![]() When we did the rebrand, I wrote an essay and made a series of videos sharing my story, which felt scary and vulnerable because it’s such a personal story: of seeking belonging and eventually not feeling the need to be someone else to find that. The company has gone through that too with our recent rebrand - it’s really standing in its power and saying, “This is exactly who we are.” I was able to find strength to stand in my truth and reclaim my name and not feel like I needed to hide who I am anymore. And then, we (the company and I) went through this tremendous growth last year during COVID. JG: It's funny because when I started the brand, I went by a different name, so ‘Jing’ was a concept not tied to my identity. Could you share the story of reclaiming the name Jing after going by Jenny for most of your life, plus the experience of having your name on a brand? It ended up going viral and became one of the highest funded craft food projects on Kickstarter, which allowed me to produce the first big batch at scale and move my life to LA.įly By Jing’s Sichuan Chili Crisp and Salsero Spoon, designed in Tulum Credit: know there’s a special story behind your name and the name Fly By Jing. I launched a Kickstarter at the time for a Sichuan Chili Crisp, which was one of the flavor bases for a lot of my dishes. ![]() In 2018, I went to the natural products expo, Expo West, and I was really shocked to see how few multicultural options there were for natural foods. ![]() I went to Chengdu and studied with one of the greatest living chefs in China, and I started cooking as a very personal expression of my own experience - having been born in Chengdu, growing up all over the world, and wanting to create food and flavors that fit into the way that we eat today. One thing led to another and I quit my job and opened a restaurant in Shanghai. I started working in food media as a writer, shining a light on the food culture of Chinese cuisine. It started as a personal quest to reconnect to my roots, but eventually, the more I learned about China’s 5,000 year food heritage, the more I realized how little of it made its way to the west. I found myself accidentally in Asia in my twenties for a tech job, and I began reconnecting with my identity and heritage through food. In that process, I became really disconnected from my heritage. JG: I was born in Chengdu, which is the flavor capital of China, but I grew up moving around to eight or nine different countries. I’d love to start by learning more about your personal story and how you came up with the concept of Fly By Jing. ![]() In this installment of The Quality Makers, founder Jing Gao shares her story of growing up around the world, building a brand that “tastes different,” and evolving alongside Fly By Jing. Recently, the brand announced an investment from Prelude Growth Partners ahead of an upcoming rollout in stores like Target, Whole Foods, and Sprouts. Last year alone, Fly By Jing earned coverage by Forbes, Food & Wine, and The New York Times while growing revenue by 1000%. “Jing” is a nod to founder Jing Gao’s birth name, which she recently reclaimed after living most of her life as “Jenny.” Crafted with equal intention, Fly By Jing is introducing bold, “uncensored” Chinese flavors to American diners. ![]() “Fly” references China’s hole-in-the-wall eateries so popular they attract diners like flies. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…įly By Jing, the modern Asian food brand whose Sichuan Chili Crisp is an internet favorite, was named with intention and brilliance. Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. ![]()
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