In the vibrant tapestry of American culture, Asian American and Pacific Islander (AAPI) Heritage Month stands as a beacon of celebration, recognition, and reflection. As we approach 2025, one brand continues to shine brightly in this landscape, infusing the culinary world with bold flavors and a powerful message of cultural pride: Fly By Jing. This article delves into the heart of Fly By Jing's story, exploring how this innovative company not only honors AAPI heritage but also paves the way for a more inclusive and flavorful future.
The Spicy Origins of Fly By Jing
From Underground Supper Club to Global Sensation
Fly By Jing's journey began in the bustling streets of Shanghai, where founder Jing Gao hosted an underground supper club that would eventually inspire a culinary revolution. What started as a passion project quickly evolved into a mission to bring the authentic flavors of Sichuan cuisine to tables around the world.
- Origin: Shanghai underground supper club in 2018
- Inspiration: Overwhelming popularity of Sichuan chili crisp at dinner events
- Evolution: From local favorite to global brand recognized in over 50 countries
Jing Gao's culinary expertise, honed through years of experience in Michelin-starred restaurants and extensive travels throughout China, laid the foundation for Fly By Jing's success. Her dedication to preserving traditional flavors while innovating for modern palates has set the brand apart in a crowded market.
The Power of Personal Heritage
At the core of Fly By Jing's success is Jing Gao's deep connection to her roots. "There's no greater way to celebrate my heritage than to connect with people through flavor," Gao reflects. This sentiment has been the driving force behind the brand's expansion and its role in celebrating AAPI culture.
"Through our expanding product line, we're trying to ensure that Asian flavors have a spot on every supermarket shelf and on every table, instead of being relegated to the so-called 'ethnic aisle.'" – Jing Gao
This mission resonates deeply with consumers who are increasingly seeking authentic, diverse culinary experiences. According to a 2023 report by Mintel, 78% of American consumers express interest in trying authentic international flavors, with Asian cuisines ranking among the most sought-after.
AAPI Heritage Month: A Time for Celebration and Collaboration
The Collaborative Spirit of AAPI Entrepreneurs
In 2022, Fly By Jing participated in a groundbreaking collaboration with 10 other AAPI-owned culinary businesses for a special Instagram giveaway. This event showcased the tight-knit community of AAPI entrepreneurs and their commitment to mutual support and growth.
Highlights of the 2022 Collaboration:
- 11 AAPI-owned businesses joined forces
- $1,000 worth of products featured in the giveaway
- Participating brands included Diaspora Co., Omsom, and Material
The success of this collaboration sparked a movement within the AAPI business community. By 2025, the annual AAPI Heritage Month giveaway has expanded to include over 50 brands, with a combined product value exceeding $10,000, reaching millions of consumers across social media platforms.
Beyond Competition: Building a Supportive Community
Jing Gao's approach to business challenges the notion that entrepreneurs must be in constant competition. Instead, she champions a philosophy of community support and collaboration.
"There's strength in numbers, so when one of us succeeds, we all succeed—especially when we're all in this together to elevate the perception and value of Asian flavors in the West," Gao emphasizes.
This collaborative spirit has led to the formation of the AAPI Food Founders Alliance in 2024, a network of over 200 AAPI-owned food businesses committed to mutual support, resource sharing, and collective advocacy for fair representation in the food industry.
The Evolution of Fly By Jing: 2025 and Beyond
Expanding Horizons: New Products and Partnerships
As we look to 2025, Fly By Jing continues to innovate and expand its product line. The brand has moved beyond its iconic Sichuan Chili Crisp to offer:
- An expanded range of regional Chinese sauces, including Zhejiang Black Vinegar Glaze and Yunnan Mushroom Sauce
- Collaboration with AAPI chefs for limited edition flavors, such as the "Heritage Series" featuring recipes from different AAPI cultures
- Plant-based options to cater to evolving dietary preferences, including a vegan Mapo Tofu starter kit
These expansions have contributed to Fly By Jing's impressive growth, with the company reporting a 300% increase in revenue from 2022 to 2025.
Tech-Driven Flavor Experiences
In keeping with technological advancements, Fly By Jing has embraced digital innovations to enhance customer engagement:
- Virtual cooking classes featuring AAPI chefs, attracting over 50,000 participants globally in 2024
- AR-powered packaging that tells the story behind each product, increasing customer engagement by 40%
- AI-driven flavor recommendation system for personalized culinary experiences, leading to a 25% increase in customer retention
The Impact of Fly By Jing on AAPI Representation in the Food Industry
Breaking Stereotypes and Redefining "Ethnic" Cuisine
Fly By Jing's success has played a crucial role in challenging stereotypes about Asian cuisine in Western markets. By focusing on high-quality, authentic ingredients and flavors, the brand has helped elevate the perception of Chinese food beyond takeout stereotypes.
A 2024 survey by the National Restaurant Association found that 65% of American consumers now associate Asian cuisines with premium, gourmet experiences, up from 40% in 2020. This shift in perception can be attributed, in part, to the influence of brands like Fly By Jing in reshaping the narrative around AAPI culinary traditions.
