Major Brand Refresh for Furong Shuxia Maocai: Assessing Its Future Prospects.

Furongshuxia Maocai: A Brand Upgrade That's Making Waves

Furongshuxia Maocai, a well-known Sichuan spicy dish brand, recently held an event in Chengdu called “Sichuan Spicy · Really Different”. At the event, they announced that they will now use the shorter name: “Furongshuxia Maocai”. This news has caught the attention of many in the food industry.

Furongshuxia is known for its traditional taste, fresh vegetables, and healthy ingredients. The food is natural, green, and full of authentic Chengdu flavor.

It is also the first Sichuan maocai brand to be recognized as an “Intangible Cultural Heritage”. But will using a shorter name confuse customers? After all, the original name is well-known.

Actually, this change is part of a bigger plan to upgrade the brand. Furongshuxia has a long history—it started in 1898 and has been passed down through four generations. In 2011, Jia Guojin, the fourth-generation owner, started the Furongshuxia brand in Chengdu. Today, it is a leading name in Sichuan maocai.

Why Use a Shorter Name?

In places like Sichuan, Chongqing, and Northern China, many people think of Furongshuxia when they hear “maocai”. The brand is famous for its authentic taste.

But why shorten the name?

The founder, Jia Guojin, says the full name has completed its mission. The new shorter name is not a rebrand—it’s just simpler and easier to remember.

They found that many customers often misspelled or misremembered the old 8-character name. Some called it “Furongshu Maocai”, others “Furongshuxia”. It was just too long.

After research both online and offline, a top strategy company also suggested that the shorter name is low-risk. It still includes both the brand and the product name. It will be easier to read, remember, and share—both in stores and in ads.

What’s Next for Furongshuxia?

Most people in the industry think this change is a smart move. It will help the brand grow and become more well-known.

This upgrade is meant to better serve customers and strengthen the brand’s image.