Why has Sichuan spicy sauce, which is three times more expensive than Lao Gan Ma, become an American internet celebrity?

Why are American netizens always so fond of Chinese-style chili sauce, even willing to pay high prices for it?

Recently, a Sichuan chili sauce called Fly By Jing has become popular in the United States! Its price was once hyped up to $15, almost three times the price of Lao Gan Ma, yet it continues to dominate the Amazon best-seller list in the US.

Image source: Internet

"I like it, but it's too expensive. I bought a jar and used it for just over a week."

"Personally, I like the taste of this oil, but I don't think it's spicy at all. It has a unique flavor that I really like, so I will buy it."

Many American netizens are complaining about the price on social platforms like Reddit while frantically placing orders, saying, "It's too expensive, but it's really delicious!" So what is the story behind this Sichuan chili sauce that has American friends obsessed and is "shockingly expensive"?

Image source: Internet

Small Batch and Premium Ingredients

The Fly By Jing brand was founded in 2018 by a Sichuan woman who grew up in the US. She drew inspiration from the "fly restaurants" on the streets of Chengdu, combining traditional Sichuan chili sauce with modern dietary concepts to create the Fly By Jing sensation in America.

Unlike industrial mass-produced chili sauces, this brand insists on handmade production, ensuring that every jar retains the layered flavors of numbing, spicy, and fresh aromas.

This pursuit of quality has established Fly By Jing as a "premium" brand in the US market, breaking the stereotype that Chinese condiments are cheap and low-end.

As consumers have commented: "Although it's expensive, you can taste the difference." This high-premium positioning has given the brand a differentiated survival space in the fiercely competitive condiment market.

Image source: Internet

Channel Selection: Combining DTC Model with Mainstream Retailers

Fly By Jing initially sold products through its own website (DTC model), reaching consumers directly and saving on intermediary costs. The user experience on the independent site is story-driven, showcasing everything from brand history to ingredient sourcing, fully displaying the product's value. This model helped Fly By Jing quickly accumulate a loyal user base in its early days.

Image source: Fly By Jing official website

At the same time, the brand actively expanded offline channels, partnering with mainstream US retailers such as Whole Foods and Target to bring its products into physical stores.

This strategy of combining online and offline channels has enabled Fly By Jing to cover more consumption scenarios. According to data, its independent site receives 160,000 monthly visits, while sales on Amazon are also steadily increasing.

Image source: Internet

Content-Driven Market Communication

Of course, the success of Fly By Jing is also inseparable from the power of social media.

From classic American dishes to specialty foods from around the world, Chinese cuisine is increasingly popular on TikTok. The hashtag #Chinesefood has garnered over 1.6 billion views on the platform, with Fly By Jing frequently appearing.

Image source: TikTok

On TikTok, Fly By Jing showcases various ways to pair chili sauce through short videos, such as spreading it on fried eggs, pizza, and even ice cream, attracting a lot of attention.

Currently, Fly By Jing's TikTok account @flybyjing has 21,600 followers, but its videos have reached 5.5519 million views.

Image source: TikTok

In addition, the brand actively collaborates with key opinion leaders (KOLs) in the food sector. The bloggers chosen by Fly By Jing are known for authentic and approachable content. These creators incorporate the chili sauce into their eating habits through personal experiences in daily life.

For example, TikTok influencer @orianaasmr shared a video making lobster with Fly By Jing chili sauce. This simple and practical content immediately received 1.1 million views on TikTok, making viewers feel it's real and trustworthy, and also stimulating their interest to try it themselves.

Image source: TikTok

Capital Support: A Key Step for Expansion

The buzz generated by social media has opened up the market for Fly By Jing, while capital backing has provided the foundation for its continued expansion.

As of March 2023, Fly By Jing has completed three rounds of financing, with a cumulative amount of tens of millions of dollars. These funds have been used to expand production capacity, optimize the supply chain, and help the brand enter mainstream retail channels such as Whole Foods and Target.

This well-paced capital investment has significantly improved the brand's operational capabilities and market competitiveness.

Fly By Jing financing situation Image source: Internet

Conclusion: Building a Global Bridge with Authentic Flavors

The success of Fly By Jing is no accident. With authentic flavors and modern marketing methods, it has transformed Chinese chili sauce from a regional specialty into an international "trendy item."

Whether in product quality, brand story, or channel strategy, this case shows how Chinese brands can find their unique positioning in the global market.

For other Chinese brands looking to go global, Fly By Jing provides a powerful reference: insist on quality, tell a good story, embrace localization, and successfully achieve the transformation from "Made in China" to "Created in China" through the integration of culture and business.