Tasty transformation: Thai instant noodles ride K-pop and J-pop wave

Thai Instant noodles, a staple in many households and offices, have evolved significantly in recent years, influenced by the growing popularity of Korean and Japanese pop culture in Thailand. As a result, manufacturers are diversifying their offerings, serving freshly prepared instant noodle dishes in their restaurants, petrol stations, and luxury retail complexes in Bangkok.

The global demand for instant noodles reached 121 billion packets last year, according to the World Instant Noodles Association, with Thailand consuming 3.87 billion packets annually, placing it ninth on the global scale.

Given the regulatory control of the Commerce Ministry, increasing prices for instant noodles is a challenge for manufacturers. To combat this, companies have adopted various strategies, including launching new value-added and innovative products for the premium market,…