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

Spicy latiao strips, a popular snack originating from China's Hunan province, have made their way across the globe. These delectable, spicy, sweet, and chewy wheat flour dough strips were first created in 1998 as emergency food supplies, after a devastating flood destroyed the local soybean crop. Today, they are a global sensation, with exports to over 160 countries.

The factory in Pingjiang, Changsha, produces nearly 700 tonnes of these spongy, red-colored strips daily. Mala Wangzi, the company behind the factory, sells all of its production domestically, but the popularity of latiao has grown significantly, thanks to increased online enthusiasm for Chinese culture and the platform's influence of platforms like TikTok and Instagram.

Foreign fans, from the United States to Australia, have been drawn to the snack by its unique taste and addictive properties. Influencers have created viral videos showcasing their consumption of the snack, including one who created a model house entirely out of latiao, garnering over 1.5 million views. Despite its reputation as junk food in the past, latiao brands have been working hard to improve the product's healthiness by reducing the use of oil, salt, sugar, and additives, while using more natural ingredients.

Companies like Mala Wangzi have taken additional steps to appeal to younger, health-conscious consumers, by opening pop-up museums, hosting latiao-themed weddings, and sponsoring e-sports events. However, not everyone is convinced by the snack's newfound popularity. Some, like 22-year-old Beijing resident Wang Jingfei, have kicked the habit for a healthier lifestyle.