Latiao Industry Tops RMB 60 Billion; Weilong's 2025 Overseas Sales Rise Almost 50%
China's spicy snack latiao is accelerating into global markets as foreign social-media videos boost awareness. Industry scale has exceeded RMB 60 billion. Weilong, the largest mainland producer and a Hong Kong-listed company, posted 2025 overseas revenue of RMB 117 million, up nearly 50% from 2024, while rival Mala Wangzi exports to more than 160 countries. Latiao was first made in 1998 in Pingjiang, Hunan, as an emergency staple after floods ruined soybean crops, and was once seen by some consumers as unhealthy.
China's "latiao" spicy snack is accelerating its entry into global markets. The chewy, sweet-and-spicy strip was first developed in Pingjiang, Hunan province, in 1998 as an emergency staple after severe flooding wiped out local soybean crops. Today, the latiao industry's scale exceeds RMB 60 billion.
Short videos of foreigners tasting latiao have spread widely on overseas social media, raising the category's profile abroad. A vice president of the Hunan-based brand Mala Wangzi said its products now reach more than 160 countries and regions worldwide. Weilong, China's largest latiao producer and a Hong Kong-listed company, generated RMB 117 million in overseas sales in 2025, up nearly 50% from 2024.
Latiao became commonplace in supermarkets across China in its early years, and while some consumers once regarded it as an unhealthy food, its international expansion continues.
Why this event matters
The event has a measured impact on 1 industry. The strongest current signal is positive for Snack Foods, with intensity 70/100 and 85% confidence over a medium term horizon.
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