Driven by a deep passion for Sichuan culinary culture and a strong sense of mission to preserve and carry it forward, Lei Tang founded the Chuanwazi brand. As a next-generation Sichuan seasoning brand under the New Hope Group, Chuanwazi integrates modern technology with traditional craftsmanship, with a clear focus on preserving and promoting authentic Sichuan flavors.
In 2019, Chuanwazi pioneered innovation in the fresh chili segment by launching the roasted pepper sauce category. Thanks to its distinctive flavor profile, the product quickly gained popularity among young consumers and achieved a landmark success by selling 500,000 bottles within three minutes during a Li Jiaqi livestream. To date, cumulative sales have exceeded 100 million bottles, establishing roasted pepper sauce as a billion-RMB blockbuster product.
Under Lei Tang’s leadership, Chuanwazi surpassed RMB 10 billion in retail scale within just a decade, securing its position as a leading brand in China’s fresh sauce industry.
Beyond business operations, Lei Tang has long been committed to advancing the broader food industry. He has served in multiple industry leadership roles, including Vice Chairman of the Hotpot Professional Committee of the China Hotel Association, Legal Representative and Executive Vice President of the Sichuan Food and Beverage Industry Association, and Executive President of the Chengdu Cold Chain Logistics Chamber of Commerce, continuously contributing to the development and global recognition of Sichuan cuisine.
Honors & Awards
2019 · Top 10 Most Influential Figures in Sichuan Seasoning Industry (Past Decade)
2019 · Golden Panda Award, Sichuan Hotpot Industry – Outstanding Hotpot Supply Chain Entrepreneur
2022 · TopDigital Innovation Marketing Awards – Person of the Year for Outstanding Contribution
2023 · China Big Consumption Annual Innovation Figure
Current Positions
Founder & General Manager, Sichuan Chuanwazi Food
Chairman, Juwei Zhiben Food Industry Incubation Platform
Chairman, Xuding Hongdong Food Industry Park Operating Company
Board Director, Xiaocao Infinite Technology (early-stage incubation and investment arm of Caogen Zhiben)
Chairman & General Manager, Sichuan Prepared Food Innovation Center
Member, CPPCC Meishan Committee
Executive Committee Member, Meishan Federation of Industry and Commerce
Legal Representative & Executive Vice President, Sichuan Food and Beverage Industry Association
Vice Chairman, Hotpot Professional Committee, China Hotel Association
Executive President, Chengdu Cold Chain Logistics Chamber of Commerce
As regional flavors gain increasing popularity among consumers, ChuanWaZi has successfully unlocked a 1 billion market with its Sichuan chili sauce, becoming a model of explosive growth in the niche, "small but beautiful" segment. As early as 2018, ChuanWaZi began expanding into overseas markets, and its products are now sold in over 40 countries and regions, including North America, Europe, and Southeast Asia, becoming one of the world’s best-selling condiment brands.
The success of ChuanWaZi chili sauce offers valuable insights into the innovation and expansion of local flavor products:
· How to solidify product strength and strike a balance between regional flavour and mainstream taste?
· How to find sustainable growth breakthroughs through strengthening the supply chain and integrating multiple channels?
· How to build stronger market competitiveness through an interconnected industrial ecosystem?
(Image source: ChuanWaZi)