In the age of the fast pace, consumers are sceptical of the ambient foods that they can't go without. Suppose you've ever taken a closer look at the ingredient lists of ambient food. In that case, you'd be surprised at how far they've come from illegal food additives and how unique and diverse the packaging is. However, most consumers, and even some in the industry, are still stuck in the years ago. "People harbour prejudices which are tantamount to the formidable mountain. "perhaps we need more companies with the spirit of a "Foolish Old Man" to remove some of the misunderstandings in people's minds about ambient foods. From the three key points of R&D of flavours, category differentiation and packaging diversification, how can ambient food players seize the innovation? Dispelling the misunderstanding of "temperature", how many growth opportunities are hidden under the ambient track?