ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

How Japan's Nissin noodles became Hong Kong's soul food

Crowds gathered at Nissin's booth during August's Food Expo in Hong Kong.

HONG KONG -- Demae Itcho, the instant noodle brand made by Japan's Nissin Foods Holdings, has developed a wide following here -- where ready-made ramen is a top comfort food. How Nissin achieved that feat may provide clues for other multinationals hoping to succeed in the global arena.

At Hong Kong's Food Expo in the middle of August, the booth set up by Nissin's local arm drew some of the largest crowds. Attendees were after the travel bags, each stuffed with 15 noodle packs. Those bags cost 100 Hong Kong dollars ($12.89), and they came with free bowls and chopsticks. "We sold out all 6,000 sets," said a booth supervisor.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more