The story of Want-Want could best be described as a story of "patience".
A Special letter
The Want Want Group was founded in 1962
under the name I Lan Foods Industrial Co., Ltd. We introduced the Want Want
Brand in Taiwan in 1983, and soon after, we expanded into mainland China by
investing in factories.
Our famous snacks, including Senbei Rice
Crackers, Milk Flavored Drink, QQ Gummy, Ball Cakes, and more, are some of our
As we continue to expand, the Want Want
Group is actively seeking opportunities for diversified industry cooperation in
the Southeast Asia market. Our ultimate goal is to become a comprehensive food
and beverage kingdom, offering our customers the best products and services
The story of Want-Want is a tale of
patience and persistence. Originally known as I Lan Foods, a Taiwanese canned
food manufacturer founded in the 1960s, the company took on a new direction
when Tsai Eng-Meng, the son of the founder, took over in the 1970s.
It was during this time that Tsai Eng-Meng
had a brilliant idea that would change I Lan Foods forever: "Senbei,"
a Japanese Rice Cracker. Tsai knew that the perfect formula to create the
ultimate Senbei snack could be found at Iwatsuka Confectionery Company.
Tsai's first attempt at contacting Iwatsuka
Confectionery with 50 letters unfortunately did not yield any positive
responses. However, he was not deterred and decided to take matters into his
own hands by personally visiting their office. Despite several unsuccessful
attempts, Tsai's persistence eventually paid off and he impressed Keisaku Maki,
the president of Iwatsuka Confectionery.
This marked the beginning of a dialogue
between I Lan Foods and Iwatsuka, which eventually led to their collaboration
in creating the ultimate Senbei. Finally, in 1983, the famous Senbei Rice
Cracker and Shelly Senbei Rice Cracker were born, forever changing the course
of Want-Want's history.
The story of how the name "旺旺" (Want-Want)
came about is quite fascinating. One morning, Tsai had an idea for a name that
would be easy to remember. He also wanted it to have a connection to the English
phrase "one by one" because he envisioned customers munching on
Want-Want Senbei one after another, non-stop.
To seek divine inspiration, Tsai visited
the Temple of the Eighteen Lords to predict his fortune. Inside the temple, he
saw a dog worshipping, and he felt as though he had received a message from
heaven. He proclaimed with great excitement that the barking of the dog was the
sound of "Want Want". In Mandarin, the sound of dog barks is very
similar to the pronunciation of "Wan-旺," a Chinese character that represents prosperity.
With this inspiration, Tsai transformed I
Lan Foods into one of the world's most renowned brands, known as Want-Want.