In the heart of southwest China, Chongqing distinguishes itself with a deep-rooted noodle culture, a notable departure from the rice-based diets common in the country’s south. The city’s signature spicy noodles, known locally as xiaomian, are a culinary staple enjoyed at all hours.
Once a humble street food, xiaomian has evolved into a thriving industry now valued at over 56 billion yuan (approximately $7.9 billion). Despite the presence of an estimated 86,000 noodle shops, the sector was traditionally fragmented, with small, family-run establishments facing challenges in maintaining consistent quality and building recognizable brands, which hindered national expansion.
To overcome these hurdles, Chongqing’s Dadukou District initiated a major industrialization push, drawing inspiration from the commercial success of other regional specialties like Liuzhou’s snail rice noodles. In 2021, the district launched the Chongqing Xiaomian Industrial Park, a hub designed to integrate the entire supply chain. The park has attracted over 80 companies and has been instrumental in standardizing recipes—from noodle texture to the precise ratios of chili oil and seasonings—enabling consistent, large-scale production.
Inside the park, companies like Chongqing Jinguyuan Food Technology utilize automated production lines to create pre-packaged, semi-dried noodles. Through precise adjustments to flour gluten, advanced drying techniques, and standardized seasonings, the company successfully replicates the authentic taste at scale.
“We collaborate with universities and research institutes to extend shelf life through standardized production,” said Fu Yong, chairman of Jinguyuan. “Strict quality control over toppings and sauces ensures a uniform taste, allowing consumers outside Chongqing to enjoy authentic flavors at home.”
The industry’s growth is also fueled by innovative marketing that blends online engagement with offline experiences. A recent pop-up event in Chengdu’s Kuanzhai Alley, for instance, drew large crowds for live cooking demonstrations and tastings, generating over 5 million yuan in sales. At the event, seasoning brand Xiangliao showcased its products, building on its success on short-video platforms like Douyin.
“We bring our products directly to consumers, combining livestreaming with on-site tastings to connect with people nationwide,” said co-founder Yin Dongqin. The brand, which offers eight seasoning varieties tailored to regional preferences, has cultivated a social media following of over 5 million.
As the industrial chain matures, ready-to-eat Chongqing noodles are gaining popularity both in China and abroad. The city has designated xiaomian a key specialty industry, which now supports nearly 500,000 jobs and sees over 12 million bowls sold daily.
Pre-packaged noodles are now exported from Dadukou to over 30 countries and regions, including the United States, Thailand, and Singapore. Companies like Yongheji Food have secured U.S. FDA certification and entered major retailers such as Costco, bringing annual overseas sales to more than 40 million yuan.
The industry’s momentum continues to build. Recent events, such as the Xiaomian Cultural Festival, have further boosted its global profile, culminating in the signing of ten new projects worth a combined 1.345 billion yuan. These investments, spanning brand development, technology research, and export initiatives, are set to propel the international expansion of Chongqing’s iconic noodles.
