Chinese latiao, a snack made from wheat flour dough, has grown into an industry worth more than 60 billion yuan, or $8.9 billion, with exports reaching more than 160 countries.
The Mala Wangzi factory in Pingjiang, Hunan Province, a leading producer, manufactures nearly 700 tonnes of the red-colored strips daily. While Mala Wangzi sells its entire output domestically, other brands have actively pursued overseas markets in East, Southeast Asia, the U.S. and Australia through specialty grocers, e-commerce platforms and social media.
Weilong, the largest latiao producer in China and listed in Hong Kong, reported 117 million yuan in overseas sales last year—a near 50 percent increase from 2024.
Social media has accelerated the snack's global rise. TikTok and Instagram videos of foreign consumers trying latiao have driven visibility. One influencer posted a video of a model house built entirely of latiao that garnered 1.5 million views. Another TikTok video showing an Australian reviewer eating a giant latiao accumulated 2.6 million views.
Latiao originated in Pingjiang in 1998 as an emergency food after devastating floods destroyed the local soybean crop. Though it became common in Chinese supermarkets, the snack developed a reputation for being unhealthy and unsanitary.
Latiao producers have spent years rehabilitating the brand's image. Mala Wangzi vice president Li Manliang said the company bases its hygiene standards on those used in the pharmaceutical industry and has modified recipes to reduce oil, salt, sugar and additives while increasing natural ingredients.
Mala Wangzi has invested heavily in marketing, opening pop-up museums nationwide and organizing more than 4,000 latiao-themed weddings for loyal customers. The company has also sponsored esports events, music festivals and animation conventions to integrate latiao into popular culture.
