Weinian Updates Review | July–December 2025
In 2025, Weinian Group continued to deepen its presence in the local specialty food sector, advancing both online and offline initiatives and achieving results in brand operations, channel expansion, industry promotion, and related areas. During the year, we led the drafting of three industry standards, one of which became the highest standard in its field; conducted 15 user product evaluation campaigns with more than 70,000 sign-ups; retained the annual TOP1 brand sales ranking in Douyin’s Instant Vermicelli / Rice Noodles / Luosifen category for our core category; held 11 national touring music festival events; participated in four major domestic and international exhibitions; and created innovative products through collaborations with well-known IP and intangible cultural heritage resources.
We wrote progress through growth, delivered a strong answer through solid work, and conveyed warmth through public welfare efforts. Thank you all for your support and encouragement over the past year. Below is a review of updates from July to December 2025:
July 2025
● Guangxi Weinian Industrial Co., Ltd., a Weinian subsidiary, was approved by the State Administration for Market Regulation as a “monitoring point for standardized enterprise-related administrative law enforcement.” This recognition reflects the government’s acknowledgement of the Group’s lawful operations and active fulfillment of social responsibility, and significantly enhances the company’s credibility and brand image within the industry.
● CBNData released the 2025 Rice Noodle Industry Development Report. The report analyzes rice noodle culture, market status, consumer insights, and future trends, and its data highlights Weinian Group’s core industry positions, including “No. 1 in all-channel market share,” “leader in the luosifen market,” and “supply chain leader in the rice noodle industry.”
● Choubao’s official Weibo and Xiaohongshu accounts regularly launched the monthly “Choubao Mailbox” column to collect user suggestions on products, merchandise, activities, and more. Since July 2025, Weinian has conducted 15 user product evaluation campaigns, with cumulative sign-ups exceeding 70,000, providing extensive real user feedback for product iteration and optimization.
August 2025
● Henan Weinian Industrial Investment Co., Ltd., as a representative drafting organization, participated in the expert review meeting for two group standards: Tongxu Sweet Potato Vermicelli and Tongxu Hot and Sour Noodle Production Disinfection and Sterilization Specifications. The meeting focused on improving standardization for the “hot and sour noodles +” modern food industry and promoting healthy industry development.
September 2025
● The “Agile Response Platform for an Intelligent Luosifen Supply Chain Based on Full-Chain Data Integration,” submitted by Weinian’s Technology Department, was successfully selected for the 2025 Light Industry Digital Transformation “Navigator” list. Group representatives were invited to attend and receive the award at the China Light Industry Informatization Conference hosted by the China National Light Industry Information Center.
● Weinian participated in the national “Quality Month” corporate quality integrity initiative organized by the China Association for Quality Inspection, winning four honors: “Nationally Stable Quality-Inspection Qualified Product,” “National Industry Quality Leading Brand,” “National Industry Quality Leading Enterprise,” and “2025 National ‘Quality Month’ Quality Integrity Initiative Enterprise.”
● Guangxi Xingliu Food Co., Ltd., a Weinian subsidiary, was awarded a plaque at the “15th China Light Industry Informatization Conference” in Beijing as a participating drafting organization for the industry standard General Principles for Digital Supply Chain Management in Light Industry Enterprises. This dual recognition demonstrates the Group’s strength in quality and standardization development.
● Weinian received the “Outstanding Partner Award” at the Meituan Flash Retail Brand Merchant Conference, a strong recognition by the platform of the Group’s channel operation capabilities and performance growth.
● Li Ziqi Luosifen entered a cross-sector collaboration with Liubiju, a China Time-honored Brand, to launch a dry-mixed sesame sauce flavor luosifen product. Continuing the concept of intangible cultural heritage, the product won the favor of many consumers soon after launch.
October 2025
● Li Ziqi Hot and Sour Noodles entered a cross-sector collaboration with the Sichuan Opera Theater of Sichuan Province to create a series of hot and sour noodle products centered on the intangible cultural heritage of Sichuan Opera. The packaging incorporates temperature-sensitive technology to create a playful “face-changing on the tongue” experience, along with cultural merchandise, promoting traditional intangible cultural heritage and achieving a win-win for brand visibility and cultural communication.
● As an organizer, Weinian created the Beijing Xiannongtan “One Mu and Three Fen Autumn Harvest Event · Rice Noodle Culture Festival,” building an immersive “from field to table” cultural experience at the Beijing Ancient Architecture Museum. Through the “One Mu and Three Fen” dry-rice harvest activity, specialty rice education, rice noodle industry knowledge sharing, co-branded gift package display, and product tastings, the event helped consumers understand the history and depth of the rice noodle industry’s development.
● Luo Jinbo, Deputy General Manager of Weinian subsidiary Guangxi Xingliu Food Co., Ltd., was recognized by the China National Food Industry Association as an “Inheritor of Specialty Flavor Food Production Techniques.”
