Expansion into International Markets

In the early 1970s, Nissin began exporting instant noodles globally. The products were an immediate success in countries like Hong Kong, Taiwan, Singapore and Malaysia due to their convenience and low price. In 1971, Nissin introduced Cup Noodles which could be prepared by just adding hot water to a Styrofoam cup containing noodles, flavoring and topping. Cup Noodles was particularly popular among American soldiers during the Vietnam War. Seeing this demand, Nissin started large-scale marketing of Cup Noodles in the US in 1973. This helped popularize instant noodles widely in North America.

Gradual Spread Across the World

Other Asian countries like South Korea, Thailand and Indonesia soon developed their own domestic Instant Noodles industries as well. Local players emerged with varied recipes customized for regional tastes. Multinational food companies also entered the fray. In the 1980s and 1990s, instant noodles spread rapidly in South America, Africa, Eastern Europe and other developing regions. Factors like ongoing globalization of trade, rising income levels in emerging markets and hectic modern lifestyles fueled further growth. Today, instant noodles have become a $52 billion global industry with over 120 billion packets consumed annually worldwide.

Varieties and Innovations

With increasing popularity, instant noodle producers diversified their product ranges. Along with the classic chicken and shrimp flavors, new tastes were added for local palates. Regional noodles incorporated influences from Italian, Mexican or Thai cuisines. Premium varieties offered healthier ingredients like whole grains or vegetables. Instant noodles were also enhanced from a nutritional perspective by fortifying them with micronutrients like iron, folic acid and vitamins. New preparation methods allowed for boiling noodles directly in soups or using electric water heaters for convenience.

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