3 months ago
434
1
Posted On: July 22nd 2026, 04:35 pm
When your core audience is shrinking, how do you win a new one? 🍜
Reinvent the category.
That's what Master Kong did. China's leading noodle maker came to us as instant noodle sales were dropping. Together we discovered that people still wanted stove-free convenience, but they craved real, healthy noodle-shop quality.
Now, Master Kong has created a "fresh-brewed" category:
🥢 Irregular, dimensional noodles that stay springy using only hot water.
🥢 A vegetable packet reformulated with more premium whole ingredients.
🥢 A custom, heat-retaining lid that embeds real wooden chopsticks to elevate the eating ritual.
The new "Te Bie Te" line (meaning special) launched with over 100,000 bowls sold in just three days, topping the Douyin sales charts.
Reinvent the category.
That's what Master Kong did. China's leading noodle maker came to us as instant noodle sales were dropping. Together we discovered that people still wanted stove-free convenience, but they craved real, healthy noodle-shop quality.
Now, Master Kong has created a "fresh-brewed" category:
🥢 Irregular, dimensional noodles that stay springy using only hot water.
🥢 A vegetable packet reformulated with more premium whole ingredients.
🥢 A custom, heat-retaining lid that embeds real wooden chopsticks to elevate the eating ritual.
The new "Te Bie Te" line (meaning special) launched with over 100,000 bowls sold in just three days, topping the Douyin sales charts.
Comments (1)
3 months agogiri_sharma
Were there considerations around sustainability of the rubber lid? I assume these are single-use instant noodles, right?
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