In recent years, the “lazy economy” has gradually come into the public eye and is experiencing explosive growth. Self-heating rice products, particularly popular among young homebodies, have delivered exceptionally strong market performance in the new economic landscape. From brands like Mo Xiaoxian and Zihai Guo to industry giants such as Uni-President and Haidilao, the successive entry of major players has further fueled the expansion of the self-heating food category. Amidst intense competition among numerous market entrants vying for a share of the self-heating rice market, Shijiazhuang Huikang Food Co., Ltd.—a national key leading enterprise in agricultural industrialization—launched its own self-heating rice brand, “Hifanshi,” in early 2020. Standing out among many emerging brands, Hifanshi has quickly become a breakout hit that has drawn significant attention from the industry.

A Trendy Best-Seller Born from the “Lazy Economy”

According to statistics, at the beginning of 2020, sales of self-heating rice products on e-commerce platforms surged by 257.09% year on year, making it another category experiencing rapid growth following instant noodles and frozen dumplings. The primary consumers of these products are college students and white-collar workers aged 18 to 29. They are the true drivers of the future consumer economy: having grown up during a period of rapid national economic expansion, they generally enjoy better family circumstances than those born in the 1970s and 1980s, are often only children, and have been showered with more care and attention from an early age. While they value convenience, they also have higher expectations for taste and quality; even when eating alone, they seek a satisfying meal that feels special and ritualistic.

Compared with other convenience foods such as instant noodles and frozen dumplings, Hi-Fan self-heating rice has several distinct advantages. First, it comes complete with vegetables, meat, and rice, all prepared using modern processing techniques that help preserve the natural flavors of the ingredients. Second, in both appearance and taste, Hi-Fan self-heating rice closely resembles a home-cooked meal, offering a wider variety of styles and options to better meet consumers’ taste preferences. In addition, Hi-Fan is more versatile than takeout, fitting seamlessly into a range of scenarios: late-night hunger relief during overtime, quick lunches, midnight snacks, or long-distance travel. No fire, no electricity—just a cup of cold water and 15 minutes—and you’ve got a hot, freshly cooked meal. It’s especially well-suited for young professionals who have just entered the workforce and prefer to skip the kitchen. With its inherent convenience, speed, and deliciousness, Hi-Fan quickly won over young consumers upon its launch.

Self-heating rice at 10 p.m.—Hai Fan Shi tastes even better!

Looking at the self-heating rice market as a whole, while brands such as Unified’s “Kai Xiaozao,” Haidilao, and Zihai Guo have already captured a loyal customer base, there remains vast untapped potential to meet the increasingly sophisticated consumption demands of today’s young consumers. At Hai Fanshi, we go beyond the basic function of self-heating rice as mere sustenance by elevating its role to something more meaningful: by focusing on both the ingredients and the flavor profile, we ensure that consumers not only eat their fill and enjoy delicious meals, but also experience a sense of happiness and warmth with every bite.

Northeastern rice, powered by nature’s purest essence. Compared with similar products on the market, Hai Fanshi delivers uncompromising quality. First and foremost, we source only the finest Northeastern rice—its grains are as white as snow, irresistibly fragrant, and perfectly chewy and springy. What’s more, our rice is steamed directly from raw grains, rather than reheated after being cooked, so even after just 15 minutes of heating, it still retains the fresh, aromatic scent of newly steamed rice.

1. Premium Ingredients—Made with high-quality, sproutable rice from Northeast China, delivering a more fragrant aroma and superior taste for peace of mind!

2. Green manufacturing process: The rice grains are thoroughly dehydrated, with no preservatives added, resulting in a shelf life of one year at room temperature. They are convenient to carry and easy to store.

3. Convenient and delicious—cook rice in just 15 minutes, with a soft, glutinous, and delightfully chewy texture. Simple to use, quick to heat, and even tastier than freshly steamed rice.

Six signature flavors, all in one bowl. At present, Hi-Fan offers two main product lines—claypot rice and topped rice—comprising a total of six self-heating rice varieties. The claypot rice lineup features four distinct styles: Preserved Vegetable and Braised Pork Belly—Kung Fu-style Hakka cuisine; Mushroom and Beef—homestyle stir-fry; Cantonese-Style Cured Sausage—refined Cantonese cooking; and Taiwanese Braised Pork—authentic Taiwanese flavor. The topped rice line includes two classic styles: Fish-Flavored Shredded Pork—genuine Sichuan taste; and Curry Chicken Cubes—Japanese-inspired flair. Whether it’s the nutritional balance of the ingredients or the faithful recreation of the original flavors, these products deliver exceptional authenticity. In short, once you bring home any of these six varieties, you can effortlessly savor the signature dishes of six renowned culinary destinations!

Hai Fan Shi Claypot Rice—Preserved Mustard Greens with Braised Pork Belly, a renowned Hakka dish known for its mellow aroma and lingering sweetness. The pork belly is rich yet not greasy, tender, succulent, and deeply flavorful. The preserved mustard greens, aged to perfection, exude a luxuriant fragrance that, when paired with the pork belly, elevates the dish’s complexity and depth of flavor.

Hi Fan Master’s Claypot Rice—Cantonese-Style Cured Sausage: a tantalizingly smoky, cured aroma that lingers beautifully. We carefully select only the finest Cantonese sausages—two parts fat to eight parts lean—for a perfectly balanced, non-greasy texture with distinct, visible meat granules. The sausage boasts a rich, rosy hue and a firm, smooth surface, exuding an irresistible cured-sausage fragrance that grows more aromatic with every chew.

Hi Fan Shi Claypot Rice—Taiwanese-style braised pork, authentically Taiwanese in flavor. Premium-grade pork belly, tender, sticky, and delicious, with a sweet, lingering aftertaste. The rich aroma of the braising sauce melds seamlessly with the meat, creating a deep, mellow taste that’s never greasy. The pork is fragrant and tender, the sauce thick and flavorful, and when you mix the savory broth with the rice, the delightful aroma lingers on your palate.

Hi Fan Master’s Claypot Rice—Mushroom and Beef: a homely stir-fry that’s vibrant in color, rich in flavor, and irresistibly fresh. The fragrant, slightly spicy soy-sauce base marries tender beef with earthy mushrooms, creating a bold, umami-packed taste with just the right hint of heat. One bite and you’ll never forget it—so delicious you won’t be able to stop!

Heavier portions—enjoy every bite! Compared with similar products on the market, Hi-Fan Shi’s servings are impressively generous, delivering exceptional value right from the start. Options include Preserved Mustard Greens Pork Belly (315g per box), Mushroom and Beef Stew (318g per box), Cantonese-Style Cured Sausage (280g per box), and Taiwanese Braised Pork (315g per box). Not only do these dishes taste amazing, but they’re also hearty enough to fill you up. Hi-Fan Shi’s “big-portion” approach ensures that one bowl is all you need to feel satisfied—no disappointments, no regrets. Once you’ve tried it, you’ll never forget it.

For overtime-bound workaholics, when hunger strikes, a quick 15-minute bowl of HAI FAN’s claypot rice is always there to soothe the soul. As the fragrant aromas of rice, vegetables, and meat meld on the palate, a wave of blissful satisfaction washes over you—turning even the grumpiest mood into instant healing.