How does Instant Noodle Consumption evolve with Social and Economic Changes in Society

The consumption of instant noodles is now widespread everywhere in the world as is the case with other types of fast food. They offer a fast and cheap means to a meal, and the flavours and varieties have involved enormously over the years. Indeed the Japanese themselves regard the instant noodles as their most important invention ever. Using Hong Kong as an example, this paper will look at the reasons why instant noodle has become so popular and whether there are any marketing lessons to be learnt.

Introduction

Noodles can be regarded as the second staple after rice in Asian countries. The great thing about noodles is that they can be prepared in various combinations; with sauces, in soup, fried, with all kinds of meat, seafood and vegetables. When compared to rice, noodle meals are cheaper and more convenient. A great deal of time can be saved in the preparing, consuming and dish washing processes. Therefore, despite it ancient origins, it is highly suited to the fast beat of modern society.

Hong Kong is well known for its variety of cuisines and delicacies. Noodles are still very popular and serve as a daily meal for many, especially the working class. The noodle shop nowadays originated from the Dai Pai Dong noodle stall in the 1960's. At that time, the economy in Hong Kong was based very much on manufacturing industry. The factory workers either brought their lunch box or went to the Dai Pai Dong for a bowl of wonton noodle for their lunch. There were also many street hawkers who earned a living by using a cart to sell noodles with assorted toppings to serve the needs of pedestrians. In the early 1970's, immigration of people from different regions of the Mainland China encouraged the emergence of different varieties of noodle, soup and ingredients. These types of noodle shops were welcomed by the Hong Kong public.

The popularity of Japanese culture in the 80's bring Japanese noodles to HK

Hong Kong has always been heavily influenced by Japanese culture. It starts at a young age in Hong Kong where children are deluged with loads of Japanese cartoons and dramas. They become infatuated with characters such as Hello Kitty, Pokemon, Ultraman, Gozilla and Dragonball Z. Generally, all things Japanese are considered to be fashionable and sophisticated whereas Chinese culture is considered to be boring and staid. From the 1980's onward, many Japanese Department Stores set up operations in Hong Kong. They flourished at the expense of local department stores that were considered to be rather bland. They brought in the concept of food courts located inside a department store, which shoppers found convenient. Japanese food like sushi and noodles were the major fast food introduced in the food courts. Due to curiosity and adventurous nature of Hong Kong people towards different cultures and foods, it did not take long before Japanese noodles like udon, ramen, became well accepted in the Hong Kong marketplace.

Competitive Edge of Japanese over Chinese Noodle Shops

The traditional Chinese noodle stalls in Hong Kong has changed little over half a century. Like many traditional Chinese businesses, these were usually run by a family, (typically the father acts as the cook and master, the mother the cashier, and their children as waiters/ waitresses). Although the management of these stalls can be very flexible, they lack of control on the quality of food and customer service. Moreover, they do little to promote their shop image. The staff seldom wears uniform, and little attention is paid to food hygiene and the shop interior. Some stalls have pets strolling around and some don't even have air conditioning. Usually the menu is only in Chinese language, which is placed either under the greasy table glass top or pasted along the walls.

The target customers are usually people in their neighborhood and the business relied mainly on the low price strategies, or by word of mouth. The way in which the noodle is cooked is the crucial factor on getting return business. However, since the current generations of young people nowadays are able to receive higher education, they will not be eager to inherit their father's business. Given that running a noodle stall is not considered as a particular prestigious and well-paid job. Therefore when the master retires, he must pass on his technique to someone outside the family. It is a customary practice though for Chinese chefs not to pass on everything. Therefore, there is bound to be changes to the quality of the food once the business has changed hands.

The Japanese noodle shops on the other hand are better organized. In the shop front, there is usually a display window showing wax models of different set meals. The wax models can imitate the food so successfully that it provides a mouth-watering image to the passerby. When one walks into the shop, he will be greeted politely by trained waitresses either wearing apron or some sort of uniform. The shop interior is carefully design to reflect Japanese culture and is always clean and hygienic. The menu is supplemented by some very attractive photographs. So that customer can be assured what they order will match their expectations, even if they cannot read the menu correctly.

As the living standard of people in Hong Kong improves, their requirement on food is no longer just to fill the stomach. The target customers of Japanese noodles are usually the young generation and office workers. They are less price conscious and are willing to pay more for better food quality, service and eating environment. Although a bowl of noodle sold in a Japanese noodle shop could be at least three times higher than those sold in a Chinese noodle stall, many people still think that it is worth the money.