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

In China’s central province of Hunan, a new factory is producing latiao, a popular spicy snack that has gained popularity both domestically and internationally. Known as “spicy strips,” latiao are made from wheat flour dough that is cooked at high temperatures and pressures, resulting in a spongy, red-colored snack that resembles deep-fried French fries. Despite being considered junk food, latiao has evolved into a multi-billion-dollar industry.

At the Mala Wangzi factory in Pingjiang county, workers season and sift mounds of latiao to create the final product. The factory produces nearly 700 tonnes of latiao daily, with the company selling all of its output domestically. However, latiao have begun to attract attention from foreign consumers, particularly those interested in Chinese culture or “Chinamaxxing.”

Mala Wangzi, the company behind latiao, has exported the snack to over 160 countries, marking a shift towards internationalization. The company’s vice president, Li Manliang, confirmed this trend during an interview with AFP. Latiao can now be found in specialty grocery stores, e-commerce platforms, and even on popular social media platforms like TikTok and Instagram, where users share videos of themselves trying the spicy snack.

One TikTok influencer gained 1.5 million views by consuming a latiao-made model house, while another Australian reviewer praised a giant latiao snack for its addictive flavor. In an effort to modernize its image and appeal to younger consumers, Mala Wangzi has implemented several initiatives. The company has opened pop-up museums nationwide, hosted over 4,000 latiao-themed weddings, sponsored e-sport events, music festivals, and animation conventions, and even livestreamed its factory floor to demonstrate its hygienic conditions, which adhere to pharmaceutical industry standards.

While latiao remains popular among many Chinese consumers, some, like 22-year-old Li Peng, have chosen to avoid the snack due to personal health goals. However, the overall trend indicates a growing acceptance and appreciation of latiao on the global stage.