From Chinese kitchens to global shelves, Lao Gan Ma’s “Old Godmother” chilli sauce delivers authenticity the world craves.
Lao Gan Ma, the iconic chilli sauce brand, has filled Chinese kitchens for decades. Today, it continues to gain popularity overseas. At the core of this success lies its distinctive taste, which the company has never changed.
According to the 2025 Top 100 Enterprises in Guizhou, Guiyang Nanming Laoganma Special Flavour Foodstuffs Co produces about 3 million bottles of chilli sauce every day. In financial terms, the company generated revenue of 5.39 billion yuan (£578.0 million) in 2024. This figure rose slightly from 5.38 billion yuan in 2023. More importantly, it marked the company’s third consecutive year of growth and brought it close to its 2020 peak of 5.4 billion yuan.
At the same time, overseas revenue jumped by 30 per cent in 2023. This increase came from rising global demand and stronger social media exposure. In contrast to many food brands expanding abroad, Lao Gan Ma has not altered its flavour for local markets. Instead, the company has remained loyal to the recipe that built its reputation in China.
However, the brand’s success extends beyond financial results. In fact, its true achievement lies in its commitment to authenticity. As a result, Lao Gan Ma continues to deliver a bold, spicy, and umami-rich flavour that keeps consumers coming back.
The story begins with founder Tao Huabi. Early on, she created Lao Gan Ma Spicy Chilli Crisp, a crunchy sauce made from chopped chillies fried to a deep red, almost black colour. As The Guardian explains, “Lao Gan Ma” means “old godmother.” On every jar, a stern, short-haired woman stares directly at the buyer. Inside, the sauce combines peanuts, crunchy salted soybeans, MSG, and chilli-infused oil that seems to glow. Altogether, the product looks almost dangerous.
In 2024, Li Miaoxing, general manager and son of Tao Huabi, spoke to Xinhua News Agency about the brand’s origins. At that time, he emphasised the importance of the chilli sauce. “We craft it with traditional techniques,” he said. “For us, it remains the heart of our brand and the product that started it all.”
Over time, Lao Gan Ma has grown into a symbol of Chinese culinary heritage. According to food industry expert Zhu Danpeng, the brand showcases authentic Chinese flavours. Specifically, he noted that these flavours draw on centuries-old agricultural practices and handmade techniques.
Because of this, consumers around the world respond strongly to the taste. Across diverse markets, traditional Chinese flavours continue to perform well. “For overseas Chinese, it brings a taste of home,” Zhu said. “Meanwhile, for international consumers, it offers a direct connection to authentic Chinese cuisine.”
Meanwhile, the brand has expanded rapidly overseas. According to Lei Bangchao, head of personnel and administration at Lao Gan Ma’s Guiding county branch, exports now contribute 10 per cent of total revenue.
Today, the company sells its sauce in more than 160 countries. In particular, major supermarkets across the United States and Europe stock it on their shelves. Beyond these markets, Lao Gan Ma has entered South America and Africa, including Peru, Brazil, Nigeria, and Zimbabwe. Looking at the broader market, Euromonitor International reported that the global chilli sauce market reached $5.72 billion in 2023 and will likely grow to $6.52 billion by 2028.
Finally, academic research has examined the brand’s global appeal. In one study, two scholars at Guangdong University of Foreign Studies linked part of Lao Gan Ma’s overseas success to its packaging. Notably, the researchers argue that the brand deliberately features an ordinary-looking elderly Chinese woman on the label. As a result, the image sparks curiosity among foreign consumers. In their words, Tao Huabi is “the face that launched a billion mouthfuls.”
Written by Yi Shen, additional reporting by China Daily.
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