China’s viral latiao ‘spicy strips’ take a bite of global snack market

Once considered mere junk food, China's ubiquitous 'latiao' spicy strips are now a significant player on the global snack market. These chewy, sweet, and spicy snacks, made from wheat flour dough, have found a massive international following, transforming an industry worth over $8.9 billion.

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Latiao are now exported to more than 160 countries worldwide, showing that the market is moving increasingly towards internationalisation.

Mala Wangzi, a factory in Hunan province, produces nearly 700 tonnes of latiao daily. While its entire output is currently sold domestically, the company's vice president, Li Manliang, stated that latiao are exported to more than 160 countries. This international expansion is fueled by growing online enthusiasm for Chinese culture, often dubbed 'Chinamaxxing,' with platforms like TikTok and Instagram showcasing foreigners trying the fiery snacks.

Weilong, China's largest latiao producer, reported a nearly 50 percent increase in overseas sales last year, reaching 117 million yuan. Brands are seeing rapid growth in East and Southeast Asia, and consumers in the United States and Australia are actively seeking out the snacks through specialist stores and e-commerce. This global reach signifies a major shift towards internationalization for the product.

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If you can handle your spice, I think you would enjoy this. Highly, highly recommend.

Originally developed in 1998 as an emergency food after floods destroyed local soybean crops, latiao have overcome a reputation for being unhealthy and unsanitary. Brands have worked to improve food safety and transparency, with some factories even livestreaming production to showcase hygienic conditions. "When I was young, my parents believed they contained too many additives," said Beijing resident Wang Jingfei. "But as the industry has developed and more brands have emerged, food safety has drawn a lot of attention… so I don’t think it’s a big problem to eat it now and then."

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When I was young, my parents believed they contained too many additives. But as the industry has developed and more brands have emerged, food safety has drawn a lot of attention… so I don’t think it’s a big problem to eat it now and then.