In a culinary landscape that has long been dominated by Western flavors and familiar sauces, Fly By Jing is emerging not only as a standout condiment brand but also as a cultural ambassador for modern Chinese cuisine. Founded by Gao Jing, the company has successfully carved out a niche that redefines what Chinese flavors can represent in the United States.

What commenced as a personal endeavor to reconnect with her heritage has transformed into one of the fastest-growing Asian food brands in the U.S. market. Gao's journey illustrates how a passion for cooking can evolve into a significant business, particularly one rooted in the iconic spicy and aromatic flavors of her hometown in Chengdu, Sichuan province.

Before the launch of Fly By Jing in 2018, Gao worked in the tech sector for a U.S. firm based in China. It was her deep dive into the culinary world that unveiled her true passion for Sichuan cooking. Although her first restaurant in Shanghai was short-lived, it laid crucial groundwork for furthering her mission to bring authentic Sichuan flavors to a global audience.

At the Food and Beverage Innovation Forum held in Shanghai, Gao expressed that her studies in Chinese cooking were rooted in a desire to reconnect with her identity. Observing a growing enthusiasm for Sichuan flavors worldwide, she recognized that there was a gap in understanding and access to these traditional ingredients in the West.

Gao focused on a versatile kitchen staple — chili sauce. Unlike typical hot sauces found in the U.S. that emphasize heat over complexity, her version embodies the authentic, multifaceted essence of Sichuan cuisine. Using ingredients such as fermented black beans, Sichuan peppercorns, and aged chili oil, Gao opted for authenticity rather than diluting flavors to suit American tastes.

The grassroots approach combined with strategic marketing propelled Fly By Jing to success. The brand launched on Kickstarter, appealing to an adventurous audience eager for new culinary experiences. Utilizing social media platforms, particularly Instagram, they effectively harnessed the power of word-of-mouth to spread their story.

Fly By Jing quickly transitioned from a passion project into a thriving consumer packaged goods company. With its products now available online and through over 12,000 retail locations across the U.S., including major chains like Whole Foods, Target, and Walmart, the brand has catapulted into the mainstream.

The brand has become synonymous with the chili crisp phenomenon, witnessing growth that surpasses traditional condiments like ketchup and mayonnaise. Recently, Fly By Jing celebrated becoming the number one chili crisp brand in the United States, a reflection of robust consumer demand and effective strategic execution.

Gao's commitment to quality is evident in the sourcing of ingredients directly from Chengdu, despite the challenges posed by cost pressures and local manufacturing preferences for lower-quality substitutes. By ensuring that the chili sauce features 18 all-natural ingredients and maintains a focus on traditional manufacturing methods, Gao holds the brand's authenticity as a core value.

As Fly By Jing navigates the complexities of U.S.-China trade policies and rising tariffs, Gao remains optimistic about the future. The company is currently expanding its product line and distribution strategy, including the introduction of noodles paired with sauces, which are more familiar to the American palate.

While the brand's roots remain firmly embedded in China, its operations are primarily geared towards the U.S. market. With recent expansions into over 5,000 Walmart stores, Gao aims to introduce the unique flavors of Fly By Jing to a broader audience, helping consumers understand and appreciate the versatility of Sichuan cuisine.

Gao encapsulates her vision by stating that the journey of Fly By Jing is merely beginning. As she continues to navigate the market, she emphasizes the importance of storytelling in their branding to dispel misconceptions and showcase the high-quality, modern essence of Chinese flavors.