In the Sichuan-Chongqing hotpot culture, an unwritten "golden rule" prevails: dipping tripe "seven ups and eight downs" for exactly 15 seconds achieves the optimal texture. Yet Yanjin Puzi has transformed this 15-second ritual into an instant experience with its sesame paste-flavored konjac snack—simply tear open the package to savor the authentic taste of "sesame paste-dipped tripe". In late March 2025, a brief sales update went viral across the snack industry: MOWON Sesame Paste Konjac Snack achieved single-product sales exceeding 100 million yuan in March. 

How has a small sesame paste-flavored snack rapidly disrupted the entire billion-yuan market?

01 PART. ONE  Dealers' Dilemma: "Why Was This Not Stocked Sooner?"

During the 2024 Lunar New Year, Chen Chong, a dealer in Dongguan, first stocked the sesame paste konjac tripe. "I decided to stock it on a trial basis," he recalled. "Ten boxes were sold out within two days. When the staff reported the sales data, I thought there was a miscalculation." Observing customers in his store, he noticed a common question: "Why wasn't this on the shelf earlier? I've been craving the taste of sesame paste with tripe!" This accidental trial prompted Chen Chong to wonder: What magic does this "authentic sesame paste konjac tripe" hold, driving discerning consumers to spontaneously demand restocks?

02 PART. TWO  The Golden Ratio on the Tongue: Crafting Authentic Sesame Paste Konjac Snack

The answer lies 1,300 kilometers away in Beijing. 

To replicate the flavor of sesame paste dipped in traditional Beijing copper pot hotpot, Yanjin Puzi's R&D team visited the 600-year-old time-honored brand "Liubiju". Renowned for its sesame paste, Liubiju is regarded as the "gold standard" for authentic sesame paste among food connoisseurs. "When we first consulted Liubiju's masters, we were initially perplexed," recalled R&D director Li Fengwu. "Traditional sesame paste is aromatic, but its texture was too heavy for snacks. Too rich, consumers found it cloying; too mild, it lacked memorability." Over the next year, the team conducted thousands of trials, consuming tons of sesame paste and adjusting spice formulas in milligram increments. "I half-jokingly told myself I might resign if this didn't work," Li Fengwu admitted.

Finally, a flavor ratio perfected through nearly 10,000 blind tests emerged: a precise balance of sesame and peanut pastes, integrated with milligram-precise spices, delivering a rich, lingering aftertaste. This subtle flavor innovation became the secret behind dealers' frantic restocking.

03 PART. THREE  From "Side Dish" to "Blue Ocean"

Over the past three years, China's konjac snack market has quietly expanded. According to iiMedia Research, the konjac snack market size exceeded 12 billion yuan in 2024, with annual growth exceeding 20%. Yet compared to mature categories, this sector remains in its infancy. Industry insiders note: "Consumers crave low-calorie delicious snacks—a natural advantage of konjac. However, past brands over-relied on spicy flavors, leading to taste fatigue and a market hunger for new flavor stimuli." Sesame paste flavor arrived at the perfect juncture.

Li Jian, Yanjin Puzi's product director, stated frankly: "In the konjac segment, generic 'spicy' flavors can no longer dominate consumer minds. We precisely targeted the classic 'sesame paste' flavor, leveraging the cultural memory of hotpot to rapidly penetrate the market." Concurrently, Yanjin Puzi pre-emptively established a konjac raw material supply chain with the Yunnan-Southeast Asia "double base" strategy, securing raw material advantages, while refined production processes ensure sesame paste flavor adheres uniformly to each konjac piece.

04 PART. FOUR  The Methodology Behind "Blockbuster Product × Classic Flavor"

The success of sesame paste konjac tripe is no fluke but the inevitable result of Yanjin Puzi's "blockbuster product × classic flavor" strategy. Lan Bo, Director and Executive Vice President of Yanjin Puzi, emphasized: "Competition ultimately reverts to products. Our approach is simple: identify classic flavors embedded in consumer memory, then occupy the market with unparalleled product strength." "The sesame paste flavor of Beijing copper pot hotpot is a cultural cornerstone of consumer taste buds. Unlocking this cornerstone unlocks market access."

For sesame paste konjac tripe, this methodology is explicit:
— Redefine the niche: Position as "larger pieces, crispier texture" to differentiate from traditional konjac snacks.

— Precisely graft classic flavors: Harness the sesame paste memory of Beijing hotpot to target consumer groups.

— Matrix classic flavors: Use sesame paste as a breakthrough to develop new products like spicy konjac and tiger-skin dried tofu, forming a differentiated competitive moat.

Critically, Yanjin Puzi's omni-channel strategy rapidly distributes new products, with data showing sesame paste konjac tripe ranked among top sellers in both online and offline channels within a year.

05 PART. FIVE  Beyond Sesame Paste: The Industrial Chain as the Blockbuster's Moat

But can a blockbuster with monthly sales exceeding 100 million yuan truly rely on flavor innovation alone? Lan Bo asserts: "The real moat isn't just flavor—it's the industrial chain control behind it."

Yanjin Puzi Konjac Planting Cooperative Base
In Qujing, Yunnan, Yanjin Holdings has long established a konjac raw material processing base, pre-emptively securing global konjac powder supply. Stable cost control maintains their competitive edge.

MOWON konjac vegetarian tripe embryos in freezing
Process innovation via ±0.01mm high-precision cutting technology ensures uniform flavor integration, resolving texture inconsistencies. Additionally, non-irradiated spice technology under the "kitchen ingredient revolution" concept reduces sodium content below 800mg/kg, establishing "delicious and healthier" as a consumer hallmark. These industrial chain advantages underpin the phenomenal market performance of sesame paste konjac tripe.

06 PART. SIX  From "Trial Order" to "Shelf Centerpiece"

Dealer Chen Chong now dedicates prime shelf space to Yanjin Puzi: "Strong sales and healthy profit margins make this a strategic choice." Blind test data shows sesame paste konjac tripe achieves an 84.9% aftertaste preference rate, far outperforming competitors. "Snack flavors are nuanced, but Yanjin has mastered sesame paste," Chen Chong notes. With the konjac category growing at 25% but sesame paste flavor penetration remaining below 20%①, this segment remains a "blue ocean". Chen Chong observes: "Increasing brand entry only solidifies Yanjin's position as the innovator of sesame paste-flavored konjac snacks."

07 PART. SEVEN  The Future Battle of Flavors

Behind the 100-million-yuan monthly sales milestone, sesame paste konjac tripe signifies more than a blockbuster—it marks China's konjac snacks entering the "sesame paste era". In food industry history, every epoch-making product stems from differentiated flavor innovation. "Eventually, 'authentic sesame paste konjac tripe' by Yanjin Puzi may become synonymous with konjac snacks," Li Jian asserts. "Once that perception takes hold, victory is assured."

Now holding sway in the sesame paste category, MOWON sets its sights globally: "The world should know that Chinese konjac snacks start with sesame paste flavor." This taste inspiration rooted in Beijing hotpot culture is leveraging sesame paste as a fulcrum to reshape the trillion-yuan snack universe.

Note: ①Data Source: 2023 China Seasoning Consumption Trend White Paper (China Condiment Association)

"In the survey on flavor preferences for konjac products, spicy/hot flavors accounted for 58.2%, hot and sour flavors 31.7%, while sesame paste flavor penetration rate was only 19.3% (N=12,000 samples)."