Can you believe it? Vietnam, the land of pho, bun, banh mi, and nem, is also where people consume instant noodles to the extent that it ranks number one in the world for per capita consumption. That's right. According to the latest data I found in 2023, each Vietnamese person consumes an average of 81 packets of instant noodles in a year, which means every 4-5 days, they slurp down a bowl of noodles.
Some sources indicate that the average number goes up to 85 packets a year. But whatever the number, it still ranks first in the world. But why are we so addicted to instant noodles? And a question that many people surely wonder is why are they called instant noodles when there are no shrimp in them?
First, to visualize the addiction of Vietnamese people to instant noodles, I will present a few numbers. According to the World Instant Noodle Association in 2023, Vietnam consumes about 8.1 billion packets of instant noodles, ranking fourth in the world in total consumption after China. China consumes 42.2 billion packets, Indonesia 14.5 billion packets, and India 8.7 billion packets. The other three countries have a much larger population than Vietnam. As for China, it has a massive population of over 1.4 billion people. With such a large population, if each person eats just a few packets of noodles a month, it is enough to create a staggering number.
But it's not just because of the population; instant noodles also match the culinary culture of China. The Chinese have long been fond of noodle dishes such as Lanzhou beef noodles, wonton noodles, and stir-fried noodles. Noodles are a symbol of longevity in Chinese culture, and instant noodles, with their convenience, have become a modern version of traditional noodles. The Chinese enjoy the flavor of beef noodle soup with rich five-spice seasoning, fragrant in the essence of their culinary tradition.
Secondly, there is Indonesia. Indonesia consumes 14.5 billion packets of noodles. Indonesia is the most populous country in Southeast Asia. It won't be long before their population reaches 300 million people. This is the homeland of Indomie, the globally famous instant noodle brand that is also loved by Vietnamese people. Indonesia has a distinctive type of instant noodle called migoreng, which is dry noodles, not soup noodles like in Vietnam or China. These noodles are usually mixed with sweet, spicy seasonings, shallot oil, and sometimes eggs, vegetables, or meat. This way of eating is very suitable for the Indonesian palate, which enjoys rich and spicy dishes. These noodles have become a cultural symbol not only in Indonesia but also exported to over 80 countries, including Vietnam.
India is the third-largest consumer of instant noodles in the world, with 8.7 billion packets. This is also easy to understand because it is currently the most populous country in the world, even more populous than China. Instant noodles in India, especially the Maggi brand from Nestlé, have become a part of the culinary culture. Maggi is not just instant noodles; it is also a part of Indian life. Indians call Maggi "two-minute noodles," and it is so popular that it appears in every meal, from students' breakfasts to office workers' lunches and late-night snacks. Maggi has a masala flavor, a distinctive Indian spice blend that suits this market, with a spicy kick and the aroma of curry, ginger, and fennel.
If we calculate per capita, Vietnam is the champion of instant noodle consumption, with 81 packets per person per year. Compared to countries like China, India, and Indonesia, it is higher. Compared to South Korea, which is famous for its noodles, especially spicy noodles, South Korea only has 73 packets per person per year, and Thailand also falls far behind. What does this mean? It means that Vietnamese people eat instant noodles more than countries that are known for their noodles.
So what makes instant noodles a great love for Vietnamese people?
In my opinion, there are several main reasons. First, in terms of price, instant noodles are always associated with something cheap and convenient. The price of a packet of noodles is usually around 5,000 VND, which is just a bit more than a glass of iced tea. With that amount of money, you can have a hot, fragrant meal ready in just 3 to 5 minutes. All you need is a pot, some boiling water, tear open the noodle packet, add the seasoning, wait a bit, and it's done. For students, workers, or busy people, instant noodles are truly a lifesaver in times of hunger. I remember when I was in college, during those late nights studying for exams, when my stomach was growling, having a packet of instant noodles was priceless. I just had to run down to the dorm canteen to buy a packet of noodles, and sometimes add an egg. That was a delicious meal, enough to keep me going until morning. Not only students but also workers, drivers, and office people love instant noodles for their convenience.
Instant noodles are also available everywhere. From tiny grocery stores in rural areas to large supermarkets or on e-commerce platforms, you can buy instant noodles. In general, buying instant noodles is very easy; every store sells them. It is almost a minimum item to sell. Travelers carry instant noodles in their backpacks. International students stuff instant noodles into their suitcases. Many times when on business trips, I also bring instant noodles, and housewives stock up on boxes of noodles in the kitchen. Even in relief efforts, instant noodles are bought to distribute. Instant noodles truly dominate in terms of popularity.
