Origins of a Legend

The woman behind the sauce: Tao Huabi

Tao Huabi didn’t set out to build a culinary empire. Born in a poor region of China’s Guizhou province, she lost her husband early and began selling noodles on the roadside to support her family. Her modest food stall offered something different: a fiery homemade chilli oil that quickly became the star of the dish. Locals came not just for the noodles, but for the distinctive crunch and bold flavour that topped them.

Word of her chilli oil spread fast. What started as a necessity became a calling. Despite limited formal education and no business training, Tao’s determination shaped her path. She saw that customers were buying bowls just for a taste of her sauce, so she pivoted. By the mid-1990s, she shifted focus entirely to bottling the condiment — laying the foundation for what would become Lao Gan Ma.

From roadside noodles to a household name

Tao named the brand Lao Gan Ma, loosely translating to “Old Godmother,” a name that signalled warmth and familiarity. She didn't advertise, yet demand soared. Her chilli oil offered something both deeply traditional and strikingly unique, setting it apart in a market crowded with generic sauces. Customers didn’t just enjoy the flavour — they trusted the face on the jar. It was her own.

What made Lao Gan Ma special wasn’t just the taste. It was Tao’s reputation, built over years of consistency and hard work. She ran the business with no-frills honesty, insisting on quality ingredients and rejecting shortcuts. In doing so, she gained not only market share but also cultural significance. In Chinese households, her jars became staples, much like soy sauce or vinegar.

Launching the Lao Gan Ma brand in Guiyang

Guiyang, the capital of Guizhou province, became home to her first proper production site. With just a small team and a borrowed space, she began to bottle the sauce systematically. Production initially relied on manual labour and domestic equipment. Bottles were filled by hand, and labels pasted on one by one — yet the product was flying off the shelves.

As demand snowballed, she reinvested profits into the business, purchasing machines and building infrastructure. This growth was driven not by investors or consultants, but by gut instinct and relentless commitment. What had begun in a home kitchen was fast transforming into a major enterprise. Guiyang’s once-small operation evolved into a factory hub, producing thousands of bottles daily.

The Making of Lao Gan Ma Crispy Chilli Oil

Signature ingredients and their purpose

At the heart of Lao Gan Ma Crispy Chilli Oil is a deceptively simple mix: dried chillies, fermented soybeans, garlic, onion, and rapeseed oil. Each component serves a specific purpose — not just for flavour, but for structure. The garlic and onion lend sweetness and aroma, while the fermented beans bring depth and umami. The rapeseed oil acts as both a carrier and a flavour enhancer, drawing out richness without overpowering the spices.

This wasn’t a product created in a lab; it was built on years of tweaking and taste-testing. Tao Huabi knew the importance of balance — fiery but not harsh, rich but not greasy. Her blend stood out because it layered flavour without complication. The result was something deeply satisfying: a sauce that added punch without overwhelming the dish it accompanied.

Why texture matters: crisp meets heat

Unlike many chilli oils that lean entirely on heat, Lao Gan Ma’s version introduced crunch. Bits of fried onion and soybean add bite, giving a contrast that’s both tactile and savoury. That crisp texture is a large part of what made the sauce memorable — it’s not just a liquid; it’s a topping.

The crispy elements also offer versatility. They cling well to rice, noodles, and dumplings, transforming plain food into something addictive. The texture creates variety with each spoonful, ensuring the experience never feels flat. This innovation bridged the gap between condiment and main attraction, setting a new standard for how chilli oil could be used.

How Lao Gan Ma differs from other chilli oils

Lao Gan Ma Crispy Chilli Oil didn’t aim to be subtle. Its signature kick, paired with its savoury complexity, gave it an edge over more subdued alternatives. Where some sauces focus purely on heat, this one delivers layers: a smoky undertone, a hint of sweetness, and a slow-building fire.

Other chilli oils might rely heavily on artificial preservatives or shortcuts in production. Tao’s original formula avoided this — she insisted on whole ingredients and avoided synthetic flavourings. That decision earned her the loyalty of both home cooks and professional chefs. Lao Gan Ma became not just another sauce in the cupboard but a kitchen essential with a strong identity.

