Fly by Jing is not just a brand; it is a culinary movement that has taken the global food scene by storm, offering a fresh perspective on the rich tapestry of Chinese flavors. Founded by the visionary chef and entrepreneur Jing Gao, the brand has become synonymous with the vibrant and complex taste of Sichuan cuisine, captivating the palates of food enthusiasts worldwide.
Jing Gao, a native of Chengdu, the capital of China’s Sichuan province, was driven by a passion for her hometown’s culinary traditions. Armed with a profound respect for the time-honored techniques and a desire to share the authentic taste of Sichuan with the world, Jing embarked on a culinary journey that eventually led to the creation of Fly by Jing.
“What started out as a quest to reconnect with my roots turned into a mission to shine light on the cuisine and the culture and its people.”
The genesis of Fly by Jing was deeply rooted in a personal quest for connection and cultural resonance. She reflected, saying, “For me, food became a vehicle to really reconnect with my own identity. I had an underground supper club, and I was cooking for thousands of people and realized that these flavors that I grew up with that I loved so much were actually universal.”
Fly by Jing, with its meticulously crafted products, stands as a testament to the power of flavors to bridge gaps, evoke nostalgia, and foster a shared appreciation for the culinary heritage of Sichuan – an appreciation Gao seeks to share across the world.
“Fly by Jing is more than just a hot sauce brand. Our tagline is ‘Not traditional, but personal.’ We have built an incredible community and a platform that really stands for the world that we want to see. A world where there is space for diversity.”
Gao founded Fly by Jing in 2018 after years spent creating the recipes for chili oils, spices, and sauces. But despite this careful planning, the initial launch presented a challenge she never saw coming.
“We ship frozen dumplings and jars full of oil to customers all over the nation. Close to the holidays of 2018, I had my first shipment come. The 3PL that I worked with sent out all of our jars and I received the first email of a customer with a photo of a manila envelope filled with broken glass and oil. I realized that they had shipped out all 20,000 jars in manila envelopes without any protective padding. I ended up spending a whole month writing customer service emails.”
Suffice it to say, this was not the way she wanted to launch her brand. In searching for tools to help Fly by Jing reduce risk of business loss, offload the customer support queue, and create positive customer experiences, she turned to Route.
As Fly by Jing approaches its second holiday season with Route, Gao reflects on the manila-envelope mayhem of 2018. “I wish I had Route then.”
“As we grow and scale Fly by Jing, it’s just really great to know that Route is providing peace of mind for both our team and our customers.”