Introduction

WILLING is a brand-driven company built on strong industrial capabilities. The company aims to grow into a globally influential brand group rooted in distinctive Chinese culture.

The Company's rice noodle products rank first in channel market share in China's prepackaged rice noodle market*, and its business operations are characterized by the integration of culture-driven consumption and industry-backed innovation. Centered on “making traditional culture fashionable and youthful, and bringing local cuisine nationwide and global,” the Company continues to innovate on the basis of classic heritage, promoting local specialty foods and culture to the world. The Company continues to invest in brand building, product R&D, supply chain management, channel operations, quality management, and global expansion, gradually forming systematic industrial chain operating capabilities.

At present, the Company mainly operates brands such as “Choubao,” “Li Ziqi” (specific food categories), and “Xingnong Weinian.” Its products mainly include Chinese rice noodles represented by Liuzhou Luosifen and other local specialty foods, as well as seasonings for rice noodles and mixian and the supply chain for related ingredients. Relevant products have entered mainstream retail systems including Sam’s Club, Costco, Freshippo, Yonghui, Ling Shi Hen Mang, and Zhao Yiming, covering hundreds of thousands of sales outlets, and are sold to overseas markets such as North America and Southeast Asia.

On the industrial side, Weinian has established multiple production bases, raw material processing plants, and raw material bases, set up three major R&D centers, and led the formulation of the highest standard in China’s rice noodle (mixian) industry, promoting the standardized development of the industry. In terms of globalization, Weinian took the lead in completing the Halal certification framework for Liuzhou Luosifen and built a Halal factory, extending its overseas expansion capabilities from the brand front end to the manufacturing and certification systems. What Weinian hopes to build is not merely a brand management company, but an industrial brand group that grows out of China’s local flavors and is able to go global.

* According to CBNData’s 2025 Rice Noodle Industry Development Report (published in 2025), in the first half of 2025, the Company’s operated brand products ranked first in market share by sales in both online and offline channels of China’s prepackaged rice noodle market. Data sources: Mashangying Data and CBNData consumer big data.