liyin rice roll

Liyin Rice Roll specialises in freshly made Chinese rice rolls (cheung fun), offering a comforting, minimalist menu built around soft textures, clean flavours, and traditional techniques. The brand’s appeal lies in its simplicity, freshly prepared, visually soothing food that resonates strongly with both Asian diners and a growing mainstream audience seeking authentic comfort cuisine.

Lumiefy’s role has been to elevate Liyin Rice Roll’s digital presence and translate its understated in-store experience into refined, engaging online content. Our approach focuses on visual clarity, consistency, and storytelling that highlights freshness, craftsmanship, and daily preparation.