Besides being cheap and accessible, the second reason is that the flavor of Vietnamese instant noodles is just right.
Major noodle brands not only produce noodles but also conduct thorough research to create packets that suit the taste of Vietnamese people. For example, Hảo Hảo noodles, sour and spicy shrimp noodles, are a national dish that everyone has surely eaten at least once in their life. It has a sour, spicy, and savory flavor that Vietnamese people love, combining broth flavors from the North to the South. Vietnamese noodle companies are also constantly innovating. Thai hot pot noodles, crab noodle soup, fried chicken noodles, or even healthy flavors, low in salt and high in fiber. These flavors are not only delicious but also evoke the culinary memories of Vietnamese people. And the feeling of eating instant noodles is also familiar, like something cooked on the street. Instant noodles in Vietnam are not just food; they are also a part of the culture and memories.
In dormitories, instant noodles are the best friend of students. Group study sessions late into the night or sleepless nights studying for exams, just one packet of instant noodles is enough to keep fighting. Then people also create various styles of instant noodles, stir-fried noodles with sausages, mixed noodles with eggs, etc. Instant noodles are also very popular in drinking establishments. Stir-fried noodles and hot pot definitely have to include instant noodles. So it’s no surprise that the instant noodle market in Vietnam is super vibrant, with over 50 companies competing, from domestic giants like ACook, Masan, Uniband to international brands.
This competition forces companies to continuously innovate. They launch products ranging from budget to premium. For example, cup noodles in beautiful cups and boxes, non-fried noodles, or nutrient-enriched noodles. Some companies even make fancy noodles priced from several tens of thousands of VND to even hundreds of thousands of VND, served with real beef and real shrimp. Now comes the part that many of you might be waiting for.
Why do we still call it instant noodles even though there are no shrimp in the noodle packet?
To find shrimp, you have to watch advertisements on TV. To answer this question, we need to go back in history to understand the origin of instant noodles and how they appeared in Vietnam. Instant noodles, to be precise, are instant noodles invented by Ando, the founder of Nissin in Japan in 1958. The first product was called Chicken Ramen, a type of instant chicken noodle. Mr. Ando came up with this idea after seeing long lines of Japanese people waiting to buy hot noodles. During difficult times, he wanted to create a cheap, delicious, easy-to-make dish to help people fill their stomachs. And thus, instant noodles first appeared in Japan.
In Vietnam, they appeared in the 1970s but only became truly popular in the 1980s and 1990s after the renovation period. Brands like Miliket, which prominently featured a shrimp image on the packaging, became symbols of that era. At that time, it was considered a luxurious food because not everyone could afford to buy it regularly, and even sick people were given instant noodles to nourish them, not just for hunger as it is now. And the name instant noodles actually originated from this.
It originated from how Vietnamese people referred to this noodle dish when it first arrived. At that time, the noodles were advertised with the image of a shrimp on the packaging or had a shrimp-flavored seasoning packet to create a distinctive sweet flavor. Shrimp in Vietnamese culinary culture is a premium ingredient that evokes deliciousness and appeal. Therefore, Vietnamese people collectively refer to instant noodles as "instant shrimp noodles" to denote noodles with shrimp flavor or related to shrimp. In reality, there are no real shrimp in the noodle packet, only artificial shrimp flavor. Some types add tiny dried shrimp toppings, but they are just ground shrimp pressed into a ball form.
Nevertheless, the name instant noodles has become so ingrained in Vietnamese culture that now any type of instant noodle, whether chicken, beef, or Thai hot pot flavor, is called instant noodles. Just like motorcycles in the South are commonly referred to as Honda. And when talking about instant noodles in Vietnam, one must mention the Miliket brand. The brand associated with the image of a shrimp on the yellow packaging, which is still humorously referred to by the youth as "cement bag." Established in the 1970s, Miliket is one of the first types of noodles in Vietnam, and during the subsidy period, it was a luxurious food. A packet of noodles at that time was as precious as a gift often given during Tet or weddings or other more extravagant occasions.
Thus, instant noodles are not just a dish but also a part of the culture, memories, and pride of Vietnamese people. We consume instant noodles at the top of the world because they are cheap, delicious, convenient, and suit our taste. The name instant noodles, even without real shrimp, carries an interesting historical and cultural story. From the packets of noodles during the subsidy period to the packets of noodles today, instant noodles have accompanied many generations of Vietnamese people from dormitories to drinking establishments, from rural areas to cities, from ordinary people to the elite; everyone has eaten instant noodles.