Growth from Local Favourite to Global Icon

Word of mouth and early popularity

The brand’s early success relied heavily on customer loyalty. With no advertising budget and little brand awareness outside of southern China, Lao Gan Ma built momentum through repeat buyers. People talked about it, gifted it, and insisted on having it at every meal. Tao’s sauce became a talking point — a shared discovery passed around family tables and dinner parties.

As more households stocked the iconic jar, shopkeepers took notice. Small grocers reordered again and again, and demand trickled into neighbouring regions. The bold red label and stern face of Tao herself became synonymous with bold flavour. That kind of organic growth isn’t easy to replicate — it came from consistency, trust, and word-of-mouth buzz.

State support and mass production

Eventually, the Chinese government recognised Lao Gan Ma as a “famous trademark,” giving it official recognition and support. That endorsement helped the company scale. With local approval and government incentives, new factories opened, production lines expanded, and the brand reached national shelves. It became available not only in markets, but in major supermarket chains across China.

The shift to large-scale manufacturing brought new challenges. Automation needed to meet traditional standards, and quality had to be maintained across batches. But Tao remained at the centre, insisting on strict controls and taste-testing to keep everything in check. Her focus on consistency helped the sauce transition from small-scale favourite to trusted staple.

Pop Culture and Internet Fame

Meme-worthy branding and loyal fans

Lao Gan Ma’s design hasn’t changed much since it hit store shelves — a red label, yellow border, and Tao Huabi’s unflinching portrait at the centre. The branding, seemingly unpolished, struck a chord. Online, it became meme material. Social media users began referencing it in jokes, fashion mock-ups, and even digital fan art. What was once traditional packaging turned into a pop icon.

This visual identity helped cement the sauce's status in the digital age. People didn’t just enjoy it, they showed it off. Jars appeared in fridge selfies, food shots, and viral tweets. Its cult following grew across platforms, and the brand gained recognition even among those who hadn’t tried it — proof that cultural resonance sometimes starts with a face on a jar.

Celebrity chefs and YouTube praise

Lao Gan Ma’s journey into Western kitchens wasn’t driven by marketing teams — it was driven by chefs, content creators, and fans. YouTube channels, recipe blogs, and cookbooks featured it as a must-have item. Food personalities with massive followings introduced it to new audiences, describing it as a “secret weapon” or “game-changer” in their cooking arsenal.

Professional chefs also began using it in unexpected ways. From fine dining kitchens to trendy ramen shops, Lao Gan Ma added a punch of umami and crunch. It offered a shortcut to depth without sacrificing authenticity. As a result, sales surged internationally, with global retailers scrambling to keep up with demand.

Product parodies and fashion collaborations

As the sauce’s fame grew, its image began turning up in the most unlikely places: tote bags, T-shirts, and even bootleg designer knock-offs. Artists and independent brands played on its now-iconic label, remixing the jar into streetwear and pop art. It became both condiment and statement piece.

The brand’s reluctance to embrace flashy marketing only added to its allure. People felt they had “discovered” it, creating an organic connection. Its place in fashion and art circles wasn’t planned — it was earned. In a market oversaturated with polished branding, Lao Gan Ma's sincerity offered something different, something worth celebrating.

Authenticity, Imitation, and Legal Battles

Counterfeits and brand protection

With popularity came problems. Counterfeit versions of Lao Gan Ma began appearing on shelves across China and overseas. Some copied the label exactly; others altered the recipe just enough to cut costs. Many consumers, unaware of the difference, bought these lookalikes and complained about quality. That was bad news for the brand.

Tao Huabi took legal action. Her company filed numerous lawsuits, going after fakes and clones aggressively. She understood the value wasn’t just in the recipe — it was in the trust. Maintaining that reputation meant fighting to protect the integrity of her product, even as it became harder to control its reach.

Copycats and competitors

The sauce’s runaway success also inspired new competitors, each claiming to offer a similar experience. Some imitated the texture. Others launched versions with added peanuts or regional spices. Supermarket shelves began to crowd with chilli oils promising the same crunch and heat.

But Lao Gan Ma never chased trends. It stuck to the original formula, trusting its roots. The brand didn’t need gimmicks or seasonal flavours. Customers continued returning to the original because it delivered what it always had — consistency, quality, and an unmistakable kick. That loyalty gave it staying power in a crowded market.

