Now Reading: China’s latiao spicy strips reach snack markets in 160 countries
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China’s latiao spicy strips reach snack markets in 160 countries
China’s latiao spicy strips reach snack markets in 160 countries
China’s latiao, or spicy strips, are now exported to more than 160 countries as online videos and influencer reviews fuel overseas demand. The chewy wheat-flour snack has grown into an industry worth…
The Story in Brief
China’s latiao, or spicy strips, are now exported to more than 160 countries as online videos and influencer reviews fuel overseas demand. The chewy wheat-flour snack has grown into an industry worth more than 60 billion yuan, according to AFP. Weilong, China’s largest producer, reported 117 million yuan in overseas sales last year, nearly 50% more than in 2024.
A factory in Hunan’s Pingjiang produces nearly 700 tonnes of latiao a day, though the plant visited by AFP sells its output domestically. Manufacturers are cutting oil, salt, sugar and additives, while promoting factory hygiene and new marketing campaigns. The snack still faces an unhealthy-food image, with some consumers praising its taste and others avoiding it for health reasons.
The Indian Opinion
The lazy story is that viral foreign videos alone have transformed latiao into a global hit. They have helped, but exports, retail access and repeat purchases matter more than views. The opposite claim, that recipe changes have made the snack healthy, also goes beyond the evidence. Latiao remains a processed food, even with less oil or salt. The clearest test will be whether overseas sales keep rising beyond Weilong’s 117 million yuan result for last year.
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
