The global staple: Why we are all instant noodle eaters
Have you ever had Japanese instant noodles? I recently researched the topic and found that more than 100 billion servings of instant noodles are eaten annually worldwide. Considering the global population of roughly 7.5 billion, this means people eat instant noodles at least 13 times a year on average. Instant noodles are, quite literally, a staple food for people all over the world.
Some of you may object: “I don’t eat that much!” I know; average consumption sometimes doesn’t make intuitive sense. Let me share the world ranking of annual instant noodle consumption per capita (2020): Korea is No. 1 (81 meals), followed by Vietnam (73 meals), Nepal, Thailand, and Malaysia.
All of the top 10 countries were Asian. Japan fell just short of the top 5, ranking 6th with 47 meals. However, here is the essential point: Instant noodles were invented in Japan in 1958. By the newly developed process of frying and drying the noodles, people suddenly became able to eat a satisfying meal simply by pouring hot water.
The philosophy of necessity: Momofuku Ando’s genius
Instant noodles were invented during the post-war reconstruction of Japan. In 1958, more than a decade after the end of WWII, the food situation in Japan was still dire. While almost all Japanese people were struggling, a single man—Momofuku Ando—stood up. He invented instant noodles hoping to better the situation, even if only slightly.
Even in such a time of food shortage, what he aimed at was not just calorie supply. His philosophy for the invention required five criteria: good flavor, conservability, fuss-free preparation, a fair price, and safety. This blend of practicality and high standards is why his first product became a massive hit and why his company still holds the top market share in Japan.
The endless pursuit: Kaizen after Kaizen
In the 60-plus year history of Japanese instant noodles, there have been two major breakthroughs, exemplifying the uniquely Japanese spirit of Kaizen (continuous improvement):
- The First Breakthrough (1968): Non-fried noodles. This succeeded in extending expiration dates and making the texture closer to fresh noodles without using oil. This option is, unsurprisingly, popular today due to increasing health consciousness.
- The Second Breakthrough (1992): Vacuum-packed raw noodles. I still remember the impact of its launch. Although the price is higher, the texture of this raw-type instant noodle became astonishingly close to the real thing served at ramen restaurants.
Today, the Japanese instant noodle market has roughly three categories: fried, non-fried, and raw-type noodles. People simply pick what they like depending on their mood of the day. And the soup has been evolving just as rapidly as the noodles. I believe you will be satisfied whichever Japanese instant noodle you choose, as they have survived the longest test of time in the world. If you’re interested in the culture, I recommend the CUPNOODLES MUSEUM in Yokohama—an intellectual pilgrimage!
The anti-climactic conclusion: My souvenir dilemma
So, after all that talk of post-war philosophy, global consumption rankings, and the relentless Kaizen that shaped the modern food world, why am I writing this article today?
I read an article saying that Japanese instant noodles (especially region and time limited editions) are popular as a souvenir even in Thailand, one of the top five countries of instant noodle consumption. We will have a shop opening event in Bangkok next month, and I was genuinely thinking about what to bring as a souvenir for the staff there.
Here is the utterly anticlimactic punchline: I don’t think I can go with the idea, unfortunately, because instant noodles are bulky and take up too much space in my suitcase. (I suppose the grand logic of global consumption always loses to the tiny logic of carry-on baggage limits.)
Shungo Ijima
He is travelling around the world. His passion is to explain Japan to the world, from the unique viewpoint accumulated through his career: overseas posting, MBA holder, former official of the Ministry of Finance.