A Nostalgic Snack Captivates New Generation of Global Consumers

In an era where food trends come and go, one classic Chinese snack is making a remarkable comeback—not just at home, but on shelves across Southeast Asia and beyond. “Dadao Meat” (大刀肉), the iconic spicy sliced pork jerky, is winning over a new generation of consumers, blending nostalgic flavor with modern quality standards.

Behind this success is Hunan Weiyou Food Co., Ltd., a company based in Changsha’s Wangcheng Economic Development Zone. Since 2013, Weiyou Food has transformed what was once a local favorite into a packaged snack suited for today’s markets. Through automated production in 100,000-class cleanrooms and a smart hybrid sales model, the company now produces over 20,000 tons of snacks annually—including the ever-popular Dadao Meat.

Why Dadao Meat Stands Out

Unlike typical jerky, Dadao Meat is known for its tender yet chewy texture, balanced spicy-sweet seasoning, and convenient slice-cut form. Each piece delivers a punch of flavor rooted in Hunan’s rich culinary tradition, yet appealing to international palates.

“It’s more than a snack—it’s a bite of memory for many Chinese, and now it’s becoming a new discovery for overseas consumers,” says a Weiyou Food spokesperson. The product is now distributed across multiple channels, from traditional BC stores and supermarkets to e-commerce platforms and specialty snack retailers.

From Local Staple to Cross-Border Star

Weiyou Food’s strategy has focused on quality consistency and cultural storytelling. While maintaining authentic taste, the company has improved packaging, extended shelf life, and obtained necessary food safety certifications—key factors for entering markets in Thailand, Vietnam, Indonesia, and the Philippines.

Social media has played a crucial role. Short videos showing the jerky’s texture, recipe ideas, and even nostalgic childhood eating moments have gone viral, creating demand among younger, globalized consumers.

Looking Ahead

With plans to expand further into North America and Europe, Weiyou Food aims to position Dadao Meat alongside established international jerky brands. The vision is clear: to turn a traditional Chinese snack into a globally recognized comfort food.

“We believe in preserving tradition while innovating for tomorrow,” the spokesperson adds. “Whether it’s Dadao Meat or our other brands, we’re committed to delivering taste, quality, and a little piece of Hunan to the world.”