With the pace of life in Chinese cities accelerating and the quality of life rising, young locals are seeking new and different ways to keep themselves fulfilled - in many ways quite literally as the center of home shifts from the living room to the kitchen.

This was the concept promoted at a recent kitchen green revolution press conference. Themed "Return to Nature," the Beijing event by ROBAM Appliances Co., Ltd aimed to reminding people of the essence of pure living and encouraging Chinese people to pursue a simple kitchen life.

Established in 1979, ROBAM is a Chinese manufacturer of contemporary kitchen appliances which provides consumers with modern essential products such as sterilizers, steam, electric and microwave ovens, electric kettle and pressure cookers.

"We developed our economy but polluted our environment. Efforts must be made to change the air, water pollution, food safety challenges facing us now," Ye Danpeng, Brand Director of ROBAM said.

Responding to business insiders' comments following the launch, ROBAM started an upgrade in environmental and ecological protection initiatives. Wang Qiang, CTO of ROBAM, claimed that developing an eco-friendly strategy is not only the company's social responsibility but its core orientation for growth. By making low-carbon and energy-saving smart products, the practice is being called a "return to nature."

Rise of the machines

China's smart kitchen market is still in its earliest phase as it begins to integrate with home appliance giants. ROBAM claims to be the first in this field, has its sights set on grander strategies while promoting the new lifestyle.

The products introduced at the event have improved functions, consume less energy and boast higher water quality. Their new-generation dish washer, for example, is more water-saving than previous models. Meanwhile, ROBAM is cooperating with a Baidu recycling scheme to make better use of its old and discarded kitchen materials. 

"Under the grand background of 17 sustainable development targets issued by the United Nations, China will realize an economy and energy transit through the green (eco-friendly) consumption reform. The public's desire for a healthy lifestyle will drive ROBAM and other players in the industry to realize the upgrade," Wang said.

ROBAM's 'Return to Nature' press conference is held in Beijing recently.

 

A display of ROBAM products. Photos: Courtesy of ROBAM