FLY BY JING

About FLY BY JING

FLY BY JING is a food company specializing in premium, all-natural Chinese pantry staples, inspired by the flavors of Chengdu. Founded in 2018 by Jing Gao, the company's name is a tribute to Chengdu's famed "fly restaurants"—hole-in-the-wall spots so delicious they attract diners like flies. Gao, an expert on Chinese cuisine, created the brand to share the authentic, complex flavors of her hometown with the world, aiming to shift the global perception of Chinese food.

Gao was born in Chengdu, grew up in various locations, and later returned to China, where she reconnected with her culinary roots. Her journey included working in technology, training under a master chef in Sichuan, writing about food, and opening a restaurant in Shanghai. The idea for a packaged food brand emerged from a series of successful pop-up dinners she hosted worldwide, where her homemade sauces, particularly the Sichuan Chili Crisp, garnered significant attention. This led to a highly successful Kickstarter campaign that launched the brand.

The company's business model is multi-channel, combining a strong direct-to-consumer (DTC) presence through its website and Amazon with a rapidly expanding retail footprint. Initially bootstrapped and funded via Kickstarter, FLY BY JING has since secured significant private equity and venture capital funding, including a $12 million Series B round in March 2023, to fuel its growth. Revenue is generated through the sale of its products online, including a "Tastemaker Club" membership program, and through wholesale distribution to major retailers like Target, Whole Foods, Costco, and Kroger.

FLY BY JING's core product is the Sichuan Chili Crisp, which quickly became a top-selling hot sauce on Amazon. The product line has expanded to include a variety of sauces, noodles, spices, and even merchandise. The brand targets professionals aged 27-42 who are health-conscious, value flavor and convenience, and are curious to explore global cuisines. By using high-quality ingredients and modern, bold branding, FLY BY JING has successfully positioned itself as a premium offering in the fast-growing Asian flavors market.