Empowering the Next Generation of AAPI Entrepreneurs
Jing Gao's commitment to mentorship and community support has inspired a new wave of AAPI entrepreneurs in the food industry. In 2025, Fly By Jing launched an incubator program specifically designed to support emerging AAPI-owned food businesses.
- Mentorship Program: Connecting established AAPI entrepreneurs with startups, benefiting over 100 new businesses in its first year
- Funding Initiatives: Providing seed capital for promising AAPI-led food ventures, with $2 million invested across 20 startups by 2025
- Collaborative Product Development: Partnering with emerging brands for innovative launches, resulting in 5 successful co-branded product lines in 2024 alone
The Future of AAPI Representation in the Culinary World
Embracing Diversity Within the AAPI Community
As the conversation around AAPI heritage evolves, Fly By Jing is at the forefront of highlighting the diversity within the AAPI community. The brand has expanded its focus to include:
- Collaborations with Pacific Islander chefs and food producers, showcasing flavors from Samoa, Fiji, and Hawaii
- Limited edition products that showcase the breadth of AAPI culinary traditions, such as the "Archipelago Spice Blend" featuring Indonesian and Filipino flavors
- Educational content that explores the nuances of different AAPI cultures and cuisines, reaching over 1 million viewers through social media and partnerships with educational platforms
Sustainability and Social Responsibility
In 2025, Fly By Jing has doubled down on its commitment to sustainability and ethical sourcing:
- Implementation of fully compostable packaging, reducing plastic waste by 80% compared to 2022
- Direct partnerships with Sichuan farmers to ensure fair trade practices, benefiting over 500 small-scale agricultural producers
- Carbon-neutral shipping options for all products, offsetting 10,000 tons of CO2 emissions annually
How Consumers Can Support AAPI-Owned Businesses Year-Round
Beyond the Buy: Engaging with AAPI Brands
Jing Gao emphasizes the importance of ongoing support for AAPI-owned businesses:
"Simple actions like telling your friends about a product you love, or liking/sharing on social media, can help to make a difference, especially for up-and-coming brands."
Ways to Support AAPI Businesses:
- Share positive experiences on social media, using hashtags like #SupportAAPI and #AAPIOwned
- Write reviews for AAPI-owned products and restaurants on platforms like Yelp and Google
- Attend cultural events and food festivals that showcase AAPI businesses, such as the annual AAPI Food Festival launched in 2023
- Gift AAPI-made products to friends and family, introducing them to new flavors and cultural experiences
Educational Initiatives and Cultural Exchange
Fly By Jing has partnered with educational institutions to promote cultural understanding through food:
- Sponsorship of AAPI culinary history courses in universities, reaching over 5,000 students across 20 campuses
- Virtual exchange programs connecting AAPI chefs with international counterparts, fostering global culinary innovation
- Interactive museum exhibits showcasing the evolution of AAPI cuisine in America, attracting over 100,000 visitors in major cities
The Global Impact of AAPI Culinary Innovation
Exporting Innovation: AAPI Flavors Go Global
Fly By Jing's success has paved the way for other AAPI brands to expand internationally. In 2025, we see a surge in global demand for authentic AAPI flavors and products:
- European markets embracing Sichuan spices in everyday cooking, with a 50% increase in imports of AAPI condiments since 2022
- Middle Eastern chefs incorporating AAPI ingredients into fusion cuisine, leading to the opening of over 100 AAPI-inspired restaurants in the region
- South American countries developing a taste for Pacific Islander flavors, resulting in a 30% growth in imports of AAPI food products
Cross-Cultural Culinary Diplomacy
Food has become a powerful tool for cultural diplomacy, with AAPI flavors playing a central role:
- International food festivals featuring AAPI chefs as headliners, attracting over 1 million attendees globally in 2024
- Government-sponsored culinary exchange programs between the U.S. and AAPI countries, strengthening diplomatic ties through shared culinary experiences
- AAPI cuisine featured in global climate change conferences, highlighting sustainable food practices and traditional preservation techniques
Conclusion: The Lasting Legacy of Fly By Jing and AAPI Heritage Month
As we reflect on the journey of Fly By Jing and its impact on AAPI representation in the food industry, it's clear that the brand's influence extends far beyond its product line. Jing Gao and Fly By Jing have become symbols of cultural pride, entrepreneurial spirit, and the power of community in driving positive change.
AAPI Heritage Month serves as a reminder of the rich contributions of Asian Americans and Pacific Islanders to American culture. Through brands like Fly By Jing, we see how food can be a powerful medium for storytelling, education, and cultural exchange.
As we look to the future, the legacy of Fly By Jing inspires us to continue breaking barriers, fostering inclusivity, and celebrating the diverse flavors that make up the American culinary landscape. By supporting AAPI-owned businesses and embracing the spirit of collaboration exemplified by Jing Gao, we can all play a part in creating a more flavorful and harmonious world.
The success of Fly By Jing and the growing recognition of AAPI contributions to American cuisine demonstrate that cultural diversity is not just a strength—it's an essential ingredient in the recipe for a vibrant and inclusive society. As we celebrate AAPI Heritage Month, let us remember that every meal is an opportunity to explore, understand, and appreciate the rich tapestry of cultures that make up our global community.
