Haohuanluo (Chinese: 好欢螺) is an instant food brand originating from Liuzhou, Guangxi, China, best known for its pre-packaged Luosifen, or river snail rice noodles. The brand operates under Liuzhou Dehua Food Co., Ltd. and was founded by Zhang Xiaoxian on May 15, 2015.[1] Its primary market positioning involves adapting traditional Liuzhou street-style Luosifen for national and international distribution through industrialised production, modern packaging, and retail channels.[2]

The product line is characterised by a distinctively sour, spicy, savoury, and aromatic broth, accompanied by toppings such as pickled bamboo shoots, peanuts, fried tofu skin, and day lily buds.[2]

Corporate establishment dates, entity names, and registration details are verifiable through public business records.[1]

Origins in Physical Retail

The origins of Haohuanluo predate its formal incorporation as a brand. Founder Zhang Xiaoxian has extensive experience in the Luosifen industry, having opened her first physical restaurant, Dingzuan Luosifen, in Liuzhou in 2000. This period provided foundational experience in offline operations and recipe development that later informed the creation of shelf-stable instant products.

2014–2015: Transition to Manufacturing

Production of pre-packaged Luosifen began on a small scale in 2014, initially utilising a facility of approximately 80 square metres with three vacuum packaging machines and six employees. Liuzhou Dehua Food Co., Ltd. was subsequently established on May 15, 2015, with Haohuanluo officially launching as its flagship brand.[1] This transition marked the shift of traditional Liuzhou Luosifen from freshly prepared restaurant fare to industrialised convenience food.

2016–Present: E-commerce and Expansion

Following its launch, Haohuanluo expanded rapidly by leveraging e-commerce platforms and growing consumer demand for instant noodles. Official brand materials state that the company has maintained a leading position in online Luosifen sales since 2016 and has secured distribution in major supermarket chains including Walmart, RT-Mart, CR Vanguard, and Yonghui Superstores.[2] During this period, Luosifen evolved from a regional Guangxi snack into a nationally recognised instant food category, with Haohuanluo emerging as a representative brand within the sector.

Haohuanluo’s primary offering is pre-packaged Luosifen. While traditional Liuzhou Luosifen consists of rice noodles, snail broth, pickled bamboo shoots, peanuts, fried tofu skin, and various vegetables served fresh, the instant version separates these components into individual sachets for home preparation.

A typical package includes:

• Rice noodles
• Snail broth concentrate
• Pickled bamboo shoots
• Peanuts
• Fried tofu skin
• Wood ear mushrooms or day lily buds
• Chilli oil or chilli paste
• Vinegar and other seasonings

This multi-sachet structure distinguishes modern pre-packaged Luosifen from standard instant noodles. Public records indicate the brand has released multiple variants, including original, sour and spicy, numbing and spicy, and crayfish flavours.

Haohuanluo emphasises the authentic Liuzhou Luosifen flavour profile, defined by five key characteristics: sour, spicy, savoury, aromatic, and refreshing. The most distinctive element is not merely the heat, but the combination of fermented sourness from pickled bamboo shoots, umami from snail broth, spiciness from chilli oil, and the crunchy texture of peanuts and tofu skin.

Brand literature attributes the broth formulation to traditional Liuzhou preparation methods, stating it is simmered using Guangxi stone snails, pork bones, and approximately 26 types of spices over an extended period. It should be noted that specific recipe claims and processing details originate from promotional materials and have not been independently verified.[1]

The Latin alphabet designation for the brand is HAOHUANLUO. Overseas trademark documentation transliterates the Chinese name as HAO HUAN LUO, providing the English gloss “Good, Joyous, Spiral Shell”. The character “Luo” (螺) directly references the river snail, serving as the central cultural and culinary symbol of the product category.

Visual identity elements include a cartoon snail mascot alongside both the Chinese characters “好欢螺” and the Latin text “HAOHUANLUO”, ensuring consistent recognition across domestic and international markets.

