The operating company, Longxiang (Shanghai) Commercial Development Co., Ltd., was established in October 2022, although industry sources indicate the HuanXiHuaSheng brand itself originated in Shanghai in 2019.

The Chinese name 欢囍花生 carries specific cultural connotations:

• 欢 (huān): Happy or joyful
• 囍 (xǐ): A traditional character symbolizing “double happiness”
• 花生 (huāshēng): Peanut

Collectively, the name translates approximately to “Happy Peanuts,” “Joyful Peanuts,” or “Double-Happiness Peanuts.”

The brand’s English trademark is FUN PEANUT. Hong Kong trademark records identify the mark as “FUN PEANUT 欢囍花生”, covering Class 29 goods and Class 35 business and retail-related services. This documented trademark usage confirms that HuanXiHuaSheng is not merely an informal romanization but a registered international identity.

2019: Brand origin

According to recruitment information and commercial property sources, HuanXiHuaSheng was founded in Shanghai in 2019. It positioned itself as a next-generation roasted-seeds-and-nuts brand, aiming to bring the traditional Chinese 炒货 (chaohuo, roasted nuts/seeds and related snacks) category into shopping malls. This strategy marked a departure from traditional neighborhood street shops and wet markets, adopting instead a contemporary shopping-center retail environment.

Early development

The brand’s initial concept combined traditional Chinese roasted-food flavors with modern snack trends, emphasizing loose/bulk sales (散装销售) over pre-packaged goods in convenient mall locations. Commercial property sources highlight this focus on bulk sales as a key differentiator during its early expansion phase.

Expansion

Following its establishment in Shanghai, the brand expanded to numerous cities across China, including Shenzhen, Guangzhou, Dongguan, Foshan, Wuhan, Chongqing, Chengdu, Xi’an, Nanchang, Hefei, Changchun, Ningbo, and Changsha. Recent reporting indicates the national store network has grown to hundreds of locations, with one 2026 report citing over 500 stores nationwide. As store counts fluctuate rapidly, this figure represents a snapshot rather than a permanent statistic.

The current Shanghai-associated operating company is Longxiang (Shanghai) Commercial Development Co., Ltd. (陇香（上海）商业发展有限公司), established on October 14, 2022. Company records list its registered capital as RMB 10 million and identify it as controlled by a corporate shareholder.

Additionally, Huixiang (Shanghai) Enterprise Management Co., Ltd. (荟香（上海）企业管理有限公司) appears as the applicant for the FUN PEANUT / 欢囍花生 trademark in Hong Kong and other jurisdictions. Public information suggests a corporate structure involving separate entities for brand ownership, retail operations, product development, and supply chain management, rather than a single conventional manufacturer.

While the brand name emphasizes peanuts, HuanXiHuaSheng has evolved into a comprehensive snack retailer.

Peanuts

Peanuts remain a signature category. Store listings feature varieties such as walnut-flavored/pecan-style peanuts, five-spice peanuts, soy-sauce peanuts, fish-skin peanuts, and other flavored roasted options. Specific store listings identify 山核桃花生 (walnut/pecan-flavored peanuts) as a recommended item.

Roasted seeds and nuts

The brand offers a wide selection of traditional 炒货, including sunflower seeds, melon seeds, pumpkin seeds, pine nuts, cashews, pecans, almonds, and mixed nuts. Products such as 五香瓜篓籽, 盐焗南瓜籽, 开口松子, and 紫皮腰果 are commonly available.

Dried fruits

Dried and preserved fruits constitute another major category, featuring dried apricots, dried strawberries, dried sweet potatoes, dates, preserved plums, and fruit-and-nut combinations. Listings show items like 红杏干 (dried red apricots) alongside date and cashew products.

Other snack foods

The assortment extends to rice crackers, puffed snacks, pastries, sesame-and-walnut products, meat snacks, crispy seaweed, and traditional fried or roasted snack foods. This breadth positions HuanXiHuaSheng as a full-service Chinese leisure-snack retailer rather than solely a peanut vendor.

A defining characteristic of HuanXiHuaSheng is its offline retail experience. Unlike purely packaged-food brands, it operates specialty stores where consumers can browse various roasted foods and dried snacks. These locations are typically small-format retail spaces ranging from 10 to 20 square meters, designed for high-footfall shopping malls.

