![]() In 2020 she “reclaimed” her given name of Jing, in place of the moniker Jenny she had gone by for years. Your perception of it or your strong belief in what it should be is probably due to a lack of exposure to what else is out there.”Īt the same time, the rebranding also served as an evolution for Gao herself. “We wanted to illustrate that is not a monolith. ![]() “What we really wanted to do was illustrate the fact that this is a product that is not going to fit into your expectations or perceptions of what Chinese food should be,” Gao said. Since then, Fly By Jing has largely focused on direct-to-consumer sales, with the bulk of its business coming from its own website. Gao launched the company through a Kickstarter campaign, ultimately raising approximately $120,000 through the crowdfunding platform. “I really wanted to rewrite some of these false narratives about Chinese food that have existed for so long,” Gao said. Meanwhile, she added, consumers were under the perception that Chinese cuisine had to be cheap, or saw authentic products as intimidating. While research firms and retailers alike spoke of the rising interest in global flavors and spice, she said, there were few brands creating products that spoke to these trends authentically. She said she was inspired to start a CPG line after attending trade show Natural Products Expo West and becoming dismayed by the lack of diversity among founders. The deal came together quickly in under two months, said Fly by Jing Founder and CEO Jing Gao, and was prompted by Prelude’s interest in partnering with the company rather than Fly by Jing seeking out investors.įounded in 2018, Fly By Jing evolved from a popup restaurant series Gao ran in Shanghai. ![]() D2C condiment brand Fly By Jing announced late last week that it had raised $5 million from investment firm Prelude Growth Partners.
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