● Classic products from Choubao and Li Ziqi were included in the China National Food Industry Association’s Catalogue of Iconic Products of Specialty Flavor Foods, earning professional industry certification for the brands’ product strength.
November 2025
● Choubao launched a series collaboration with Shanghai Animation Film Studio’s Calabash Brothers IP, introducing a Turkey Noodle Flavor Dry-Mixed Luosifen product. The product uses the “Fire Baby” character from Calabash Brothers to echo the spicy turkey noodle flavor, creatively blending turkey noodle sweetness and heat with the savory aroma of luosifen. Continuing the brand’s core mission of “creating happiness,” it was well received by consumers after launch.
● Choubao carried out an in-depth cross-sector collaboration with Disney’s Zootopia 2. Under the theme “Crazy with Ingredients, Happy to Slurp,” it launched explosive numbing and spicy luosifen along with customized merchandise. Online, the #FollowTheNoodleTrail SolveTheCaseWithFlavor# topic challenge generated cumulative exposure of 270 million+, inspiring large amounts of UGC creation. Offline, the collaboration TVC appeared in first-tier cities including Beijing, Shanghai, Guangzhou, and Shenzhen, creating an omnichannel luosifen craze. Choubao’s official Douyin livestream repeatedly topped rankings, and cumulative product sales exceeded ten million.
● The Liuzhou Federation of Industry and Commerce released the 2025 Liuzhou Top 100 Private Enterprises series lists. Guangxi Weinian, a Weinian subsidiary, ranked No. 14 among Liuzhou private enterprises and No. 9 among Liuzhou manufacturing private enterprises; subsidiary Guangxi Xingliu Food Co., Ltd. ranked No. 30 among private enterprises and No. 22 among manufacturing private enterprises, demonstrating the Group’s important role in the regional economy.
● Brands operated by Weinian participated in two major domestic and international exhibitions, the Canton Fair and the Hanoi Food Expo in Vietnam. The Hanoi Food Expo marked the Group’s first participation in the exhibition, successfully opening a window for overseas market exchange and enhancing the brands’ international influence.
● Choubao donated RMB 1 million to support relief efforts after the Tai Po fire in Hong Kong, working with the Chongqing Blue Sky Rescue Team to advance assistance. The funds were used for care and support for affected residents, emergency living subsidies, and post-disaster capacity improvements for disaster reduction and prevention in older communities. As of December 31, 2025, two batches of relief supplies had been purchased and distributed, including induction cookers, rice cookers, microwave ovens, and other daily necessities, bringing warmth to affected residents.
December 2025
● Hangzhou Weinian and Guangxi University of Science and Technology jointly organized the launch meeting for the industry standard Technical Specification for Bamboo Shoot Fermentation Processing. The meeting focused on industry pain points such as the lack of standards and uneven quality in bamboo shoot fermentation processing, providing unified technical guidance for sour bamboo shoots and other core luosifen ingredients, and marking a milestone in promoting the standardized development of luosifen and other specialty industries.
● Weinian received the “Omnichannel Intelligent Advertising Growth Award” at the 2025 Taobao Flash Purchase Instant Retail Brand Merchant Conference, demonstrating the growth potential and operational strength of the Group’s instant retail business.
● Yang Yehu, General Manager of Weinian’s New Supply Business Department and General Manager of Guangxi Xingnong Weinian Food Co., Ltd., was recognized as a district-level representative inheritor in Yufeng District for the intangible cultural heritage item “Luosifen Soup-Making Technique.” This recognition reflects the important role of cultural promotion and policy support, helping the Group strengthen its core competitiveness in the Liuzhou luosifen industry and achieve improvements in both brand value and business performance.
● Li Ziqi Extra Numbing and Spicy Liuzhou Luosifen and Li Ziqi Extra Rich and Spicy Liuzhou Luosifen launched strongly across all channels, adding the flavor dimensions of numbing-spicy and rich-spicy to regional-flavor instant luosifen.
● We deepened cooperation with leading domestic snack retail systems. Around key moments such as the Chinese New Year shopping season, travel season, Children’s Day, summer marketing, and major livestream promotions, more than 30 dedicated marketing campaigns were implemented, effectively driving terminal shipments and repurchases through precise seasonal coordination and scenario-based marketing.
● Jiemian News released a special report, Amazing Factories | The “Intelligent Manufacturing” Revolution Behind a Bowl of Noodles!, visiting Weinian’s Liuzhou luosifen production chain on site and recording the standardized process from raw material planting and selection to finished product delivery.
● Choubao launched four content sections on its self-media platforms: “Source Direct,” “Quality Control Record,” “Product R&D Stories,” and “User Traceability.” These sections present brand updates and production strength from multiple perspectives and strengthen user trust. The first user traceability event recruited 10 core users as “traceability experience officers.” Starting from Liuzhou, they visited the factory and laboratory and personally participated in raw material selection, process experience, and quality testing. Through a transparent process, the event made the core values of “safety, professionalism, reliability, and innovation” tangible, helping users shift from consumers to brand co-creators and building emotional identification through interaction.
