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Fly By Jing创始人高婧：一口辣酱闯天下
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Gao Jing is the founder and CEO of Fly By Jing, a spicy Chinese sauce and noodle brand. Jing was born in Chengdu in China’s Sichuan province and grew up “around the world,” as she puts it. She originally followed a traditional business path, working in tech, before a move back to China drew her back to food and her cultural roots. She studied with master chefs, opened an award-winning modern Chinese restaurant in Shanghai, and launched Fly By Jing as an underground supper club. That pop-up project evolved into a pioneering packaged-food brand that’s now on shelves at over 12,000 retailers across the country.
Jing delayed launching her Kickstarter campaign for months because, she admits, she was a bit terrified. But she reframed it as proof of concept: if people wouldn’t back her Kickstarter, why uproot her entire life in Asia to launch in LA? She studied successful campaigns, cold-emailed journalists, and put all her effort into it. Within the first day, she was fully funded. The campaign exceeded its goal by several thousand percent.
One of Jing’s most powerful pieces of advice for aspiring entrepreneurs: watch your layers of innovation or risk confusing customers. Fly By Jing introduced a textured hot sauce — something that required a spoon, not a squeeze bottle — while also redefining what Chinese food could mean to Western consumers. That’s multiple layers of innovation stacked on an unfamiliar category. It worked, but it required immense effort. Her advice? “Take what already is out there and then add maybe one level of innovation so that it’s easier for people to understand, accept, and not so difficult for you to make a splash.”
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