What's Latiao? Unraveling the Spicy Sensation from China

Introduction

Latiao, also known as Spicy Stick or Spicy Strip (simplified Chinese: 辣条; traditional Chinese: 辣條), is a unique and delectable snack originating from China. Composed primarily of soybeans, wheat, chili peppers, and a blend of distinct Chinese spices, Latiao has taken the snack world by storm with its irresistible spicy flavor. Videos of people enjoying Latiao have spread across video platforms at an astonishing rate, and its popularity is not confined to China alone. According to promotional materials from the Weilong Latiao brand, their products are sold in over 30 countries and regions worldwide, with annual sales exceeding 10 billion packets.

The History of Latiao

Qiu Pingjiang: One of the Pioneering Inventors of Spicy Strips (Latiao)

Latiao's predecessor was a spicy tofu snack originating from Pingjiang County in Hunan Province, China. In 1998, a severe flood in Hunan led to a significant increase in the price of soybeans, the main ingredient for tofu snacks, causing a devastating blow to the industry. Three local businessmen, Qiu Pingjiang, Li Mengneng, and Zhong Qingyuan, innovated by replacing soy flour with wheat flour. They created a new snack by adding water to the flour and instantly cooking it under pressure. This process, known as extrusion puffing, resulted in a product similar to wheat gluten. By incorporating the local favorite "spicy" flavor into the Latiao, they invented this now-popular snack.

Is Latiao a Junk Food?

Inside the Modern Production Workshop of Latiao

Latiao produced by regular manufacturers adheres to certain standards, and the food additives used have passed safety verification tests. From a scientific perspective, Latiao is not considered "junk food". The public's perception of Latiao as junk food is mainly due to some manufacturers operating without proper qualifications and cutting corners during production. However, this issue was effectively addressed over a decade ago. In 2007, local authorities in Henan and Hunan provinces established two local standards for Latiao. In 2019, the China National Market Supervision Administration issued a notice clarifying the national execution standards for Latiao. Legally produced Latiao should not contain any preservatives, and only a limited number of sweeteners can be used, thus shortening the shelf life to around 120 days.

How to Make Homemade Latiao

Delicious Homemade Spicy Strips (Latiao) Crafted with Bean Curd Sticks

Here's a simple recipe for making homemade Latiao:

Ingredients: 200g of wheat gluten (or tofu skin), 30g of coarse chili powder, 20g of fine chili powder, 20g of cumin powder, 10g of Sichuan peppercorn powder, salt to taste, chicken essence to taste, two green onions, a small piece of ginger, two cloves of garlic, two star anises, and two bay leaves.

Steps:

1. Soak the wheat gluten in water for about 1 minute. Ensure the soaking time is controlled well to prevent the gluten from becoming too soft or too hard.
2. After soaking, mix the gluten with some cooking oil to prevent sticking. Steam the gluten for about 3 minutes.
3. Once steamed, separate the gluten pieces with chopsticks and set them aside.
4. In a pan, add cooking oil and the spices (green onions, ginger, garlic, star anise, bay leaves). Fry on low heat until the spices are crispy and aromatic.
5. Remove the fried spices, then add the prepared chili powder, cumin powder, Sichuan peppercorn powder, and salt to the pan. Stir until aromatic, then turn off the heat.
6. Pour the aromatic chili oil into the gluten, add chicken essence, and mix well.
7. Cover the prepared Latiao with cling film and let it rest for an hour to allow the flavors to fully penetrate. Once cooled, it's ready to eat.

Top Latiao Brands

Weilong: The Reigning Champion of Latiao Brands in China

According to data from the Maigoo website, the top ten Latiao brands, based on company strength, brand honor, sales volume, and consumer reputation, are: Weilong, Spicy Prince, Feiwang, Liangpin Puzi, Three Squirrels, Fantianwa, Junzi, Xian Ge, Gege, and Genji Food.

1. Weilong: Established in 1999, Weilong is now the sales champion of Latiao in China, with products sold in over 30 countries and regions, and annual sales exceeding 10 billion packets. It is considered a representative of the northern style of Latiao, which is less spicy and slightly sweet due to the northern Chinese preference for less spicy food.

2. Spicy Prince: Originating from Pingjiang, Hunan, the birthplace of Latiao, Spicy Prince is considered a representative of the southern style of Latiao, which is more authentic in terms of spiciness and less sweet.

3. Feiwang: Also from Pingjiang, Hunan, Feiwang has been focusing on the research and production of Latiao since 1998. It is a nostalgic snack for many people. Feiwang also has a famous product called "Stinky Dry", which has the flavor of a local specialty in Changsha, Hunan - stinky tofu.

4. Liangpin Puzi: Although not a brand specializing in Latiao, Liangpin Puzi's high-quality positioning and good brand image have made their Latiao products very popular.

5. Three Squirrels: As one of China's largest nut snack brands, Three Squirrels' high sales volume on e-commerce websites has also boosted their Latiao product sales.

6. Fantianwa: Established in 2003 and based in Changsha, Hunan, Fantianwa's Latiao is not only popular in mainland China but also exported to international markets such as Malaysia, Singapore, Canada, India, and Australia.

7. Junzi: Another brand from Pingjiang, Hunan, Junzi is known for its thick, square-shaped Latiao.

8. Xian Ge: Established in 2003 and based in Guangzhou, Xian Ge's Latiao is crispy and less oily, making it a popular choice.

9. Gege: A brand from Jiangxi, Gege is popular in its home province. Their main product, "Bean Angle Dry", is a unique Latiao made from soybeans and cocoa beans.

10. Genji Food: Their main product, Large Spicy Slice, is a hit on Amazon. It's a generous, thin slice with a rich bean flavor and a spicy and savory taste.

Popularity of Latiao Overseas

BBC Spotlight: Reporting on the Phenomenon of Chinese Latiao

Latiao has become a hot-selling product worldwide, following the trend of other internet-famous Chinese foods like Lao Gan Ma (chili sauce) and Luosifen (snail rice noodles). According to data from the Tmall overseas platform, the export volume of Chinese Latiao increased by more than 120% in the second half of 2020, exporting to 160 countries, from nearby Southeast Asia to distant Argentina in South America. Surprisingly, Japan is the largest importer of Latiao, followed by Singapore, South Korea, and the United States.

Nutritional Value and Health Impact of Latiao

Spicy Prince: A Premium Latiao Brand Produced by Yufeng Foods

Like most snacks, Latiao can hardly be classified as a health food due to its relatively high oil and salt content, and some brands even add sugar. Therefore, long-term and large-scale consumption of Latiao may have certain health implications. However, if consumed in moderation, one can enjoy the spicy delight of Latiao without significant health concerns. There are some benefits to eating Latiao, such as the spicy flavor can stimulate appetite, the high calorie content can warm the stomach, and capsaicin from chili peppers can protect the heart.

In conclusion, whether you're a fan of spicy food or a curious foodie, Latiao is a snack worth trying. Its unique flavor, rich history, and global popularity make it more than just a snack - it's a cultural phenomenon. So, why not grab a packet of Latiao and join the spicy sensation?