Eastern influences
Deanfa Ji Mian, Japanese-style Curry Noodles
China’s middle-class consumers—or “Mintropolitans” according to Mintel research—are seeking flavours from more exotic countries like South Korea, Japan and Thailand, as well as from the West.
There is an opportunity for international instant noodle manufacturers to target this cohort within the Chinese market. Deanfa Ji Mian’s range, for example, is made in a Japanese-style and contains unique chewy Qian Ye tofu.