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

At a modern factory in central China, masked staff in white uniforms prepare and sort mounds of latiao, a spicy snack that has gained popularity both domestically and internationally. This facility, located in Pingjiang county, Hunan province, produces nearly 700 tonnes of latiao daily. Latiao, known as "spicy strips" in English, are made by cooking wheat flour dough at high temperature and pressure.

Originally developed as emergency food supplies following devastating floods, the snack has evolved into a multi-billion yuan industry. Despite its reputation as junk food, latiao brands have been working to improve food safety and appeal to health-conscious consumers. The company Mala Wangzi, which owns the factory, sells all of its production domestically, but has begun exporting latiao to more than 160 countries.

Li Manliang, the company's vice president, noted that the snacking habit has found new fans through online enthusiasm for Chinese culture. These days, latiao can be found in supermarkets, e-commerce platforms, and social media platforms like TikTok and Instagram. Influencers have created viral content featuring the snack, such as a 1.5 million view video of an Australian reviewer eating a giant latiao.

Manufacturers have taken steps to address previous concerns about health and safety, reducing the use of oil, salt, sugar, and additives, and using more natural ingredients. In an effort to attract younger consumers, Mala Wangzi has opened pop-up museums, hosted latiao-themed events, and sponsored various entertainment gatherings.

While many have embraced the snack, some, like 22-year-old Li Peng, have decided to kick the habit in pursuit of a healthier lifestyle.