From snacks to ASMR star: Wang Yuxian is revolutionizing food culture!

From snacks to ASMR star: Wang Yuxian is revolutionizing food culture!

Wang Yuxian, a 30-year-old entrepreneur from Leshan, Sichuan, has quickly attracted considerable attention with her restaurant that serves local specialties such as chicken gizzards, rabbit meat and duck tongue. Together with her boyfriend Yang Yanli, she led a decline in revenue in early 2025. But a creative move should revive their business.

In March 2025, Wang posted a video of herself plucking chicken gizzard feathers, which quickly went viral. It received more than 5 million views. She began live-streaming this process daily, creating an ASMR experience through the use of a sound amplifier. The live streams attracted over 12,000 viewers, with an average viewing time of 38 minutes, particularly late at night. Some viewers reported that the streams helped them with insomnia.

Healthy delicacies from chicken stomachs

Chicken gizzards are not only an interesting dish, but also extremely nutritious and tasty. They contain about 20 grams of protein per 85-gram serving and less than 3 grams of fat. In addition, they are one of the cheapest sources of protein and are often available for a few euros per kilogram. The most important nutrients include vitamin B12, niacin, choline, iron, selenium and zinc. Wang and Yang sell a 250g portion of their chicken gizzards for 26 yuan, which is roughly VND90,000.

There are several methods of preparing chicken gizzards, including:

• Kochen und Schmoren: 30-45 Minuten mit Salz, Knoblauch und Gewürzen.
• Frittieren: In gewürztem Mehl wälzen und goldbraun frittieren.
• Anbraten oder Pfannenrühren: In Scheiben schneiden und mit Zwiebeln und Paprika braten.
• Grillen: In Sojasauce, Knoblauch und Essig marinieren und grillen.
• Langsam garen: Mit Brühe und Gemüse in einen Schongarer geben.

Business success through creativity

The nightly live streams increased Wang's restaurant's sales significantly. Her monthly income with Yang now exceeds 200,000 yuan (about VND710 million). Despite the success, the intensive work revealed its physical limits. Wang and Yang often feel tired and complain of pain in their hands and elbows as they have to catch about 15 kilograms of swimmers every day to keep up with demand.

However, there are also health concerns. Some guests expressed concerns about the buildup of toxins in chicken stomachs. Wang assures that she thoroughly cleans the food and removes excess feathers before preparing it. When preparing it, care should be taken as chicken gizzards contain some cholesterol and should therefore be consumed in moderation, especially by people with gout.

In southern China, chicken gizzards are not only a local specialty but have also become a popular snack, often marinated and prepared with chili and sesame oil. With her innovative idea, Wang not only secured her business success, but also created awareness for this often underestimated delicacy.

Vietnam.vn reports that…
Newsner reports on the benefits of chicken gizzards.