01 Snapshot
The one-glance read on who they are and how they grow. Each point is verifiable from the receipts above.
Premium Sichuan chili crisp, chili oil, and a newer instant-noodle line sold direct-to-consumer and through Target, Whole Foods, and Costco, under founder Jing Gao.
Creator-led, propped up by a dominant branded organic-search base.
~99,548 monthly visits (+30.3% over the last 3 months) as of 2026-07-14, 142,189 Instagram followers, and a $12M Series B closed in March 2023.
Only two Google ads are active as of 2026-07-14, an image and a text creative each under three weeks old, a fresh wave following a much longer historical run.
Their single biggest amplification event was not an ad or an owned post, it was an unpaid creator reaction video to a copycat controversy that outdrew everything in their paid library combined.
// teardowns with a similar GTM motion
sources & receipts (1)
Live ad libraries: google ad library
Traffic, spend, and revenue figures are estimates as noted in the report; the links above are the primary public artifacts.