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.