Huy Fong Sriracha Sauce Goes Global
‘American Sriracha’: How a Thai Sauce That Migrated to the U.S. Became a Global Phenomenon by Naomi Xu Elegant, October 5, 2019
The omnipresent chile sauce, sriracha from “Rooster Brand” Huy Fong is now conquering Asia. In this article, CCD Innovation’s Kara Nielsen recalls the trend journey from a restaurant-staff staple condiment in the 1990s in California to exploding alongside food trucks in the mid-2000s to becoming mainstream. Now the brand is moving to Asia via recent huge popularity in the Philippines. As it migrates to Thailand, Huy Fong Sriracha is positioned as “American” and “Original.”