Shi-Shi is an Asian-urban-fun street food inspired by Japanese street culture and Far East iconography. However – it’s not "Authentic Japanese" or "Authentic Chinese." It’s A fusion. The brand's graphic identity and tone of voice are both follows the culinary action, performing sophisticated and entertaining "take-off" on familiar Asian symbols - making Shi-Shi A TelAvivian brand, that "speaks" his own language. The leading slogan – Tavi Li Shi-Shi” is Hebrew written in Latin Letters, but sounds like Chinese.