Want Want
Want Want is a Taiwanese food and beverage brand and media group best known for rice crackers, dairy drinks, flavored beverages, and snack foods.
Last updated August 26, 2026
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Overview
Want Want is the principal consumer brand of a Taiwanese food manufacturing and media group whose roots date to I Lan Foods Industrial Company Limited, established in Yilan County in 1962. The business began with canned agricultural products before shifting toward mass-market snack foods and beverages. Its most important product development was a rice cracker made from rice flour, developed under the leadership of Tsai Eng-meng, the founder's son, who assumed control of the business at a young age. The company built its identity around rice-based snacks and the highly recognizable Want Want name. In 1983, it worked with Japan's Iwatsuka Confectionery Company, one of Japan's major rice-cracker manufacturers, to develop the Taiwanese rice-cracker market. The relationship combined Japanese production expertise with Want Want's local manufacturing and distribution capabilities. Want Want later expanded its geographic ambitions by becoming the first Taiwanese operator to apply for registration of the Want Want trademark in mainland China in 1987. It began commercial operations there in 1992 and opened its first mainland production plant in Changsha, Hunan, in 1994. The mainland China business became the group's principal growth platform. The group expanded its manufacturing footprint to more than 100 plants in China, in addition to facilities in Taiwan, and developed a broad portfolio spanning rice crackers, dairy products, flavored drinks, candies, jellies, popsicles, nuts, ball cakes, and other packaged snacks. The brand is particularly associated with brightly packaged, highly distributed impulse products sold through supermarkets, convenience stores, traditional retail outlets, and other mass-market channels. Its portfolio also includes dairy and beverage products that extend the brand beyond snacks into everyday consumption occasions. Want Want used corporate restructuring and capital-market transactions to support its expansion. Want Want Holdings Pte Ltd was listed on the Singapore Stock Exchange in 1996 and later delisted in 2007. Want Want China Holdings Limited, the group's mainland-focused listed vehicle, was listed on the Hong Kong Stock Exchange in 2008. The group subsequently broadened its interests beyond food manufacturing. In 2009, it acquired the China Times newspaper group and television assets including China Television and Chung T'ien Television, creating a diversified food, publishing, and broadcasting organization commonly referred to as the Want Want China Times Group. The food business remains the group's core commercial identity, while its media ownership has made Want Want a prominent participant in Taiwan's political and public-affairs environment. Critics and media-freedom organizations have alleged that the group maintains unusually close relationships with Chinese Communist Party and Chinese government-linked institutions, and that its media outlets have reflected positions favorable to Beijing or Taiwan's pan-Blue political camp. Want Want has rejected allegations of improper political coordination and has pursued legal action against some reporting. These controversies have made the group more politically consequential than a typical packaged-food manufacturer. Want Want operates primarily across Taiwan and mainland China, with additional international distribution. Public descriptions of the group report a workforce exceeding 60,000 people and a manufacturing network of more than 100 plants in China plus two in Taiwan. Its current brand proposition combines affordable, highly recognizable Asian snack and beverage products with extensive distribution and strong visual branding. Because the group spans food, beverages, publishing, and television, the Want Want name functions both as a consumer brand and as shorthand for a larger corporate media and commercial network.
History
Want Want traces its origins to I Lan Foods Industrial Company Limited, which began operating in Yilan County, Taiwan, in 1962. The original business manufactured canned agricultural products. Its direction changed after Tsai Eng-meng, son of founder Jonathan Shuai Qiang Ng, took over the company at the age of 19 and developed a rice-flour cracker. That product established the foundation for the company's later identity as a leading rice-snack and beverage manufacturer. A major technical and commercial turning point came in 1983, when Want Want collaborated with Iwatsuka Confectionery Company Limited, a leading Japanese rice-cracker producer. The partnership helped develop the rice-cracker market in Taiwan and gave Iwatsuka a 5 percent holding in the company. The relationship linked Want Want with Japanese confectionery expertise and helped the Taiwanese company scale a category that would become central to its brand portfolio. Want Want began preparing for mainland Chinese expansion during the 1980s. In 1987, it became the first Taiwanese operator to apply for a trademark in China for the Want Want name. It entered the mainland market in 1992 and opened its first production facility there in Changsha, Hunan, in 1994. This expansion eventually produced a large manufacturing and distribution system under Want Want China, with more than 100 reported plants in China and additional facilities in Taiwan. The group entered the Singapore capital market in 1996 through Want Want Holdings Pte Ltd. That entity was delisted from the Singapore Stock Exchange in 2007. In the following year, Want Want China Holdings Limited was listed on the Hong Kong Stock Exchange, providing a listed structure for the group's China-focused operations. The group expanded beyond food manufacturing in 2009 by acquiring China Times and television assets including China Television and Chung T'ien Television. The acquisitions created the Want Want China Times Group, a diversified organization combining food and beverage manufacturing with newspaper publishing and television broadcasting. This expansion also increased the group's influence in Taiwan's media and political environment. Want Want's media ownership has generated continuing controversy. The group has been described as aligned with Taiwan's conservative or pan-Blue camp. Critics have alleged that its China-related business relationships and media operations provide channels for Chinese government influence in Taiwan. The Financial Times reported alleged coordination with China's Taiwan Affairs Office, after which Want Want sued the relevant correspondent for libel. Reporters Without Borders criticized the legal action. In 2019, Wang Liqiang alleged that China Television and Chung T'ien Television received funding from a company linked to the People's Liberation Army in return for politically favorable coverage; the group denied the claim. In 2025, Taiwan's Mainland Affairs Council announced an investigation into allegations that Want Want collaborated with the Chinese Communist Party to organize a summit. Commercially, Want Want remains focused on high-volume packaged food and drink. Its businesses are generally described across rice crackers, dairy products, beverages, snack foods, and related products such as candies, jellies, popsicles, nuts, and ball cakes. The group is reported to employ more than 60,000 people. Its brand continues to depend on broad distribution, recognizable packaging, and a portfolio designed for frequent, affordable consumption in Taiwan, mainland China, and other Asian markets.
