---
title: "All the Liu Genghong Girls Are Buying: What Is the Healthy Instant Food Brand 'Lihaoji'?"
description: "Lihaoji is a new consumer brand launched this year, with its first batch of healthy instant food products hitting the market in April, positioned as '24-hour healthy instant food for any time.' Adopting a product philosophy of reduced oil, salt, and sugar, combined with the latest generation of FD freeze-drying technology, it offers consumers healthy instant food that can be enjoyed at any time without extra metabolic burden. The first three products are: Hot Pot Beef Noodles (spicy), Egg-Flavored Beef Congee (mildly spicy), and Mushroom Chicken Shreds Congee (fresh soup flavor)."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-05-19"
language: "en"
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# All the Liu Genghong Girls Are Buying: What Is the Healthy Instant Food Brand 'Lihaoji'?

> Lihaoji is a new consumer brand launched this year, with its first batch of healthy instant food products hitting the market in April, positioned as '24-hour healthy instant food for any time.' Adopting a product philosophy of reduced oil, salt, and sugar, combined with the latest generation of FD freeze-drying technology, it offers consumers healthy instant food that can be enjoyed at any time without extra metabolic burden. The first three products are: Hot Pot Beef Noodles (spicy), Egg-Flavored Beef Congee (mildly spicy), and Mushroom Chicken Shreds Congee (fresh soup flavor).

Lihaoji is a brand-new consumer brand born this year, with its first batch of healthy instant food products launched in April, positioned as '24-hour healthy instant food for any time.'
Adopting a product philosophy of reduced oil, salt, and sugar, combined with the latest generation of FD freeze-drying technology, it aims to provide consumers with healthy instant food that can be enjoyed at any time without extra metabolic burden, offering a healthy and satiating option beyond regular meal times.
The first three products are: Hot Pot Beef Noodles (spicy), Egg-Flavored Beef Congee (mildly spicy), and Mushroom Chicken Shreds Congee (fresh soup flavor), targeting the young 'Liu Genghong girls' who are too busy to cook and care about fitness and appearance.
**Lihaoji: The lululemon of Instant Food**
Since the pandemic, instant food has gradually become a daily necessity. Currently, few brands in the market are making or daring to make truly healthy instant food, due to high raw material costs and expensive healthy processing techniques. This creates a market opportunity for emerging brands like Lihaoji.
Lihaoji leverages its founding team's background in brand marketing and consumer insights, along with its innate brand DNA for product innovation, to enter the instant food market as the 'lululemon of instant food.' In a highly competitive food industry, it speaks through product strength focused on health and low calories, relieving consumers of the psychological burden that instant food is 'unhealthy and fattening.' It is also the healthy late-night snack for the hottest 'Liu Genghong girls' after their evening workouts.
**Lihaoji Hot Pot Beef Noodles**
Lihaoji's first three products are distinctive. The Hot Pot Beef Noodles are a super instant food that is 'half healthy hot pot, half light ramen,' featuring visually striking real snowflake beef slices of at least 7cm, which stimulate appetite, and a spicy flavor that satisfies cravings. The noodles are made with third-generation FD freeze-dried technology, oil-free, and low in fat and calories.
With a food process that reduces oil, salt, and sugar, and rich ingredients including beef, vegetables, wood ear mushrooms, and tofu, it offers a visually abundant meal. It serves as both a single-serving mini hot pot without worrying about breakouts and a premium instant noodle that is healthy and not fattening.
**Lihaoji Egg-Flavored Beef Congee**
Lihaoji's two congee products feature innovative textures. The Egg-Flavored Beef Congee has a mildly spicy taste equivalent to 2/3 of a chili pepper, which is both refreshing and satisfying. The rice grains are cooked to a texture between soaked rice and congee, with distinct grains and a chewy bite—a texture not seen in other brand's instant congee.
It also uses the latest generation of non-fried FD freeze-drying technology, which requires no preservatives and highly preserves the color, aroma, and taste of ingredients, retaining up to 96% of nutritional value, aligning with Lihaoji's philosophy of reduced salt, low calories, and health.
**Lihaoji Mushroom Chicken Shreds Congee**
There is also a small hit made with chicken shreds: a new-style mushroom and chicken shreds congee that cures the choice paralysis of congee lovers. For those with no time to cook breakfast in the morning, skipping breakfast is bad for the stomach, so Lihaoji offers a great breakfast solution.
A bowl of mushroom chicken shreds congee warms both heart and stomach. Mushrooms paired with chicken are delicious and nutritious, but what makes Lihaoji unique is that the congee is based on chicken broth, with a taste reminiscent of Cantonese-style soup. Each spoonful offers both soup and congee, with rice grains between Japanese-style soaked rice and congee, fragrant and chewy. This is currently Lihaoji's best-selling and most repurchased new product since its April launch.
**The Unique Brand Concept of 'Any Time'**
Unlike traditional instant food brands, Lihaoji avoids the common approach of segmenting by ingredients. Instead, it adopts 'any time' as its core concept, enhancing consumers' sense of usage scenarios and entering the market with differentiated competition.
According to Lihaoji's insights report, the target customers are white-collar workers in first-tier and new first-tier cities, as well as Gen Z students—all 'busy people' who lack time to cook or even eat.
This idea stems from Lihaoji's insight that young 'busy people' often face 'awkward meal times,' such as missing meal times due to meetings and overtime, craving a late-night snack at midnight, or wanting a small extra meal without feeling too full.
In such moments, consumers tend to choose instant food that is more convenient and quick, rather than ordering takeout. Among the many instant food options, Lihaoji offers a better choice.
'24-hour healthy satiety' means healthier ingredients and better quality than traditional instant food, balancing taste and health, allowing consumers to enjoy healthy instant food without mental or physical effort, and without worrying about breakouts or weight gain. With multiple life scenarios, this gives most consumers who are 'too lazy to choose' a reason to immediately pick Lihaoji when they need instant food.
For Lihaoji, this is a promising start. The three new products, from packaging aesthetics to product quality, demonstrate the aesthetic and skill expected of a new consumer brand. Looking at Lihaoji's long-term product plans, it will continue to enrich its healthy instant food line from the core concept of 'health.'
In this process, whether Lihaoji can break through the cold start phase of a new consumer brand and build a 'consumer's choice for any time' mindshare in the new consumer market depends on whether the two founders, with backgrounds in consumer business and the internet, can continuously inject brand marketing and product innovation into the brand. New Distribution also looks forward to their next moves and hopes they truly create trends and value for the industry and consumers with healthy products.
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