Graduation season is here again, and students who are not busy defending their theses are desperately trying to find jobs. Jiao Yuwei is a recent Master’s Degree graduate in Chongqing and despite being unable to find a job in advertising as planned, she’s not worried. She plans on returning home to Luoyang to set up a stall selling roasted brains. Discouraged during her unsuccessful job search, she had sought out roasted brains as comfort food only to find not a single restaurant serving the dish. So the business idea was born. It helps that a recent competition recognized Jiao Yuwei’s roasted brains as one of Luoyang’s “50 best delicacies”.