Haoji originated in Puge County, Liangshan Prefecture, Sichuan, and is one of the local pillar enterprises. In 1984, the founder of Totole, Rong Rongzhong, carried out a poverty alleviation project in Puge County, suggesting that the local chicken industry cooperate with MSG factories to develop new industries. With the help of novel chicken essence seasoning products, Haoji has developed from a debt-ridden Puge County monosodium glutamate factory to the largest chicken essence brand in southwest China.
 
China's chicken bouillon is one of the few industries with a particularly high brand concentration, and the overall chicken bouillon market is basically controlled by foreign-funded enterprises. Totole, Maggi and Haoji are all brands under Nestle, while Knorr is a sub-brand of Unilever, and the four chicken bouillon companies control 50~70% of the chicken bouillon market share in China. Relying on the Sichuan region, Haoji has developed into the entire southwest market, and the local competitive brand is only Jingong Chicken Essence, and it is difficult for other small brands to compete with it.
 
There are many kinds of sauces and seasonings in the southwest region, and the amount of use is large. MSG and chicken essence are one of the hidden protagonists of the hot pot base, which constructs the fresh flavor of the hot pot. Haoji Chicken Essence focuses on "long-boiled soup without mixing soup", which is more famous in the Sichuan cuisine industry, and many catering practitioners use Haoji Chicken Essence to make hot pot base. Unlike brands such as Totole and Knorr, Haoji Chicken Essence does not use starch in the ingredients, which makes Haoji Chicken Essence more soluble and the soup color clearer.
 
Most of the chicken essence is dry and powdery, and if it is not stored properly, it will absorb moisture and agglomerate, which is inconvenient to use. Chicken juice products are packaged in glass bottles, which are more convenient to seal and store, and are not easy to clump, which has been welcomed by consumers. Because Haoji concentrated chicken juice seasoning is liquid, the corresponding proportion of salt and monosodium glutamate has decreased, but the liquid state can better accommodate the flavor substances, and the chicken bone extract and chicken fat added to it bring more layers of chicken fragrance, which is very suitable for soup and cooking. Chicken sauce seasoning is usually more expensive than chicken essence, and the price of Haoji chicken juice is 55 yuan/kg, which is a more expensive condiment.