8. Cup Noodles Completed in a Dream?! Ando Momofuku's Innovation from Bankruptcy

Flow of Discussion

Ando Momofuku, the inventor of instant ramen, lost his parents in childhood and was raised by his grandparents.

In his early 20s, he succeeded in the textiles (meriyasu) business.

He also succeeded in various other businesses such as manufacturing slide projectors, charcoal, and barracks housing. However, he was suspected of tax evasion by the GHQ and became bankrupt when the bank he chaired failed.

Reminded of post-war scenes of people queuing for a bowl of ramen in Osaka, he was inspired by the Japanese love for noodles. He thought, "Without food, there can be no clothing, housing, art, or culture," and decided to start a business in his pre-50s.

After a year of early mornings to late nights in his shed, struggling with the balance between preservation and convenience of instant ramen, he witnessed his wife frying tempura. This observation led to the idea of flash-frying noodles, solving the preservation issue while ensuring convenience with the addition of hot water. This method is known as "instant hot water drying."

In 1958, "Chicken Ramen" was launched. Despite its high price compared to traditional udon, the novel product quickly became popular due to its quality and convenience.

Other factors contributing to its success included the timing with supermarkets establishing a mass distribution system for processed foods, effective television commercials, and a rising demand for convenience among the growing number of dual-income and nuclear families. The package’s mascot, "Hiyoko-chan," was redesigned in 2010, endearing it to consumers of all ages.

Viewer Letters and Reference Data

"Inbound Marketing 2024 Edition: How Foreigners Decide on Dining Establishments in Japan"

⁠https://pro.gnavi.co.jp/magazine/t_res/cat_3/a_4139/⁠

"Agricultural Cooperative Bank: Survey on Japan's 'Food' from the Perspective of Foreign Visitors"

⁠https://www.nochubank.or.jp/efforts/pdf/research_2023_01.pdf⁠

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