The Chinese name 卫龙 is officially translated in trademark records as “Guarding Dragon.” The WEI-LONG trademark is registered internationally for food and snack products.[2] The visual identity traditionally features the English text “WEI-LONG” positioned above the Chinese characters 卫龙, accompanied by a curved line within an oval design.

While “Wei Long” is used by unrelated businesses globally, in the context of consumer snacks, WEI-LONG refers specifically to the brand operated by the WEILONG group.

Corporate materials state that WEILONG was founded in 2001 and has developed from a small food processing operation into a modern enterprise integrating research and development, production, and sales.

The history of WEI-LONG is closely linked to Luohe, Henan, which subsequently became a significant food manufacturing hub. The company traces its modern corporate origins to 2001, when Liu Weiping and Liu Fuping established the Ping Ping Foods operation. Filings with the Hong Kong Exchange indicate that Liu Fuping established the Ping Ping Foods Factory with Liu Weiping in 2001; this entity later became Luohe Pingping Foods Co., Ltd.[2]

The initial focus was on seasoned flour products, commonly known in China as latiao. The company states that its origins were inspired by traditional Chinese food, beginning with seasoned flour products over two decades ago before expanding into the broader spicy leisure food industry.

Latiao and spicy wheat snacks

Latiao is the product category most strongly associated with WEI-LONG. It is typically made from wheat flour or wheat-derived ingredients combined with oil, chili, salt, spices, and other seasonings. Depending on the formulation and manufacturing process, the texture can range from chewy and elastic to crunchy. The flavor profile is generally spicy, salty, savory, oily, and strongly seasoned, with some varieties offering slight sweetness.

WEI-LONG played a pivotal role in transforming latiao from an inexpensive local snack into a mass-market packaged category with standardized industrial production and recognizable branding. Key product lines in this category include:

• Big Latiao (大面筋): A classic spicy wheat product characterized by a thick, chewy texture and strong seasoning.
• Small Gluten (小面筋): A smaller-format version of the gluten-based snacks.
• Qinzui Shao (亲嘴烧): A popular spicy snack that gained significant recognition among younger consumers.
• Spicy Sticks (麻辣棒 / 小辣棒): Stick-style products representing the traditional latiao format.

Seasoned flour products remain a core business segment for the company.[3]

Konjac and vegetable snacks

A significant development in WEI-LONG’s modern history is its expansion into konjac-based snacks. The most prominent example is Konjac Crisp (魔芋爽), a spicy konjac snack that has become one of the company’s most commercially important products. This shift marks a transition from being defined exclusively by spicy wheat snacks to a portfolio including vegetable and konjac products.

Financial results for 2025 highlight the importance of this transition. Vegetable products generated approximately RMB 4.506 billion in revenue, representing a year-on-year increase of 33.7% and accounting for roughly 62.4% of total revenue.[9] Consequently, growth is increasingly driven by products outside the traditional latiao category.

Other product lines

The company’s trademark portfolio covers a broad range of categories, indicating its ambition to function as a snack food platform rather than a single-product brand. Registered or applied-for categories include cereal-based snacks, seaweed, bean-based snacks, tofu products, processed vegetables, preserved foods, noodles, rice-based snacks, seasonings, and meat substitutes.[4] International trademark registrations specifically cover vegetable-based snacks, konjac foods, and processed vegetables.[5]

The listed company operates primarily across three segments:

1. Seasoned flour products: The traditional latiao business, including Big Latiao, Small Gluten, Qinzui Shao, and other spicy wheat items.
2. Vegetable products: A rapidly expanding category led by Konjac Crisp and seaweed products such as Fengchi Haidai.
3. Other products: Includes spicy bean products, tofu and soy snacks, gift boxes, and miscellaneous snack items.

These segments constitute the major business areas described in the company’s 2025 reporting.[3]

WEI-LONG maintains its own manufacturing infrastructure rather than relying solely on outsourcing. The group emphasizes automated production, food safety, standardized processes, R&D, quality control, supply chain management, and digital manufacturing. Production facilities are currently located in Henan, with capacity expansion underway for newer categories like konjac. In 2025, construction began on a new factory in Nanning, Guangxi.[11]

According to the group’s 2025 ESG report, WEI-LONG employed 6,150 full-time staff at year-end and held 1,309 registered trademarks and 214 granted patents.[8]

The official mission of WEI-LONG is “Let everyone in the world fall in love with Chinese flavors.” The company’s vision focuses on making traditional food more entertaining, casual, convenient, affordable, digitalized, and accessible. Core values center on customer experience, striving employees, benchmarking, and self-criticism.

