This Food Brand Changed The Way You Think about Asian Cuisine
A Shopify Masters conversation, hosted by Serena Smith, with Jing Gao, founder of Fly By Jing, the Sichuan chili crisp brand the show says is sold in about 12,000 US stores. Jing talks about growing up in Chengdu and moving countries as a child, trying to blend in, the Sichuan food culture behind the brand, and why she prices a small-batch Chinese product at what it is worth. Sponsor: Shopify, which presents the show. PARTIAL COVERAGE: this note covers the intro, her Chengdu childhood and moves between countries, the host's parallel story, and the section on pricing and perceptions of Chinese food, and does not cover every part of the roughly 45 minute conversation. Store counts and survey figures are the show's own and not independently checked.
Executive Summary (TL;DR)
A Shopify Masters conversation, hosted by Serena Smith, with Jing Gao, founder of Fly By Jing, the Sichuan chili crisp brand the show says is sold in about 12,000 US stores. Jing talks about growing up in Chengdu and moving countries as a child, trying to blend in, the Sichuan food culture behind the brand, and why she prices a small-batch Chinese product at what it is worth. Sponsor: Shopify, which presents the show. PARTIAL COVERAGE: this note covers the intro, her Chengdu childhood and moves between countries, the host's parallel story, and the section on pricing and perceptions of Chinese food, and does not cover every part of the roughly 45 minute conversation. Store counts and survey figures are the show's own and not independently checked.
Key Takeaways
Chili crisp at every meal
Jing says she was born in Chengdu, where nearly every family makes its own chili crisp and she grew up with it in the fridge.