{
  "id": 921520,
  "title": "China’s viral latiao ‘spicy strips’ take a bite of global snack market",
  "url": "https://urgent.news/2026/08/15/chinas-viral-latiao-spicy-strips-take-a-bite-of-global-snack-market",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-15T00:40:00.000Z",
  "source": {
    "name": "Hong Kong Free Press",
    "slug": "hong-kong-free-press-hongkongfp",
    "url": "https://hongkongfp.com/2026/08/15/chinas-viral-latiao-spicy-strips-take-a-bite-of-global-snack-market/"
  },
  "original_language": "en",
  "account": "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).\n\nThe 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.\n\nTikTok 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.\"\n\nAlthough 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.",
  "summary": "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 […]",
  "key_points": [
    "Latiao, spicy sweet chewy snacks, produced in Hunan Province factory",
    "Over 160 countries import latiao, expanding international market",
    "Brands improve image by reducing unhealthy ingredients, promoting health"
  ],
  "editors_take": "The global spread of China's latiao snack indicates a shift in consumer taste towards international flavors and a makeover of the industry's image to appeal to health-conscious and younger audiences.",
  "illustration": null,
  "coverage": {
    "outlets": 3,
    "also_reported_by": [
      {
        "outlet": "Chartbook",
        "title": "Top Links 1193 SpaceX and civilisational ambition. China's precarious labour market. Pakistan's Kashmir troubles, Tahiti & tattoos.",
        "url": "https://urgent.news/2026/08/14/top-links-1193-spacex-and-civilisational-ambition-chinas-precarious",
        "published": "2026-08-14T11:25:56.000Z"
      },
      {
        "outlet": "Hong Kong Free Press",
        "title": "China’s viral latiao ‘spicy strips’ take a bite of global snack market",
        "url": "https://urgent.news/2026/08/15/chinas-viral-latiao-spicy-strips-take-a-bite-of-global-snack-market-927557",
        "published": "2026-08-15T00:40:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}