Historically associated with cheap, spicy childhood snacks, the brand has repositioned itself to represent a combination of Chinese flavor, modern snack culture, youth culture, and industrial food manufacturing. Marketing strategies have included humorous advertising, social media campaigns, memes, limited-edition packaging, influencer collaborations, livestreaming, and e-commerce. By 2025, marketing activities spanned platforms such as Douyin, Kuaishou, and Xiaohongshu.[11]

In 2026, the company appointed TNT (时代少年团) as a global brand ambassador, reinforcing its focus on younger audiences and international brand building.

WEI-LONG has positioned itself as a vehicle for bringing Chinese flavors to overseas markets. The company established an Overseas Business Development Center to expand international operations. Trademark registrations support this commercialization; for instance, WEI-LONG trademarks are registered in the United States,[2] and the mark WEI-LONG WEILONG DELICIOUS is registered in jurisdictions including Malta.[12] These international registrations cover not only latiao but also cereal snacks, konjac foods, noodles, rice snacks, and vegetable products,[5] aligning with the stated ambition of globalizing Chinese snack flavors.

The WEI-LONG corporate group became publicly listed on the Hong Kong Stock Exchange on 15 December 2022 under the stock code 9985.[7] The IPO was notable as the first major Hong Kong-listed company centered on China’s seasoned flour and latiao industry, marking a transition from a local snack producer to an international public company.[6]

2025 Financial highlights

According to its 2025 annual results, WEI-LONG recorded the following performance metrics:

• Revenue: RMB 7.224 billion (+15.3% year-on-year)
• Net profit: Approximately RMB 1.427 billion (+33.6% year-on-year)
• Gross margin: Approximately 48.0%
• Employees: 6,150 at year-end[8]

The product mix has shifted significantly, with vegetable products overtaking traditional latiao as the largest revenue source:

These figures demonstrate that the company’s growth engine has moved beyond traditional seasoned flour products.[9]

WEI-LONG occupies a distinct position in contemporary Chinese consumer culture as both a childhood memory brand and a modern FMCG company. Its significance lies in several key achievements:

• Nationalizing latiao: Transforming a regional snack into a nationally recognized category.
• Industrialization: Converting informal snack production into standardized mass manufacturing.
• Youth branding: Establishing strong associations with Chinese youth culture and nostalgia.
• Category expansion: Successfully diversifying from wheat-based snacks into konjac and vegetable products.
• Globalization: Representing the internationalization of Chinese consumer snack brands.

The company’s evolution can be understood through six stages: from a local snack to a national brand, then to a modern food company, a consumer brand, a multi-category snack company, and finally a global Chinese snack brand. As of 2026, the central strategic narrative is diversification beyond latiao, with future growth tied to konjac and health-oriented snacks alongside continued product innovation and international expansion.[10]

1. 卫龙丨让世界人人爱上中国味
2. WEI-LONG – Luohe Pingping Foods Co., Ltd. Trademark Registration
3. WEI-LONG WEILONG DELICIOUS Trademark Application of LUOHE PINGPING FOODS CO., LTD. – Serial Number 90753984 :: Justia Trademarks
4. WEI-LONG WEILONG DELICIOUS Trademark Application of LUOHE PINGPING FOODS CO., LTD. – Serial Number 90753986 :: Justia Trademarks
5. WEI LONG ELECTRONICS ENGINEERING (M) SDN. BHD. – Get More Info at Experian
6. 卫龙辣条怎么样/品牌介绍-卫龙联系方式-品牌100网
7. Hong Kong Exchanges and Clearing Limited
8. WEILONG Delicious Global Holdings Ltd 2025 Annual Report – Business Overview, Financial Performance, Corporate Governance, and Risk Management – Minichart
9. WL DELICIOUS 2025年度业绩：收入突破72亿元，净利润同比提升33.6% – Tiger Brokers
10. 〖卫龙食品〗品牌介绍→卫龙休闲食品_卫龙辣条怎么样-买购APP
11. WL Delicious Announces 2025 Annual Results ：Driven by Innovation and Efficiency，Net Profit Increased_凤凰网
12. Malta IPRegister – TM64674