Fly By Jing mainstreamed Sichuan chili crisp in America — Kickstarter origin, chef community seeding, and Jing Gao's culinary credibility drove the category.
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See all ads on AdLibrary →Fly By Jing was founded in 2018 by Jing Gao, a chef and food entrepreneur, to bring authentic Sichuan flavors to American consumers. Their chili crisp — a complex, numbing-spicy condiment — went from Kickstarter obscurity to a Whole Foods staple, becoming the product that mainstreamed the broader chili crisp category in the US. Also searched as Fly.
Fly By Jing built its brand through chef community seeding and food media relationships rather than paid advertising. James Beard recognition and features in NYT Cooking, Bon Appétit, and Eater generated cultural credibility before any significant paid spend. Digital advertising amplified this earned media and founder Jing Gao's personal brand. Browse Fly By Jing ads on AdLibrary.
Fly By Jing runs founder-forward and food-education social advertising. Jing Gao appears frequently in content explaining Sichuan flavor profiles, the chili crisp making process, and recipe applications. Their creative educates as much as it converts — appropriate for a product that many consumers encounter for the first time. Recipe and use-case content drives DTC conversion alongside chef endorsements.
Core themes: (1) authentic Sichuan culinary heritage and founder's personal story; (2) the numbing-spicy (mala) flavor profile as a new sensory experience; (3) versatility — 'put it on everything'; (4) small-batch, craft production credibility. Brand voice is bold, proud, and culturally self-assured — Jing Gao's identity is fully integrated into the brand.
Fly By Jing demonstrates the power of founder-as-brand in the specialty food category. Jing Gao's culinary credibility, cultural authenticity, and personal charisma created an irreplaceable brand asset. Their Kickstarter launch is also instructive: using crowdfunding to validate demand and build an early community is particularly effective for culturally specific foods that need education before trial.
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