Publicly available brand materials summarise Haohuanluo’s core philosophy as “conscientiously focusing on making one good bowl of noodles”.[1] Additional stated corporate values include:

• Core Value: Gratitude
• Business Principle: Quality
• Corporate Spirit: Continuous reflection and innovation
• Corporate Responsibility: Assuming greater responsibility as capabilities expand

These principles reflect an intent to position the brand not solely as an instant food manufacturer, but as a representative of Liuzhou’s culinary heritage.[2]

Haohuanluo’s growth is attributed to both product quality and active cross-industry marketing collaborations. Documented partnerships include co-branding initiatives with Genki Forest, Nayuki, Onmyoji, A Dream of Jianghu, and Doublemint. These collaborations have enabled a traditionally regional food product to penetrate social media, gaming, beverage, and lifestyle consumption spaces frequented by younger demographics.

The brand’s communication strategy operates on two parallel tracks: leveraging traditional Liuzhou culture to establish product authenticity, while simultaneously employing youth-oriented collaborations and digital marketing to broaden the consumer base.

Haohuanluo has expanded beyond the Chinese domestic market. According to official English-language brand materials, products are exported to over 40 countries and regions, covering Europe, the Americas, Australia, New Zealand, Southeast Asia, the Middle East, and Africa.[2]

This international reach is significant given Luosifen’s origins as a highly localised regional snack. The development of pre-packaged formats and cross-border e-commerce has enabled consumers worldwide to purchase and prepare the dish without travelling to Liuzhou. Consequently, Haohuanluo exemplifies the trajectory of Chinese regional speciality foods evolving from local dining staples to national convenience products and finally to cross-border consumer goods.

Haohuanluo is among the most recognised brands in China’s pre-packaged Luosifen market. Public data indicates sustained high sales performance on e-commerce platforms over multiple years. In the “Top 15 Chinese Luosifen Brands in H1 2022” ranking published by iiMedia Ranking, Haohuanluo was placed first.

However, rankings claiming “number one” status vary significantly depending on the specific year, platform, statistical methodology, and whether metrics are based on sales volume or revenue. Single chart results should therefore not be interpreted as permanent market standings.

From a commercial perspective, Haohuanluo exemplifies a distinct development model for regional food brands:

1. Regional Culture: Leveraging Liuzhou Luosifen as a core cultural asset.
2. Catering Experience: Utilising the founder’s extensive offline restaurant operational background.
3. Industrialisation: Converting freshly prepared dishes into standardised pre-packaged products.
4. E-commerce Adoption: Using online channels to overcome geographical limitations.
5. National Expansion: Entering large-scale supermarkets and national retail systems.
6. Youth-Oriented Marketing: Reaching younger consumers through collaborations, IP licensing, and social media.
7. Internationalisation: Accessing global markets via cross-border e-commerce and overseas retail channels.

This model represents the commoditisation, standardisation, and internationalisation of a regional dietary culture symbol, rather than the simple sale of an instant noodle product.

It is necessary to distinguish between the brand and the corporate entity. Haohuanluo is not synonymous with Liuzhou Dehua Food Co., Ltd.; rather, Liuzhou Dehua Food Co., Ltd. serves as the corporate主体, while Haohuanluo functions as its core brand.

Public business records indicate that Liuzhou Dehua Food Co., Ltd.’s registered scope includes food production, food sales, internet-based food sales, and food import/export activities.[1] Discussions regarding registered capital and business scope should reference the corporate entity, whereas discussions concerning consumer perception, products, and market communications typically refer to Haohuanluo.

Haohuanluo can be characterised by the following defining elements:

• Liuzhou: The brand’s geographical and cultural root.
• Luosifen: The core product category.
• Pre-packaged Format: Transformation of a local snack into convenience food.
• Sour, Spicy, Savoury, Aromatic: The signature flavour profile.
• E-commerce: A critical channel for national distribution.
• Youth Marketing: Expansion through collaborations and IP.
• Internationalisation: Export of products to overseas markets.
• Cultural Export: Dissemination of Liuzhou culinary culture to broader audiences.

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2. About Us | Liuzhou Dehua Food Co.Ltd