A couple’s love of flavour, health and heritage – and the desire to build something meaningful together – has led to the development of an award-winning chilli brand.
RishRight, which was founded two years ago by Yuan Gao and his partner Rina Su, is focused on bringing the taste of Chinese qin chilli to UK consumers through a range of sauces, pastes and oils.
Grown in the valleys of Shaanxi province, qin chilli has a unique profile that is fragrant but not too spicy, and is described locally as ‘aromatic without burning’.
Yuan and Rina grew up in China and came to the UK in 2023 when Rina began an MBA at the Cambridge Judge Business School. The couple had used qin chilli at home for many years but could find nothing to match its unique flavour in the UK.
“The inspiration for RishRight began long before it became a commercial brand,” says Gao. “Qin chilli had been part of our lives for years. RishRight didn’t begin as a business idea — it began as a part of our home, our health, and our shared passion. Launching it was simply a natural next step.”
He adds that qin isn’t just a ‘spicy ingredient’. “From the very beginning we have been committed to highlighting the nutritional value of chilli – its antioxidants, its vitamins, and its natural health benefits – something that is rarely talked about in the condiment world.”
Yuan had spent many years working in branding and marketing and had hoped to one day build his own brand – an ambition that prompted the couple to create RishRight.
“We didn’t jump in without thinking. We spent a lot of time planning our first steps,” he explains. “We researched the ingredient deeply – its nutrition, its story, and its cultural importance.”
The brand’s first three products were developed in collaboration with producers in Shaanxi, where the craft has been preserved for centuries. RishRight’s Classic Yo Po Chilli, for example, is based on a recipe using a traditional hot-oil blooming technique from the Qinling region.
The business initially launched through online channels and introduced the brand in a way that, according to Gao, “looked good on paper”.
“But in reality, entering a completely new market with a new product and a new category is very different from working in a familiar environment,” he admits. “No matter how much experience you have, you still have to learn from the ground up.”
Fortunately, the couple had help from the Cambridge community, with people from the Judge Business School, local shops, mentors and friends giving encouragement and opening a few important doors.
“Some early customers were friends and Chinese users who already understood this style of chilli,” says Gao. “But from the beginning, our real goal was to reach the local UK market – people who had never heard of qin chilli before.”
The best way to achieve this, they decided, was to get closer to potential customers by taking part in more than 60 festivals and food events across the country in 2024 and 2025.
“We didn’t just sell product there, we talked to people face-to-face, listened to their questions and preferences, watched how they reacted to the flavour, and slowly learned how qin chilli fits into everyday cooking,”, says Gao.
“Those events gave us something no report or theory could offer – a deep, real understanding of our users and the market. And they also brought us very good sales and a lot of confidence.”
With growth has come changes in the way the business operates. From packing the products at home, the couple now work with warehouse and fulfilment businesses, and has partners to help with marketing, design and logistics.
“This keeps us flexible while still being able to grow,” says Gao.
RishRight is now stocked in a growing number of delis and farm shops as well as retailers including Booths, Partridges, Panzer’s and Superette in London; and Amazon UK – and has this month gone into Ocado.
From its initial three products, the range has expanded to comprise Classic Yo Po Chilli, Fresh Qin Chilli Sauce, Garlic Blend Qin Chilli Paste, Qin Chilli Oil and Yo Po Chilli Golden Drizzle.
The latter of these was this year awarded Gold in the 2025 Farm Shop & Deli Product Awards, which Gao says has validated the brand’s commitment to authenticity, respect for provenance and belief in consumer-led innovation.
“From interactions with over 20,000 users across tastings, markets, online messages and retail conversations, I discovered UK consumers loved the flavour of our Classic Yo Po Chilli, but many wanted a smoother, drizzle-friendly texture that worked easily with everyday western dishes.”
The result was the creation of Golden Drizzle. Described as a silky, refined, spoonable version of the classic recipe, it is produced by grinding the chilli and oil into a smooth form while maintaining the complexity of qin chilli.
“For us, the Farm Shop & Deli Product Award is not only an honour, it’s encouragement,” says Gao. “It strengthens retailer confidence, builds consumer trust and motivates us to continue elevating qin chilli on the global stage.”
The long-term vision of Yuan and Rina is to make qin chilli a globally recognised flavour, such as gochujang paste or Sichuan peppercorn. To this end, the couple are hoping to expand distribution and the product range while continuing to support farmers in Shaanxi through fair, stable sourcing.
“At its core, RishRight will always stay true to why it was created,” says Gao. “A brand born from love, health, heritage, and the belief that great flavour can bring people together.”
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