Lao Gan Ma in the UK: A Thai Supermarket Staple

Rising demand for authentic pantry items

As global tastes shifted, UK kitchens began stocking more than just the basics. Shoppers looked for ingredients with character — sauces, pastes, and oils that brought depth to everyday cooking. Lao Gan Ma Crispy Chilli Oil fit perfectly into that shift. Its punchy flavour offered an easy way to enhance home-cooked meals, and it quickly became a go-to for those eager to experiment beyond salt and pepper.

Supermarkets and independent retailers alike noticed the surge. Online searches and social media mentions signalled demand, and stockists responded. More shelves began carrying jars of the iconic sauce, often alongside other Asian staples. Its availability reflected a broader appetite for products that feel authentic and exciting, especially among younger cooks.

Lao Gan Ma’s popularity among younger cooks

For younger generations raised on social media and YouTube recipes, Lao Gan Ma came with a reputation. It wasn’t just something to eat — it was something to be excited about. Food bloggers, TikTokers, and student chefs shared their own recipes featuring it: fried rice, instant noodles, scrambled eggs, and even avocado toast. Its appeal was in both its flavour and its attitude.

What made it especially popular was its balance of novelty and trust. It came from a real place, with a real story. That connection mattered. For many shoppers, it felt less like a brand and more like a discovery. And once tried, it stuck around — adding a hit of heat and crunch that became part of the regular cooking routine.

Shelf presence in Thai Supermarkets and online stores

While it’s a Chinese product, Lao Gan Ma has earned a loyal following in Thai supermarket and broader Asian grocery outlets across the UK. These shops, often hubs for hard-to-find ingredients, gave the sauce a prominent place. Regular customers came to expect it. For many, picking up a jar of Lao Gan Ma was part of the same trip that included fish sauce, lemongrass, or jasmine rice.

Online retailers, including specialist Asian grocery websites, have also made it easier to access. The demand has encouraged not just wider distribution, but faster restocks and prominent positioning in search results. Whether shopping in person or online, UK buyers have embraced the sauce as part of the standard pantry — something to rely on when a meal needs a lift.

One Recipe, a World of Influence

From dumplings to pizza: unexpected uses

Lao Gan Ma began as a noodle topping, but it didn’t stay there. Its rich, crunchy heat makes it remarkably versatile. In recent years, fans have used it in everything from scrambled eggs and grilled cheese sandwiches to pizza, roast potatoes, and even salads. Its boldness cuts through creamy and bland dishes, turning the ordinary into something memorable.

Part of the appeal lies in experimentation. Home cooks feel empowered to try it on dishes that don’t traditionally call for chilli. Because it delivers both heat and texture, it stands in for several condiments at once. There’s no fixed rulebook, and that freedom has helped the sauce find a permanent place in kitchens far beyond China.

Cultural symbolism and nostalgia in a jar

For many people of Chinese descent living abroad, Lao Gan Ma is more than just flavour. It’s memory in a bottle. A spoonful can bring back the feeling of home-cooked meals, family dinners, and shared tables. That emotional resonance gives the sauce staying power — it’s not only about what it tastes like, but how it makes people feel.

This connection to memory is part of why Lao Gan Ma endures even as food trends shift. It’s become a cross-cultural marker — recognised in immigrant households and student kitchens alike. Its ability to evoke nostalgia and comfort while also appealing to new palates keeps it relevant in both traditional and modern food spaces.

How one woman reshaped global tastebuds

Tao Huabi didn’t follow the rules of brand-building. She didn’t start with strategy decks or market research. She started with taste — and stuck with it. In doing so, she created a product that has not only spanned decades, but also bridged cultures. Her sauce now sits in kitchens from Shanghai to Sheffield, acting as a common thread between wildly different food worlds.

Her story isn’t just about business success. It’s about the power of authenticity, persistence, and knowing when to let the flavour speak for itself. Lao Gan Ma Crispy Chilli Oil became a global phenomenon not because it was marketed to perfection, but because it delivered something real. One woman’s recipe didn’t just take over the world — it gave the world a reason to keep coming back to the jar.