If you have scrolled TikTok in the past six months, you have probably seen it: a creator tearing open a red packet, pulling out a glossy orange-red strip, taking a bite, and reacting to the heat. The #latiao hashtag has accumulated more than 4.1 billion views on the platform, and the content keeps coming - mukbangs, ASMR chew videos, taste tests, and "what I bought at the Asian grocery store" hauls.
This is not just a social media curiosity. Latiao is now exported to over 160 countries, and Chinese spicy snack exports grew 17% in the first half of 2026 alone. The category's biggest player, Hong Kong-listed Weilong, reported overseas revenue of 117 million yuan in 2025, up nearly 50% year-on-year.
The Biedronka Moment
That pattern - a social media moment, followed by retail listings, followed by more social media - is accelerating the category's expansion. Buyers no longer need to convince consumers that latiao exists. Consumers are already asking for it.
What the Data Says
The global spicy sticks market was valued at roughly USD 1.25 billion in 2025 and is projected to reach USD 2 billion by 2032, growing at about 7% annually. Europe currently represents a smaller share - around USD 62.5 million - but that number is rising as distribution expands beyond Asian specialty stores into mainstream grocers, convenience channels, and discounters.SIAL Paris 2026's own trend analysis recorded a 22.8% increase in new food products that emphasize spicy flavor profiles, with chili, ginger, and black garlic among the fastest-rising taste directions. The "swicy" (sweet-meets-spicy) hybrid is specifically called out as a breakout flavor direction for 2026 - a profile that latiao has occupied naturally for years.
What This Means for Distributors
The window for first-movers is open. Latiao is still under-distributed in most Western European and Central Asian markets, which means a distributor who secures supply now can build category recognition before competition intensifies. The product itself is friendly to retail: long shelf life (up to 360 days on vacuum-sealed lines), compact formats (from 15g mini packs to 92g share bags), and both vegan and halal certifications that widen the addressable customer base.
LAKEXIXI supplies latiao and konjac snacks to 25+ markets with flexible wholesale, OEM, and private-label programs. Samples are available for serious buyers - contact the export team to request a tasting box.