway, Americans didn&#8217;t know much about sushi or burritos back twenty years,&#8221; Goldberg said, &#8220;And they are having them all the time.&#8221; The great goal of Goldberg is bringing Jianbing to the world and establishing his own signature brand with Mr. Bing.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"Brian8.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/FhjmYhbFY6W-clAdmSNHoFA3RvtK?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"456\" title=\"\"><\/p>\n<h5><span class=\"ez-toc-section\" id=\"Brian_Goldberg_poses_in_front_of_the_kiosk_of_Mr_Bing_in_UrbanSpace_food_court_in_New_York_Photo_News\"><\/span>Brian Goldberg poses in front of the kiosk of Mr. Bing in UrbanSpace food court in New York Photo:News<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<hr>\n<p>Source:Xinhuanet<\/p>\n<\/p>\n<hr>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" alt=\"webwxgetmsgimg 1.jpg\" style=\"\" src=\"https:\/\/media.hiredchina.com\/FlXXlKXBxtykYAuKbjvAxKMwIbVH?imageView2\/0\/format\/webp\/q\/75\" width=\"640\" height=\"640\" title=\"\"><\/p>\n","protected":false},"excerpt":{"rendered":"Brian Goldberg shows a Jianbing at the kiosk of Mr. Bing in UrbanSpace food court in New York, the United States, April 17, 2017. UrbanSpace in midtown New York is &#8230;","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-180","post","type-post","status-publish","format-standard","hentry","category-eat"],"_links":{"self":[{"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/posts\/180","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/comments?post=180"}],"version-history":[{"count":0,"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/posts\/180\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/media?parent=180"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/categories?post=180"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hiredchina.com\/articles\/wp-json\/wp\/v2\/tags?post=180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}