- 2025
Taiwan announces investigation
[1]Taiwan's Mainland Affairs Council announces an investigation into alleged collaboration between Want Want and the Chinese Communist Party.
- 2019
Political influence allegations
[1]A self-described Chinese intelligence defector makes allegations concerning Want Want-owned television outlets and political influence in Taiwan; the group denies them.
- 2009
Expansion into media
[1]The group acquires China Times and television assets including China Television and Chung T'ien Television.
- 2008
Hong Kong listing of Want Want China Holdings
[1]Want Want China Holdings Limited is listed on the Hong Kong Stock Exchange.
- 2007
Singapore delisting
[1]Want Want Holdings Pte Ltd is delisted from the Singapore Stock Exchange.
- 1996
Singapore listing
[1]Want Want Holdings Pte Ltd is listed on the Singapore Stock Exchange.
- 1994
First mainland production plant opens
[1]Want Want opens its first production facility in Changsha, Hunan.
- 1992
Mainland China operations begin
[1]The company starts business operations in mainland China.
- 1987
Trademark application in China
[1]Want Want becomes the first Taiwanese operator to apply for registration of the Want Want trademark in mainland China.
- 1983
Rice-cracker collaboration with Iwatsuka
[1]Want Want collaborates with Japanese rice-cracker maker Iwatsuka Confectionery to develop Taiwan's rice-cracker market.
Products and positioning
A mass-market Taiwanese food and beverage brand centered on rice-based snacks, sweet and savory packaged foods, dairy products, and accessible everyday refreshments. Its positioning relies on high brand recognition, colorful packaging, broad retail availability, and large-scale manufacturing in Taiwan and mainland China.
Rice-based snacks
Want Want rice crackers
Rice crackers are the brand's defining product category and descend from the rice-flour cracker developed after Tsai Eng-meng assumed leadership. The category was further developed through the company's 1983 collaboration with Iwatsuka Confectionery. Want Want's rice snacks are positioned as affordable, widely distributed packaged foods for everyday eating and impulse purchase.
Dairy beverages and foods
Want Want dairy products
Dairy products form one of the group's major business divisions. They extend Want Want beyond dry snacks into drinkable and refrigerated or shelf-stable consumption occasions. The portfolio is marketed through the same broad retail infrastructure that supports the group's snack and beverage products.
Beverages
Want Want flavored beverages
Flavored drinks are a core part of Want Want's food and beverage portfolio. They complement rice crackers and confectionery with sweet, accessible refreshments sold through mass retail and convenience-oriented channels in the group's main Asian markets.
Confectionery and packaged snacks
Want Want confectionery and snack foods
The wider snack-food division includes candies, jellies, popsicles, nuts, ball cakes, and other packaged products. This range gives the brand coverage across multiple textures, formats, and eating occasions while preserving its mass-market and highly recognizable identity.
Controversies
2025
Investigation into alleged CCP collaboration
Taiwan's Mainland Affairs Council announced an investigation into allegations that Want Want collaborated with the Chinese Communist Party to host a summit.
2019
Allegations concerning television funding and election influence
Wang Liqiang alleged that Want Want-owned television outlets received funding from a company affiliated with the People's Liberation Army in exchange for politically favorable stories and sought to influence Taiwan's 2020 election. Want Want China Times Group denied the allegations.
Alleged links to Chinese Communist Party and government institutions
Want Want has faced repeated accusations that its commercial and media activities are closely connected to Chinese Communist Party or Chinese government-linked institutions. The group has rejected allegations of improper influence.
Libel litigation involving Financial Times reporting
Want Want sued a Financial Times correspondent after reporting concerning alleged coordination with China's Taiwan Affairs Office. Reporters Without Borders criticized the lawsuit as abusive.
Brand decisions
2009
Acquire China Times and television assetsM&ABackground
The group sought to diversify beyond food manufacturing and expand its presence in Taiwan's media sector.
Action taken
Want Want acquired China Times, China Television, and Chung T'ien Television.
Aftermath
The acquisitions formed the basis of the Want Want China Times Group and intensified scrutiny of the company's political and media influence.
2008
List Want Want China Holdings in Hong KongOtherBackground
Following the 2007 Singapore delisting, the group required a listed structure for its China-focused operations.
Action taken
Want Want China Holdings Limited was listed on the Hong Kong Stock Exchange.
Aftermath
The listing provided a Hong Kong capital-market platform for the mainland business.
1992
Enter mainland ChinaStrategyBackground
Want Want had secured an early position for its trademark and sought growth beyond Taiwan.
Action taken
The company began commercial operations in mainland China and subsequently invested in local manufacturing.
Aftermath
Mainland China became the group's principal manufacturing and expansion base.
1983
Partner with Iwatsuka to develop rice crackersStrategyBackground
Want Want sought to build a Taiwanese rice-cracker market and strengthen its product-development capabilities.
Action taken
The company collaborated with Iwatsuka Confectionery, a major Japanese rice-cracker maker, to develop the category in Taiwan.
Aftermath
The partnership helped establish rice crackers as the central category of the Want Want brand.
Sources1 sources
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