We must embrace that and allow people, whether it’s a grandmother in China or her granddaughter in America, to express and define their own experiences of that cuisine. People who are passionate about their cultures and the foods that they make are what breathe new life into our traditions. The most exciting part about Chengdu’s food culture is how it is always changing. Gao: In my opinion, with every cuisine, the only way that it can thrive is if it evolves. We have big goals to become the first modern, high-quality, mainstream Chinese food brand and we’re just getting started on that journey.īastian: How does food play a role in keeping traditions alive and in pushing cultures forward? Each turn in the road led me to Fly By Jing-which by far has been my biggest challenge yet. For me, it’s when I feel comfortable that I know it’s time to make a change. I saw my corporate career as the place for me to learn as much as I could in preparation for eventually making the jump to my own venture. Gao: I always knew I wanted to start my own business. How do you know when it’s time for a pivot, and what have you learned from making major changes more than once? So in addition to selling directly to customers via the brand’s website, Fly By Jing is now available in more than 400 stores across the country, plus giant grocery retailers like Costco, Whole Foods, Wegmans and Sprouts.Bastian: You’ve taken several big career leaps, leaving your corporate career to start a restaurant, leaving that restaurant to start a pop-up dinner series, and pivoting that into a spice and condiment company. People have realized that it is not any different from Cholula or sriracha, and that it’s nothing to be scared of,” she says. “Because of that messaging and because of our active insistence on marketing our products that way why chili crisp has become such a popular condiment in the US. with local branding, Gao chose to use English lettering to make her products more accessible. And unlike several Asian pantry staples sold in the U.S. In addition to her bold neon branding that just begs to be Instagrammed, the jar and packets themselves have detailed instructions on how to use the items, and the brand’s website also features a wide range of recipes for more ideas. Gao’s secret sauce to success lies in her deep understanding of marketing foreign pantry staples to a largely American audience. Making Chinese Ingredients A Staple In American Cooking “We want to be the go-to source for the highest quality Chinese food in the world,” notes Gao, sharing plans of slowly expanding her product line to include a lot more condiments and pantry staples in the coming months. She also stocks premium pantry staples from local manufacturers like a 10-year aged black vinegar, 3-year-aged doubanjiang and preserved black beans to name a few. ![]() ![]() For anyone new to the joy of digging into a hot pot, all you need to do is stock up on dipping ingredients (noodles, tofu, meat, vegetables.you get the point) to create your very own delicious hot pot to share with friends and family. To prove that Fly By Jing is more than just a sauce brand, Gao has recently launched a Fire Hot Pot Base, the first all-natural soup base option available in the west.
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