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China’s ‘spicy strips' go global

At a gleaming new factory in China’s hinterland, hundreds of masked workers in white hygiene uniforms season, haul, and sift through mounds of latiao, one of the country’s favorite snacks and, recently, a viral overseas trend.

Spicy, sweet, and curiously chewy, Chinese latiao – literally “spicy sticks” – are often condemned as junk food, yet have nonetheless become an industry worth close to 100 billion yuan ($17.4 billion), with livestreams targeting youthful consumers and the fiery snacks even reaching overseas as TikTok users embrace them as part of a ‘Chinamaxxing’ trend.

AFP VIDEO

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Transcript
00:00
00:03
00:04Here we have a lot more time.
00:19We have about 600 million users.
00:22We have about 600 hundred and thousand units.
00:23In the States, it has about 600 million.
00:24It's about 600 million.
00:25The only thing of the year is to sell the US population.
00:28The market is on the market and towards the international market.
01:01So, let's go.
01:04Let's get started here.
01:16When I eat the food, I believe it has been a lot of added-on-one for the last few
01:23years.
01:23But now the product has become more and more.
01:28And also because of food safety, I have been in a huge interest.
01:32So many brands will be interested in safety.
01:39Their ingredients are now more safe.
01:43The taste of the meat is more expensive and less expensive.
01:47When you don't want to eat, you can choose the meat.
01:51For example, you can choose the meat.
02:02I don't know what I'm talking about.
02:32You
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