Kuai Kuai
Taiwanese snack brand and food producer best known for its puffed corn snacks and the associated Kuai Kuai good-luck culture.
Last updated August 25, 2026
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Overview
Kuai Kuai is a Taiwanese snack brand and privately held food-production company whose name is closely associated with puffed corn snacks, biscuits, and a distinctive cultural practice in Taiwan. The company traces its corporate origins to a pharmaceutical business established in Taipei by Liao Jingang during the period from 1956 to 1967. The original enterprise was named Nan Fang Hong Co., Ltd. and was later renamed Dongda Pharmaceutical Co., Ltd. In 1968, it moved away from its initial pharmaceutical focus and began producing biscuits and snack foods. The following year, the first products in the Kuai Kuai series were placed on the market, with the range positioned toward children and family consumption. The brand name is particularly resonant in Chinese because “kuai kuai” can suggest being obedient, well-behaved, or operating smoothly. That linguistic association helped the snack acquire a role beyond ordinary food consumption. In Taiwan, people commonly place bags of Kuai Kuai snacks beside or on top of computers, servers, industrial equipment, cash registers, laboratory instruments, and other machines. The practice is intended as a playful form of protection or blessing, expressing the hope that the equipment will continue to work reliably. A set of informal rules has developed around the custom: green packaging is generally preferred, and the snacks should be replaced before they expire. This “Kuai Kuai culture” has made the brand unusually visible in workplaces and technical environments. The company formally adopted the name Kuai Kuai in 1974. It continued developing its manufacturing base and established the Zhongli Factory in 1983. In 1989, Dongda United merged with Kuai Kuai Company. After the merger, the business concentrated primarily on biscuits and related snack production while retaining the Kuai Kuai name and its flagship puffed-corn identity. The company later expanded into the Chinese market in 1993, giving the brand a commercial presence beyond Taiwan while remaining strongly identified with Taiwanese popular culture. Leadership remained connected to the founding family for decades. Following Liao Jingang’s death in 2013, his son Liao Minghui became chairman. Family disputes subsequently contributed to changes in leadership in 2018 and 2019, after which Sandi Group took control of the company. Jian Jiafeng became general manager in 2021. Publicly documented information describes Kuai Kuai as an active, privately held snack producer rather than a publicly listed corporation. Commercially, Kuai Kuai is positioned as an accessible mass-market snack brand. Its best-known products are puffed corn snacks, while its broader portfolio includes biscuits and other packaged snack foods. The brand’s strongest differentiation is not a premium ingredient proposition or a narrowly defined health claim, but the combination of recognizable Taiwanese packaging, familiar everyday taste, childhood associations, and the symbolic “keep machines running smoothly” tradition. That tradition has become an important part of the brand’s identity and explains why Kuai Kuai is often encountered in settings far removed from ordinary snack consumption.
History
Kuai Kuai’s corporate history began with Liao Jingang’s pharmaceutical enterprise in Taipei. The business was established sometime between 1956 and 1967 under the name Nan Fang Hong Co., Ltd. and later became Dongda Pharmaceutical Co., Ltd. Although its initial activity was pharmaceutical manufacturing, the company shifted into biscuits and snack foods in 1968. This change created the foundation for the modern Kuai Kuai business. The first Kuai Kuai-branded products were introduced in 1969. The range was developed with children in mind and became associated particularly with puffed corn snacks. The company officially changed its name to Kuai Kuai in 1974, aligning the corporate identity with the product brand that had begun to gain recognition. The name also carried a culturally favorable meaning in Chinese, suggesting obedience, good behavior, or smooth functioning. Manufacturing capacity expanded with the establishment of the Zhongli Factory in 1983. In 1989, Dongda United merged with Kuai Kuai Company. Following the merger, the business focused primarily on biscuits and snack production. Its portfolio came to include puffed corn snacks, the Peacock cookie line, and other packaged foods. The company’s products remained oriented toward broad consumer distribution rather than a narrowly defined premium segment. Kuai Kuai expanded into the Chinese market in 1993. Taiwan nevertheless remained the brand’s central cultural and commercial base. The snacks became connected with a popular Taiwanese custom in which people place Kuai Kuai packages near computers, servers, industrial equipment, and other machines. The custom rests on a wordplay-based belief that the snack’s name can help keep devices operating smoothly. Green packaging is commonly treated as the appropriate choice, and users generally expect the package to remain fresh and unexpired. This practice, often called Kuai Kuai culture, gave the brand an unusual presence in offices, factories, laboratories, and technical workplaces. The company’s later history included a transition away from direct founding-family leadership. Liao Jingang died in 2013, after which his son Liao Minghui became chairman. Internal family conflict produced leadership changes in 2018 and 2019, and Sandi Group subsequently took control. Jian Jiafeng became general manager in 2021. Available reference material does not establish a separate current chief executive or a public listing, and the company is described as privately held. Today, Kuai Kuai is best understood as both a food producer and a culturally distinctive Taiwanese consumer brand. Its core commercial proposition remains familiar snack food, especially puffed corn products and biscuits. Its broader brand equity comes from longevity, recognizable packaging, childhood familiarity, and the good-luck ritual surrounding machines. The company’s public identity therefore combines conventional packaged-food operations with a symbolic role that is unusually prominent for a snack brand.
