When browsing the international food aisle of American supermarkets, one might notice an emerging contender among the chili sauce offerings. While Lao Gan Ma remains the most recognizable Chinese chili brand, a Sichuan-inspired sauce called Fly By Jing has been making waves in the U.S. market with its distinctive flavors and innovative marketing approach.
A Spicy Success Story
Founded in 2018 by Chinese-American entrepreneur Jing Gao, Fly By Jing has carved out a niche by offering authentic Sichuan flavors to mainstream American consumers rather than solely targeting the Asian diaspora. The brand's product line focuses on four core offerings: Zhong Dumpling Sauce, Sichuan Chili Crisp, Extra-Crispy Chili Crisp, and Triple Threat Chili Crisp.
The flagship Sichuan Chili Crisp has achieved remarkable success, selling over 10,000 jars monthly on Amazon at $8.98 per unit — outperforming even the iconic Sriracha sauce, which sells approximately 4,000 bottles monthly on the same platform. The brand's direct-to-consumer website attracts 76,900 monthly active users, demonstrating its growing popularity.
From Tech to Chili: The Founder's Journey
Jing Gao's personal story is deeply intertwined with her brand's identity. Born in Sichuan and raised in the United States from age five, Gao spent her early career in technology before rediscovering her culinary roots. Her journey of reconnecting with Sichuan cuisine became the foundation for Fly By Jing.
For most of her life in America, Gao went by the name Jenny. It wasn't until she launched her food venture that she fully embraced her Chinese identity, reflected in the brand's distinctive name — a playful reference to her given name and Sichuan's capital city.
Three Pillars of Success
Fly By Jing's rise in the competitive American condiment market stems from a strategic combination of product excellence, cultural storytelling, and innovative marketing.
1. Focused Product Line with Western Adaptations
Rather than offering an extensive range, Fly By Jing concentrates on perfecting a few signature products. The brand has successfully introduced Sichuan flavors to Western dishes through creative recipe suggestions, demonstrating how chili crisp can enhance everything from salads to tacos. This approach has generated significant social media engagement, with instructional videos regularly garnering hundreds of thousands of views.
2. Cultural Ambassadorship Through Food
Beyond selling chili products, Fly By Jing positions itself as a cultural bridge. The brand offers hot pot kits and publishes educational content about Sichuan cuisine, including digital guides to Chengdu and specialty cookbooks. These efforts transform condiment purchases into cultural experiences.
3. Founder-Led Brand Narrative
In a market saturated with Mexican salsas and Southeast Asian chili sauces, Fly By Jing differentiates itself through Jing Gao's compelling personal story. Media coverage consistently highlights her bicultural background and entrepreneurial journey, making her face and narrative inseparable from the brand. This strategy has effectively humanized the company while challenging stereotypes about Chinese cuisine.
The Future of Chinese Condiments Abroad
Fly By Jing's success follows in the footsteps of Lao Gan Ma's international breakthrough in 2015, proving that Chinese chili products can achieve mainstream appeal when presented through appropriate localization strategies. As competition intensifies with new entrants like Momofuku Chili Crunch, the brand faces challenges in maintaining quality control and supply chain reliability while potentially expanding into complementary Sichuan food products.
The company's trajectory suggests that authentic flavors coupled with thoughtful cultural translation can create space for Chinese food brands in global markets — not as exotic ethnic offerings, but as premium culinary experiences worthy of any international pantry.