By realmnova 
In recent years, China ‘ s traditional spicy snacks have gradually moved from domestic street snacks to global markets, with their unique spicy tastes and cheap prices. Dragon Wei is the leading Chinese brand in the spicy industry and is known for producing spicy snacks based on wheat pasta, which consumers love with their unique taste.
According to industry data, in 2024 it performed strongly in global markets, reaching more than 160 countries and territories, covering North America, Europe, South-East Asia and Japan. In 2025, TikTok, with its global reach, accelerated international expansion and successfully entered over 160 countries and territories. Its classic product, the Great Mask, is particularly visible at TikTok, Italy Station, where over 5,100 items have been sold over the past 28 days, with a total sales value of 8,400 euros (approximately RMB 63,000) and Von Din has been at the top of both the hot and sales lists.
As a high-priced, portable and leisure snack, spics have gradually become one of the representatives of China ‘ s food industry. It invests in modern plants, using advanced food safety standards that meet the regulatory requirements of stringent markets such as the European Union, the United States and others. Through social media platforms such as TikTok, Wiron uses short video and live presentation products to rapidly increase brand visibility, combining red marketing with user-generated content.
TikTok, one of the largest short video platforms in the world, achieved a $23 billion recovery in 2024, an increase of 42.8 per cent over the same period, and its electric power function, TikTok Shop, has emerged in the global electricity market. Food items are strong in several markets in TikTok Shop, particularly in South-East Asia and the European and American markets.
The algorithm of the TikTok Italian station has facilitated the dissemination of short videos of food products, and Wiron has triggered user interaction through localized content (such as a mix of spicy bars and tasting) and significantly increased video views and conversion rates. It also launched the “Spicy Blindness” challenge in TikTok, with more than 70 million views on related topics.
