Hotword customization is one of the important issues remained in ASR field - it is of value to enable users of ASR systems to customize names of entities, persons and other phrases. The past few years have seen both implicit and explicit modeling strategies for ASR contextualization developed. While these approaches have performed adequately, they still exhibit certain shortcomings such as instability in effectiveness. In this paper we propose Semantic-augmented Contextual-Paraformer (SeACo-Paraformer) a novel NAR based ASR system with flexible and effective hotword customization ability. It combines the accuracy of the AED-based model, the efficiency of the NAR model, and the excellent performance in contextualization. In 50,000 hours industrial big data experiments, our proposed model outperforms strong baselines in customization and general ASR tasks. Besides, we explore an efficient way to filter large scale incoming hotwords for further improvement. The source codes and industrial models proposed and compared are all opened as well as two hotword test sets.