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

China's popular spicy latiao snacks have become a global sensation, attracting fans from more than 160 countries worldwide. These spicy, sweet and chewy wheat flour strips originated as an emergency staple food in Pingjiang, Hunan province, in 1998, after a devastating flood destroyed the local soybean crop. They have since grown into a multi-billion yuan industry, with the largest producer, Hong Kong-listed Weilong, earning nearly 50 percent more from overseas sales in 2024 compared to the previous year.

Mala Wangzi, the factory visited by AFP in Pingjiang, produces nearly 700 tonnes of latiao daily, selling nearly all of its output domestically. However, the plant exports its popular snacks worldwide, capitalizing on the growing international interest in Chinese culture, known as "Chinamaxxing." Latiao can now be found in specialist grocery stores, e-commerce platforms and through social media platforms like TikTok and Instagram.

Influencers have played a significant role in promoting latiao, with one gaining 1.5 million views by consuming a latiao-made house model, and another receiving 2.6 million views for her enthusiastic review of a giant latiao. The snack's image has shifted from being considered unhealthy and unsanitary to being recognized as a potentially enjoyable and even addictive treat.

The company has responded to this change by reducing the use of oil, salt, sugar and additives, and incorporating more natural ingredients into their recipe.

Despite the positive transformation of latiao's image, not everyone is convinced of its appeal. Some younger consumers, like 22-year-old Yang Xuhao, have given up on the snack, opting for a healthier lifestyle. Nonetheless, latiao's popularity shows no signs of slowing down, as brands continue to innovate and reach new markets.