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

In a state-of-the-art factory nestled in central China, diligent workers clad in white suits meticulously prepare and sort "latiao," a beloved snack that has transcended borders and gained a dedicated following among global snack enthusiasts. These spicy, sweet, and uniquely chewy strips of wheat flour dough, cooked at high temperature and pressure, have evolved from humble emergency rations to a multi-billion dollar industry.

At a factory in Hunan province's Pingjiang, AFP witnessed the daily production of nearly 700 tonnes of the spongy, red-colored strips, resembling miniaturized French fries swimming in oil. While Mala Wangzi, the factory's operator, currently sells the majority of the product domestically, latiao have captured the attention of international consumers, thanks to a surge in online interest in Chinese culture, dubbed "Chinamaxxing."

With latiao now exported to over 160 countries worldwide, Li Manliang, Mala Wangzi's vice president, highlighted the growing trend of internationalization within the market. Brands have expanded their reach into East and Southeast Asia, where demand is surging, while Western countries such as the United States and Australia have embraced the snacks through specialty grocery stores, e-commerce platforms, and social media platforms like TikTok.

Hong Kong-listed Weilong, the country's largest latiao producer, reported a significant surge in overseas sales last year, raking in 117 million yuan, a nearly 50 percent increase from the previous year. The company's success is further fueled by the viral nature of latiao on platforms like TikTok and Instagram, where videos of foreigners savoring the fiery treats have garnered millions of views.

One TikTok influencer amassed 1.5 million views by devouring a latiao model house built exclusively from the glutinous strips, while another Australian reviewer with a 2.6 million view count endorsed the snack, urging viewers to "highly, highly recommend" it. Despite their reputation as indulgent junk food, latiao have proven to be an adaptable and enticing snack, captivating taste buds across the globe.