- 2021
Jian Jiafeng became general manager
[1]Jian Jiafeng assumed the company’s general manager position.
- 2019
Sandi Group took control
[1]Following further leadership changes, Sandi Group took control of the company.
- 2018
Leadership changes during family conflict
[1]Internal family disputes contributed to changes in company leadership.
- 2013
Founding-family leadership transition
[1]After Liao Jingang’s death, his son Liao Minghui became chairman.
- 1993
Expansion into China
[1]The company expanded its market presence into China.
- 1989
Dongda United merger
[1]Dongda United merged with Kuai Kuai Company, after which the combined business concentrated primarily on biscuits and snack foods.
- 1983
Zhongli Factory established
[1]Kuai Kuai expanded its manufacturing operations by establishing the Zhongli Factory.
- 1974
Company adopted the Kuai Kuai name
[1]The company officially changed its name to Kuai Kuai.
- 1969
Kuai Kuai products entered the market
[1]The first products in the Kuai Kuai series went on sale, targeting children and family consumers.
- 1968
Shift into biscuits and snack foods
[1]The predecessor business moved from pharmaceutical manufacturing into biscuits and snack production.
Products and positioning
Accessible Taiwanese everyday snack brand with strong childhood recognition and a distinctive cultural association with smooth, trouble-free machine operation.
Puffed corn snack · 1969
Kuai Kuai puffed corn snacks
The brand’s signature product family consists of puffed corn snacks sold in brightly colored bags. The products are strongly associated with the Kuai Kuai name and are the basis of the brand’s distinctive workplace and machinery-related cultural role. Green packages are especially recognizable because they are traditionally selected for good-luck use beside computers and other equipment.
Biscuits
Peacock cookies
Peacock cookies are part of Kuai Kuai’s biscuit portfolio. They represent the company’s broader position as a packaged-food producer rather than a business limited to puffed corn snacks. Public reference material identifies the line but does not provide sufficient detail here on its individual varieties, recipes, or current market distribution.
Packaged snacks · 1968
Kuai Kuai biscuits and other snacks
Beyond its flagship corn puffs, Kuai Kuai has produced biscuits and other snack foods. The company’s post-merger business was described as focusing primarily on biscuit production, supporting a broad, everyday-snack positioning for children, families, and general consumers.
Brand decisions
2019
Change in control following family disputesOtherBackground
Internal family conflict led to leadership changes across 2018 and 2019.
Action taken
Sandi Group took control of the company.
Aftermath
Kuai Kuai continued as a privately held snack business under the new controlling group.
1993
Market expansion into ChinaStrategyBackground
After establishing a snack and biscuit manufacturing base in Taiwan, Kuai Kuai pursued geographic expansion.
Action taken
The company expanded its market into China.
Aftermath
China became an additional operating market, while Taiwan remained the brand’s core cultural base.
1989
Merger with Dongda UnitedM&ABackground
The company’s food operations were consolidated during a period of corporate restructuring.
Action taken
Dongda United merged with Kuai Kuai Company.
Aftermath
The combined business focused primarily on biscuits and snack production.
1974
Corporate rebranding as Kuai KuaiStrategyBackground
The Kuai Kuai snack series had been on sale since 1969 and had become the company’s central consumer identity.
Action taken
The company officially changed its name to Kuai Kuai.
Aftermath
The corporate name became aligned with the snack brand that later developed a strong cultural association in Taiwan.
1968
Diversification from pharmaceuticals into snack foodsStrategyBackground
The predecessor company had operated as a pharmaceutical manufacturer before changing its business direction.
Action taken
It began manufacturing biscuits and snack foods and subsequently developed the Kuai Kuai product series.
Aftermath
This strategic shift established the foundation for the modern Kuai Kuai food brand.
Sources1 sources
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