The "Magic" Growth of Konjac

According to the Konjac Industry Report by Junyi Capital:

In 2020, China's overall konjac market surpassed RMB 40 billion, with a compound annual growth rate of 26% over the past decade.

While the annual per capita consumption of konjac products in Japan reached RMB 70 in 2020, the figure in China was only RMB 7.6. This highlights the enormous growth potential of the Chinese konjac market.

In recent years, the two biggest players in the konjac market are undoubtedly Weilong and Yanjin Shop.

Konjac Shuang, a new product category pioneered by Weilong, drew inspiration from konjac tofu commonly found in Sichuan hotpot. Within a decade, its sales exceeded 6.7 billion units, generating annual revenue of over RMB 1 billion. Beyond its spicy snack empire, Weilong successfully created another blockbuster product while defining an entirely new category.

Not to be outdone, Yanjin Shop quickly gained momentum through bulk snacks and demonstrated agility in product innovation. In 2023, the company introduced sliced konjac-based "Vegan Tripe," another new category, and positioned its Yanjin Shop's Big Devil Konjac to become the leading brand in the industry.

In 2023, Yanjin Shop’s sales of konjac-based snacks under the Big Devil Konjac series soared by 84.95% year-on-year, reaching RMB 476 million.

As consumers increasingly seek healthier options alongside flavor and texture, konjac—a long-overlooked ingredient—has finally found its moment to shine. Once a humble, colorless, and flavorless "hidden gem," konjac is now a star in the snack market, making waves in categories like jelly, Konjac Shuang, and vegan tripe.

I had also been eager to try konjac snacks for some time, but my inability to handle spicy foods held me back. Luckily, the sliced vegan tripe from Yanjin Shop comes in a mildly spicy sesame hot pot flavor, allowing me to enjoy it without hesitation. With options for both spicy and non-spicy tastes, these products have broad appeal among consumers.