Shandong’s “Zhizha” Snack Storms Tier-One Malls With 40+ Yuan Tickets. Can It Last?

A Shandong street snack takes aim at tier-one malls

A once-humble Qingdao specialty is climbing the value chain. Zhizha—crisp, savory pork bits long seen as “table scraps”—is moving from alleyway staple to first-tier business districts in Guangzhou and beyond, with average spend topping 40 yuan. Specialty zhizha stores have recently appeared in Grandview Mall (正佳广场) and Canton Tower Plaza (广州塔广场). The hook: snack positioning, sleek branding, and tight, 20-square-meter footprints. The question: is this the next durable mall snack, or another fast-burning fad?

Fast-franchise momentum powered by platforms

Fueling the surge is social discovery and local-services data. On Douyin (抖音), videos tagged “zhizha” have reportedly amassed about 660 million views, pushing the category into the mainstream. Dao Jiangjia Zhizha (岛姜家脂渣), which positions itself as an intangible cultural heritage brand, has nearly 40 stores in Qingdao and, according to Meituan (美团) data, opened 77 additional outlets across provinces such as Shanxi and Heilongjiang between April last year and February—roughly 76% of its total. It has been reported that new sites in Wuxi Hang Lung Plaza (无锡恒隆广场) and Shenyang’s MixC (万象汇) exceeded 1 million yuan in first-month revenue and GMV, based on posts on Xiaohongshu (小红书), a social-commerce platform. Jiwu Chuzhu (吉屋出猪) says it has surpassed 110 stores across 20 provinces and nearly 50 cities in just over two years and is targeting 200+ locations in 2026. Zhuzhu Hen Mang (猪猪很忙) has opened around 80 stores in 30+ cities and is actively franchising, while Licun Zhizha (李村脂渣) grew from 28 to 65 outlets between August and February, entering Hebei, Shanghai, Zhejiang, and Guangdong.

Light stores, premium pricing

Operators are recasting zhizha as a ready-to-eat, small-format snack for commuting, streaming, and gifting—sold by weight, packaged neatly, and optimized for pickup and delivery. Many stores are approximately 20 square meters with minimal seating, which helps rapid replication and keeps opening costs low; one brand reportedly markets a franchise package that can launch for 50,000–60,000 yuan excluding rent and labor. Menus segment by cut and texture—soft zhizha from pork collar, lean “golden strips,” and multiple flavors (original, pepper-salt, spicy)—with some shops adding small seafood or regional sides. Prices skew high for street food: at Licun Zhizha, half a jin of crispy pork belly zhizha sells for 59 yuan and lean versions for 69 yuan; on Dazhong Dianping (大众点评), Dao Jiangjia’s Shenyang outlet lists an average spend of 41 yuan, while Jiwu Chuzhu’s Shanghai store is around 55 yuan.

The sustainability test

Can zhizha avoid the fate of past viral bites like crispy pork belly? Value perception is a hurdle. In China, most snack-and-fast-food venues cluster under 30 yuan per person; consumers are already flagging zhizha’s pricing as “too expensive” and “low value-for-money” on review platforms. Health is another issue as low-fat, low-sugar, low-salt trends harden; brands such as Dao Jiangjia Zhizha (岛姜家脂渣) reportedly tout low-temperature defatting to reduce grease while preserving flavor, but broader product innovation will be needed. With mall landlords chasing novelty, platform virality can seed rapid chains—yet sameness spreads just as fast. To endure, zhizha brands may need to lean into genuine differentiation and heritage storytelling, converting one-off curiosity into repeat habit. Otherwise, this “new favorite” of prime business districts could prove fleeting.