Luosifen, a pungent-smell type of rice noodles, which has its origins from the southern China city of Liuzhou, is now slowly gaining popularity in international market.
Luosifen, or river snail rice noodles, is a signature street food in Liuzhou, which features rice vermicelli soaked in a spicy broth nicely flavored by river snails and topped with ingredients such as pickled bamboo shoots, string beans, peanuts and fried tofu skin. This delicacy has already captured the interest of domestic Chinese consumers, and now it is turning its attention to the overseas market.
The Luosifen industry in Liuzhou achieved Rmb 48.37 billion (US$7.14 billion) in sales revenue for the first 10 months of 2022, up 16.48% year-on-year. In the same period, the city exported more than 2,060 tonnes of Luosifen, with a total value of US$8 million, up 65.8% and 68.4% respectively, according to data from the customs authorities.
The noodle specialty, which was inscribed on the list of national intangible cultural heritage, has become one of the most sought-after dishes after it was featured in the hit documentary A Bite of China in 2012. The city started to produce prepackaged Luosifen in 2014, which instantly became a hit. In the first 10 months of this year, the sales revenue of packaged Luosifen hit Rmb 15.3 billion (US$2.26 billion), up 21.65% from the previous year.
Currently, there are more than 40 noodle manufacturing enterprises in the city that had obtained export certification for their products, according to Tang Jiwen, Head of the Liuzhou Luosifen Association.
Luosifen prepackaged noodle dish has now been exported to more than 20 countries including the US, Australia, Canada and Malaysia.
Meanwhile, a major producer of Luosifen, Guangxi Luobawang Brand Management Co., Ltd (GLBM) earlier announced its plan to export a total of 43,250 packets of Luosifen noodles in original, spicy and tomato flavors to the US via south China’s Guangdong Province. Ou Haoxuan, its General Manager said the company hopes to grow its business by exporting its products overseas.
The Liuzhou authorities has rolled out a string of guidelines and measures to further standardize Luosifen production and help the noodle makers better understand the prevailing international trade standards in order to expand exports. Ou said, “We adjusted the raw material composition and production lines of noodles as some countries bar certain animal-sourced ingredients.”
As one of the pioneer exporters for Luosifen, GLBM saw its noodle exports grow by 79.5% year on year in the first 10 months of 2022, while its export to ASEAN countries skyrocketed by more than 400%.
