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.

WILLING is currently the market leader in China’s pre-packaged rice noodle market. Its business combines culture-inspired consumer products with strong industrial innovation. Guided by the principles of “making traditional culture fashionable and appealing to youth and bringing regional delicacies to a national and global stage”, the company continuously innovates while preserving its culinary heritage. To this end, WILLING invests in brand development, product innovation, supply chain management, channel operation, quality assurance, and international expansion. Through these efforts, the company is building an integrated value chain that brings distinctive regional cuisines and cultural experiences to a wider global audience. The company currently operates several consumer brands, including CHOUBAO and LIZIQI. Its products have entered mainstream retail systems such as Sam’s Club, Costco, Hema, Yonghui, Busy Ming Group and ZHAOYIMING, reaching hundreds of thousands of sales outlets, and are also sold in overseas markets including North America and Southeast Asia. On the industrial side, WILLING has established multiple production bases, ingredient processing facilities, and raw material sourcing bases, and has set up three R&D centers. The company has taken the lead in developing the highest national industry standard for rice noodles (Mi Fen / Mi Xian), promoting standardized development across the sector. In terms of globalization within the industry, WILLING is a pioneer in obtaining Halal certification for Liuzhou Luosifen in the industry and has built a Halal-certified factory, extending its global capabilities from brand building manufacturing and certification systems. What WILLING aspires to build is not just a brand management company, but an industry-based brand group that grows out of China’s regional culinary traditions and is capable of reaching global markets.