“Midlife Crisis” of Instant Noodle

**By APD Writer Yang Siyao

**

Instant noodle is 59 years old this year. Life has been roses all the way since it was born in 1958. But now, it is suffering losses in China.

People in China once loved eating instant noodles. According to World Instant Noodles Association (WINA), China ate 40.4 billion packets of instant noodles in 2015. The demand for instant noodles in China accounts for half of that of the whole world, making China the world’s biggest consumer of instant noodles. The turnover of instant noodles in China has been increasing progressively over the years since the 1990s.

Many years ago, Chinese pupils would crowd convenience stores after school for packets of crispy instant noodles, in order to get the cards of characters in the famous novel Water Margin inside.

A few years later, Dama (Chinese elderly women) were seen eating instant noodles in front of Gucci flagship stores when they were on shopping sprees in Italy.

Even Chinese celebrities enjoy eating instant noodles. For example, Lang Ping, head coach of Chinese women’s national volleyball team, tried to relieve her pressure through eating instant noodle. Jack Ma, founder of Alibaba, ate instant noodles with his team in the early days in order to save time and cost. He even hired an employee who cooked instant noodles in 50 flavors. And one of the rewards for Ma Long and Zhang Jike, both Chinese table tennis players, after they had finished their matches at the Rio Olympic Games, was the instant noodle cooked by their coach Liu Guoliang.

Nevertheless, the glory of instant noodles has all gone. Chinese people are no longer crazy about instant noodles. The following reasons may give you some insights. Firstly, takeout has taken China by storm in recent years. Various delicious meals and fresh fruits on takeout menus are more attractive. Secondly, more and more convenience stores offer hot steamed stuffed buns, oden and other fresh foods. Last but not least, Chinese people are paying more attention to healthy diets than ever before, with the young post-90 generation beginning to look out for their health.

Post-90s begin to pay attention to their wellness. They are no longer addicted to cold drinks, but turning to boiled water.

(ASIA PACIFIC DAILY)