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How this humble Chinese instant noodle brand (White Elephant) reacts to the sudden virality


While instant noodle giants Uni-President (统一) and Master Kong (康师傅) were busy dealing with the negative publicity for using problematic “dirt pickles” (土坑酸菜) after being exposed by CCTV at the annual “315” consumer rights, White Elephant’s (白象) sales skyrocketed to approximately RMB 10 million in just one week. Much of the instant noodle market in […]

How the Chinese Instant Food Market is changing | Daxue Consulting

Instant noodles consumption in China

Due to the successful “reforming and opening-up”, China’s social structure has changed rapidly and the urban lifestyle has become more and more fast-paced. The average worker has a busier schedule; therefore, do not have time to treat themselves with decent meals.  Therefore, because of the large population base, China is the largest instant food market […]