China’s viral latiao ‘spicy strips’ take a bite of global snack market
At a gleaming new factory in China’s central hinterland, masked workers in white uniform season and sift through mounds of latiao, a longtime popular snack that has found hungry fans overseas. Spicy, sweet and curiously chewy, Chinese latiao — literally “spicy strips” — are made by cooking wheat flour dough at a high temperature and […]
In a gleaming new factory in China’s central countryside, masked workers in white uniforms are preparing to package spicy strips known as latiao. This picture, taken on June 17, 2026, shows workers in the Mala Wangzi factory in Pingjiang County, Hunan Province, getting ready for the packaging process. Spicy, sweet, and chewy, latiao are made by cooking wheat flour dough at high temperature and pressure.
Originally developed as emergency supplies after devastating floods destroyed the local soybean crop, the snacks have evolved into an industry worth over 60 billion yuan ($8.9 billion).
The factory in Hunan Province produces nearly 700 tonnes of latiao daily, which are sold domestically but have also found popularity overseas. With over 160 countries importing latiao, Li Manliang, vice president of Mala Wangzi, testified that the market is moving towards internationalization. The snacks have become available in East, Southeast Asia, as well as in the United States, Australia, and other countries, sold in specialty stores, e-commerce platforms, and through social media platforms like TikTok and Instagram.
TikTok and Instagram are filled with videos of foreigners trying the spicy snacks, with one influencer generating 1.5 million views by eating a model house constructed entirely from latiao. Another TikTok video with 2.6 million views features an Australian reviewer enjoying a giant latiao, stating, "If you can handle your spice, I think you would enjoy this. Highly, highly recommend."
Although formerly considered unhealthy and unsanitary, latiao brands have been working to improve their image. During a visit to the Mala Wangzi factory, an employee livestreamed the production process to demonstrate hygienic conditions, claiming adherence to pharmaceutical industry standards. The company has also made changes to the recipe to make the snack healthier by reducing oil, salt, sugar, and additives, and using more natural ingredients.
In addition, Mala Wangzi has taken various steps to appeal to younger consumers, including opening pop-up museums, hosting latiao-themed weddings, sponsoring e-sport events, music festivals, and animation conventions. However, not everyone is convinced of the snack's positive transformation. 22-year-old Li Peng, who once indulged in latiao during his school days, has now vowed to maintain a healthy lifestyle and get in shape.
Written by urgent.news from Hong Kong Free Press's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
