The price has increased several times and it has become a hit in the United States!

Whether it is high-quality and low-priced products or food that delights your taste buds, more and more overseas netizens are conquered by Chinese "Made in China" and have successfully put these products on the "best-selling list". Fly By Jing is one of them.

Dominating Amazon's bestseller list, Sichuan hot sauce is on fire

"It's too expensive, but it's really delicious!" This is the evaluation of many European and American netizens on the Sichuan hot sauce brand Fly By Jing.

When it comes to Chinese hot sauce exported overseas, the first thing that comes to many people's mind must be Lao Gan Ma, a product that foreigners call expensive but indispensable. However, the emergence of Fly By Jing broke this situation. Its selling price was even raised to US$15 at one point, several times higher than Lao Gan Ma.

"Why is Fly By Jing's Sichuan hot sauce so expensive?" Many netizens asked. But even though it is so expensive, there are still many foreigners willing to pay for it. There are many foreigners who pair hot sauce with fried eggs, sandwiches, and even ice cream.

If you search for "Fly By Jing" on Amazon , you will find that although its products are priced high, they still sell well. Many of its products continue to dominate the Amazon BSR list. In the past month, sales have been mostly in the 1K, 2K, and even as high as 10K. They are called "favorites" by overseas consumers.

The best-selling product, Sichuan Pepper Crisp, can be paired with noodles and meat, and can also be used in a variety of Western dishes. Currently, it is priced at US$9.98, with monthly sales exceeding 10,000, and is sought after by many overseas consumers.

On Google Trends, searching for the term "Fly By Jing" shows that its popularity is mostly above 50, and in early November, its popularity began to rise all the way, soaring to 100 from December 15 to December 21. At the same time, the popularity of words related to hot sauce is also soaring, especially "chengdu" and "Fly By Jing gift set".

How popular is Fly By Jing overseas?

On TikTok, a video posted by blogger @kate_cleanhome of using Sichuan hot sauce for breakfast has received more than 1.6 million views and 145,700 likes. Unlike the conventional method, the blogger used Sichuan hot sauce instead of oil to fry eggs, which looked very tempting.

Many netizens have been asking where the hot sauce comes from, and this hot sauce is Fly By Jing.

A Sichuan girl took action and created a popular brand

Fly By Jing is a Sichuan seasoning brand created by Sichuan girl Gao Jing in 2018. At that time, she had lived overseas for more than 20 years and missed the taste of her hometown very much. She combined Sichuan hot sauce with modern diet and created Fly By Jing, which is popular in the United States .

Unlike conventional seasonings that are mass-produced, it has become popular in the United States with its pure natural concepts such as small-batch handmade production and no additives.

This is one of the reasons why Fly By Jing is expensive but still bought crazily by consumers.

At first, Gao Jing just tried the water on an overseas crowdfunding platform, but she never expected that it would sell out as soon as it went online, and she also raised 120,000 US dollars, far exceeding expectations.

Later, Fly By Jing sold its products on its own website and Amazon, reaching and accumulating consumers by showing a series of processes from brand history to the source of ingredients. In 2020, sales on its own website increased by 1,000% year-on-year.

After stabilizing the online presence, Gao Jing began to expand offline channels, cooperating with offline retailers such as Whole Foods and Target to expand the brand.

Many foreigners will use chili sauce with dishes, such as adding chili sauce to vegetable salads and applying chili sauce to roast chicken. Some curious diners will even try new ways of eating, using chili sauce with ice cream, biscuits, bread, etc., almost to the point of "everything can be dipped in chili sauce".

Foreigners' love for hot sauce also made Fly By Jing popular overseas. At that time, Fly By Jing also began to strengthen various marketing methods, such as cooperating with overseas influencers and co-branding with fashionable brands, etc., which not only stimulated potential consumers, but also successfully created its own brand ecosystem.

That is to say, relying on a small hot sauce, Fly By Jing not only sold tens of millions of dollars in revenue, but also won the favor of capital. So far, the company has completed three rounds of financing, in July 2019, July 2021 and March 2023, with a cumulative amount of tens of millions of dollars.

Currently, Fly By Jing has expanded from its initial product, chili sauce, to selling dumplings, buns, hot pot base, and even clothing-related products. While creating benefits for the brand, it has also successfully established a foothold overseas, greatly increasing its popularity and influence.

Chinese food is gaining popularity overseas, and related products are hot-selling

Discussions among overseas consumers further highlight the unique charm of Chinese food. On TikTok, the #Chinesefood hashtag has received 33.382 billion views, with more than 780,000 related videos.

Search for Chinese food or Chinese cuisine on the platform, and you will find that all kinds of dishes fill the entire search screen, and there are also overseas bloggers sharing their own experience of making and even tasting Chinese food. It is not difficult to see how much overseas consumers love Chinese food.

The most popular one is Chinese hot sauce. According to Instacart survey data, more than 70% of young Americans want to add hot sauce to their food, and nearly half of them add hot sauce to their food at least once a week or more, which also shows the market potential of condiments exported overseas.

In 2017, Sichuan hot sauce was also popular in the United States. In the popular American animation "Rick and Morty", Grandpa Rick shouted in the film: "Sichuan hot sauce is the only motivation that supports me." This successfully made Sichuan hot sauce popular, and the price was driven up to more than 10,000 yuan.

In fact, as competition in the domestic market intensifies, more and more condiment brands are choosing to go overseas to win gold. Customs data show that in 2023 alone, the export value of domestic condiments reached US$3.8 billion (about RMB 27.39 billion), among which compound condiments, ketchup and soy sauce ranked the top three in export value.

In addition to condiments, many foods that are popular in China have also become popular abroad.

A-Kuan's red oil noodles have very impressive sales in the US region of TikTok, with sales exceeding 50,000 in December last year alone, and even boosted the sales of instant noodle cookers.

Chinese canned food is being snapped up by many countries, with the export volume reaching 3.125 million tons in 2022 alone, and the export value reaching US$6.89 billion (about RMB 47.4 billion).

The national snack spicy strips have become popular overseas. Previously, the picture of Weilong's "sky-high spicy strips" was widely circulated on the Internet. 5 packs of 65 grams of Weilong spicy strips were sold for US$16.99 (about RMB 24.6) in the United States, which is dozens of times more expensive than in China , but there are still many foreigners willing to pay for it.

There are many products like this that have gone abroad and sold well overseas. In the future, with the spread of e-commerce platforms and social media, I believe that more Chinese food brands will emerge in the international market.

Chili Sauce

Amazon

price