Japanese slurp up Vietnamese and Thai flavors in instant noodles

Imports from Southeast Asia on the rise since pandemic travel restrictions

Japanese consumers are snapping up instant noodles imported from other Asian countries. (Photo by Kana Watanabe)

KANA WATANABE and YUKI MASUDA, Nikkei staff writers

September 30, 2023 11:30 JST

TOKYO -- Instant noodles, a global pantry stable born in Japan more than six decades ago, are coming home as imports with added Southeast Asian flavors, and consumers are loving it.

The trend took off during the pandemic as Japanese, unable to travel overseas, opted for the tastes of Vietnam or Thailand in the form of instant noodles that can be cooked in less than five minutes.