The rise and rise of the instant noodle nation

The industry has been through some rough patches, but demand among the young suggests that it is in good health, Zhang Lei reports.

When COVID-19 was contained in May 2020 throughout China and life was returning to something like normal, instant snail noodles began to raise their head.

These pungent noodles from Liuzhou, Guangxi Zhuang autonomous region whose smell many find addictive, began to change Chinese views on traditional instant food.

People in their mid to late 30s are said to account for more than half the sales of the noodles. One of the top brands, Liziqi, sold 520,000 bags in just one day in May 2020, more than 10 times its average sales in a single month in 2019.