Weilong
Wine brand
Last updated August 31, 2026
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History
Weilong’s history is closely associated with the development of China’s modern spicy-snack industry. The business was founded in 1999 in Luohe, Henan, by Liu Weiping. Luohe had an established food-processing base, and the company began by producing spicy wheat-based snacks. These products were inexpensive, strongly seasoned and easy to distribute, making them suitable for small shops, school-area retail, supermarkets and later online commerce. During its early development, Weilong helped convert latiao from a largely regional snack format into a standardized branded product. Industrial production, branded packaging and wider distribution allowed the company to offer consistent flavor and texture at national scale. Its products became particularly visible among younger consumers, for whom latiao developed both an everyday-snack role and a strong cultural association with childhood and school-age consumption. As the business grew, Weilong expanded beyond its original wheat-snack base. It introduced or developed products using konjac, dried tofu and other ingredients, while retaining the spicy and savory flavor profile associated with the brand. This diversification reduced reliance on a single product type and gave the company more opportunities to respond to changing preferences in texture, portion size and perceived variety. The company also moved toward more formalized corporate management and large-scale manufacturing. Its growth model has included production capacity, quality assurance, research and development, brand building and multi-channel distribution. Traditional retail remains important, but e-commerce and digital marketing have become increasingly relevant for product discovery, promotional activity and direct consumer engagement. Weilong’s corporate evolution culminated in the creation and public listing of Weilong Delicious Global Holdings Ltd. on the Hong Kong Stock Exchange in December 2022. The issuer trades under code 9985. The listing increased the company’s public reporting obligations and provided a platform for communicating its growth strategy, product portfolio, operating performance and governance arrangements to investors. In its current phase, Weilong is balancing the advantages of a highly recognizable domestic brand with the pressures of a competitive and increasingly scrutinized food market. It must maintain manufacturing consistency and food-safety controls, manage costs and pricing, renew its product range and build consumer demand outside China. Its international opportunity is based on the portability of Chinese spicy-snack culture, but overseas expansion also requires adaptation to local regulations, tastes and distribution systems. The company therefore remains primarily a Chinese consumer-staples business with international ambitions rather than a fully globalized food group.
Products and positioning
Mass-market Chinese leisure-food brand focused on spicy, flavorful, portable and affordable packaged snacks, with particular strength in wheat-based latiao products.
Spicy wheat snack
Latiao spicy wheat strips
The brand’s best-known product family consists of chewy wheat- or gluten-based strips seasoned with chili and other savory flavorings. Latiao is generally sold in individually wrapped or multipack formats and is designed for ambient storage and convenient consumption. Weilong’s products helped make this once primarily regional snack category nationally recognizable.
Konjac snack
Konjac Shuang
Konjac Shuang is a konjac-based spicy snack line associated with Weilong’s effort to broaden its portfolio beyond wheat products. Its appeal comes from a springy, chewy texture and intense savory seasoning. The line gives the brand access to consumers seeking variety in texture and ingredient base while preserving the spicy flavor identity that defines much of Weilong’s range.
Seasoned bean-curd snack
Spicy dried tofu
Weilong’s seasoned dried-tofu products extend the brand into a traditional Chinese snack format. The products use a firm, protein-based texture and chili-forward seasoning, typically in portable packaged portions. They complement the company’s wheat and konjac lines and demonstrate its broader positioning as a spicy leisure-food producer rather than a single-product latiao manufacturer.
Brand decisions
2022
Public-market listingM&ABackground
After developing a nationally distributed packaged-snack business, Weilong pursued access to public equity markets and formalized its corporate profile through a Hong Kong listing.
Action taken
Weilong Delicious Global Holdings listed on the Hong Kong Stock Exchange under ticker 9985.
Aftermath
The listing increased disclosure and gave the company a public-market platform for pursuing product, channel and international growth.
- Portfolio diversification and overseas expansionStrategy
Background
The company’s historical reliance on spicy wheat snacks created an incentive to add new textures and ingredient categories and to seek demand outside mainland China.
Action taken
Weilong developed konjac, dried tofu and other snack products while identifying overseas distribution as a longer-term growth avenue.
Aftermath
The brand retains latiao as its signature offering but operates with a broader snack portfolio and an international-growth objective.
Recent events
- 2022
Weilong Delicious Global Holdings lists on the Hong Kong Stock Exchange[2]
Other
The company completed its Hong Kong listing under stock code 9985, marking a major corporate-finance milestone for the Weilong snack business.
- 2022
Weilong Delicious Global Holdings listed on the Hong Kong Stock Exchange[2]
M&A
Weilong completed its Hong Kong listing under stock code 9985, marking the transition of the spicy-snack company into a publicly traded consumer-foods business.
Weilong expands its packaged-snack portfolio beyond latiao[1]
Product launch
Corporate materials describe continued development of konjac, dried tofu and other savory snack categories alongside the company’s traditional spicy wheat products.
Weilong pursues overseas distribution and international growth[2]
Other
The company has identified international markets and overseas channels as part of its longer-term expansion agenda, while retaining China as its core market.
Weilong expanded its branded snack portfolio beyond traditional latiao[2]
Product launch
The company developed and marketed product families covering konjac, dried tofu, vegetable products and other seasoned snacks, reducing its dependence on a single spicy-gluten category.
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