Thailand's "Tom Yum Kung" instant noodles export surges: spicy and sour flavors become a global hit
In recent years, the global instant noodle market has continued to heat up, and Thailand's "Tom Yum Kung" flavored instant noodles have become a new favorite in the international market with its unique and sour taste. The latest data shows that in the past 10 days, the export volume of this product has surged year-on-year, especially in Europe, the United States and East Asia. This article will combine structured data to analyze the reasons and trends behind this phenomenon.
1. Export data surge: Tom Yum Kung instant noodles become a hot topic in the world
According to the latest statistics from the Ministry of Commerce of Thailand, since the fourth quarter of 2023, the export volume of "Tom Yum Kung" flavored instant noodles has increased by more than 40% year-on-year, of which the export volume in the past 10 days has hit a record high. The following are the specific data:
| area | Export volume (10,000 boxes) | Year-on-year growth rate |
|---|---|---|
| Europe | 120 | 45% |
| North America | 95 | 38% |
| East Asia (including China, Japan, South Korea) | 150 | 52% |
| Other Southeast Asia | 80 | 30% |
2. Why are spicy and sour flavors popular all over the world?
The popularity of Tom Yum Kung instant noodles is not accidental, and there are multiple factors behind it:
1.Taste differentiation: Unlike the salty or spicy flavors of traditional instant noodles, Tom Yum Gong's sour taste is distinctive and caters to young consumers' pursuit of novel experiences.
2.Health trend: Thai manufacturers emphasize that the use of natural spices (such as lemongrass, southern ginger) for the products, reducing artificial additives, which is in line with the preferences of European and American markets for clean labels.
3.Social media boost: The number of views of the topic "#ThaiTomYum" on TikTok has exceeded 300 million times, and Internet celebrity bloggers have further expanded their influence through creative ways of eating (such as adding cheese and seafood).
3. Consumer portrait: Who is buying Tom Yum Kung instant noodles?
| Age group | Percentage | Top 3 consumption motivations |
|---|---|---|
| 18-25 years old | 42% | Try something, social sharing, convenient late night |
| 26-35 years old | 35% | Replace meals, miss the taste of travel, overtime food |
| Over 36 years old | twenty three% | Family reserves, Southeast Asian cuisine enthusiasts |
4. Corporate News: Giants accelerate their layout
Faced with market demand, the two major instant noodles manufacturers in Thailand have adopted active strategies:
-MAMA Card: Launched the "Tom Yum Kung Volcano Edition" (spicy upgrade), and signed international movie stars to endorse, with advertisements covering 15 countries.
-Wai Wai Brand: Cooperating with 7-Eleven to provide limited cup noodle sales in Japanese and Korean convenience stores in a single week exceeded 500,000 cups.
5. Future trend forecast
Industry insiders pointed out that the craze for Tom Yum Kung instant noodles will continue:
1.Category expansion: It is expected that Tom Yum Kung flavored potato chips, biscuits and other derivatives will be launched in 2024.
2.Regional Deepening: Emerging markets such as Eastern Europe and the Middle East have become the focus of development in the next stage.
3.Localization improvement: Adjust the spicyness for different regions (such as the European version reduces acidity, and the Chinese version increases numbness).
This global food storm caused by spicy and sour tastes not only demonstrates the strong penetration of Thailand's food culture, but also reveals consumers' dual pursuit of "sensory stimulation + convenient experience" in the post-epidemic era. With the improvement of the supply chain, Tom Yum Kung flavor may become another phenomenal Asian food symbol after Sinra noodles.
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