The format functions as a hybrid of a traditional Chinese 炒货 shop, a modern snack store, and a shopping-mall kiosk. This model allows the brand to maintain the sensory appeal of loose snacks while providing a standardized, modern shopping environment.

HuanXiHuaSheng targets the mass-market, everyday-snack segment rather than the luxury sector. Its stated vision is “家门口的坚果炒货店” (“the roasted nuts and snacks shop at your doorstep”), and its advertising slogan is “国民炒货，就选欢囍” (“For national roasted snacks, choose Huanxi”).

The brand’s differentiation lies in combining traditional taste with modern retail, broad variety, and accessible pricing. It seeks to modernize traditional Chinese roasted snacks without abandoning their cultural character, updating store design, product presentation, and branding while retaining recognizable snack formats. Industry analysis has identified HuanXiHuaSheng as a key example of traditional neighborhood roasted-food businesses transforming into standardized consumer brands through visual branding and modern retail strategies.

HuanXiHuaSheng products have reached markets outside mainland China through cross-border e-commerce and marketplace distribution. In the Philippines, Lazada currently lists products under the HuanXiHuaSheng / FUN PEANUT identity, including roasted seeds, flavored peanuts, and dried-fruit snacks [1]. While this indicates international availability via online platforms, it does not necessarily imply a physical retail network in overseas markets.

The FUN PEANUT identity is central to the brand’s international strategy. Hong Kong intellectual property records list “FUN PEANUT 欢囍花生” under Huixiang (Shanghai) Enterprise Management Co., Ltd., covering Class 29 (food products) and Class 35 (commercial and retail services). Singapore trademark publications similarly record the FUN PEANUT / 欢囍花生 mark, indicating active protection of the brand identity outside mainland China.

HuanXiHuaSheng maintains a significant footprint in Shanghai, with stores located in major commercial areas such as Lujiazui Center, Xintiandi, Songjiang, Xuhui, and Century Link Plaza. Individual store listings confirm the availability of core products like walnut peanuts, fish-skin peanuts, five-spice seeds, dried apricots, and walnut pastries at these locations. This presence in prominent shopping centers aligns with the brand’s strategy of integrating traditional roasted snacks into modern commercial environments.

The brand is deeply rooted in Chinese 炒货 culture, which encompasses roasted or processed nuts, seeds, and similar snacks traditionally sold by specialist shops. Historically associated with Chinese New Year, family gatherings, tea drinking, and casual snacking, this category has been modernized by HuanXiHuaSheng into a branded, standardized retail experience.

HuanXiHuaSheng operates in a competitive market alongside other roasted-seed-and-nut chains such as Xueji Roasted Nuts (薛记炒货) and Qiwang Peanut (琦王花生). Industry reports describe it as a newer Shanghai-origin competitor expanding nationally alongside established brands. Its primary differentiation is the creation of a recognizable chain-store experience centered on traditional Chinese snacks, rather than reliance on a single iconic packaged product.

Several factors distinguish HuanXiHuaSheng in the snack market:

1. Peanut-centered identity: The Chinese name literally includes “peanut” (花生).
2. Broad assortment: The product range extends well beyond peanuts to include seeds, nuts, dried fruits, pastries, and savory snacks.
3. Modernization of 炒货: The brand successfully transitioned a traditional food category into modern shopping malls.
4. Loose/bulk retail: Emphasis on the visual and sensory appeal of loose snacks distinguishes it from pre-packaged competitors.
5. Cultural branding: The “欢囍” name evokes happiness and traditional auspicious symbolism.
6. Bilingual identity: The FUN PEANUT English name facilitates international recognition.
7. Physical retail scale: The brand has expanded to hundreds of stores since its 2019 founding.
8. International marketplace presence: Products are available on overseas platforms such as Lazada Philippines [1].

Conflicting public information exists regarding the name “欢喜花生.” Some sources reference a Shenzhen Huanxi Food Co., Ltd. dating to 2013. However, the consistently documented “欢囍花生 / FUN PEANUT” brand identifies itself as originating in Shanghai in 2019 and is associated with Longxiang (Shanghai) Commercial Development Co., Ltd. For business research or brand profiling purposes, the 2019 Shanghai / FUN PEANUT entity should be treated as the relevant HuanXiHuaSheng brand, distinct from earlier or unrelated entities sharing similar naming conventions.

1. HuanXiHuaSheng | Walnut Flavored Roasted Peanuts Snack