Nissin Noodles – The Instant Meal with a Lasting Legacy – Healthy Lunch ?



Vietnam boasts one of Asia's fastest-growing economies on their way to work many people in Ho Chi Minh City stopped for breakfast at a street stall like this one the owner prepares an order a pack of instant noodles it takes only three minutes to prepare the dish and it costs as little as a dollar fifty the instant meal is now a staple of the Vietnamese people Oh delicious it's very convenient and the noodles taste great Viet Nam's consumption of instant noodles tops 5 billion servings a year almost all instant booms are manufactured the same way 50 years since our company was founded we've been deep-frying or new heights call the fresh frying deep frying the noodles removes moisture for better preservation and reconstitution this innovative technique has transcended japan's borders to become a global standard today sales of instant noodles exceed 100 billion portions of year around the world it all started in 1958 with the introduction of the first instant noodles in Japan under the name chicken ramen the notion that noodles could be prepared by simply pouring hot water over them took everyone by surprise a new type of fast food was born little did the company know this simple product had marked the beginning of a lasting legacy the little company with a big idea was machine foods since then machine has continued developing new recipes and flavors one of its most distinctive products is cut noodles sold in more than 80 countries and territories they are the closest of fresh noodles instant noodles can get also Nishant went one step further taking instant noodles into space the company says it developed a suit that can be eaten in zero gravity now that the sky is literally no longer the limit how much further can instant noodles evolve kill Gallipolis ultimately we're trying to develop noodles that no longer require hot water of higher States any water will do that we're quite close to achieving this for fifty-five years we've been driving the technology behind instant noodles but I'd say we're only halfway there we still have a long way to go on this edition of jtech we uncover the secrets behind a technology that's turned a modest kitchen stable into the world's favorite comfort food hello and welcome to the program what is your favorite comfort food for millions of people around the world that would be instant noodles they're probably one of the first instant foods ever to be mass-produced when they were first introduced back in 1958 people were mesmerised by the fact that you could prepare a meal in just under three minutes by simply pouring hot water over some dried noodles they called them magic noodles chicken noodle soup was the first variety of instant noodles ever to be produced today 100 billion servings of instant noodles are consumed each year by people all around the world join me now as we discover the magic behind the product who invented instant noodles how they're made and how the first company to make them has turned this modest staple of the Japanese diet into a global phenomenon machine operates eight factories in Japan and 42 others across the world the company is Japan's number one instant noodle maker with a 50% market share in the country and a 15% share of the world market with global annual sales reaching 4.6 billion dollars greeting visitors at Nations headquarters in Tokyo is a statue of the company's founder Momofuku Ando the inventor of instant noodles and Oh was born in Taiwan in 1910 and raised by his grandparents at a time when the island was under Japanese rule a budding entrepreneur he started a clothing business at the age of 22 emboldened by his success he moved to Osaka in Japan and founded a trading company near the end of World War two Ando lost everything his company warehouse and personal belongings were all destroyed in the American fire bombings of Osaka hung there was a major problem in post-war Japan the sight of people scraping for food had a major impact on Ando's business philosophy and dictum element-wise I realized that food is the most important thing people can't survive without it predict the world is peaceful only when everyone has enough to eat everything starts with food and Oh result to change course and enter the food industry he set out to manufacture salt and nutritional products but this industry proved to be too competitive and Ando fell short of success somehow he managed to land as the chair of a credit union until 1957 when it went bankrupt once again at the age of 47 Ando found himself penniless refusing to give up he found inspiration in a scene he remembered in the streets of Osaka in the days after the war since a or among the ruins there was a noodle stand almost I thought wouldn't it be wonderful if whole families could have noodles whenever they needed Ando built a makeshift laboratory in his backyard this is where he started work on developing instant noodles he bought a used noodle making machine a Chinese wok some flour and cooking oil his idea was to produce a noodle dish that would be ready in minutes with just a little hot water day in and day out and dough locked himself up in that shed and worked at developing a method from scratch and Oh second son Koki is now CEO of machine foods Holdings he was only 10 years old at the time but he vividly remembers his father's obsession met him watched him all masa I'd go to sleep at night and when I'd wake up in the morning my father would still be holed up in the shed running he was obsessed with finding a way to make instant noodles amigo was it there he soaked them in soup but the noodles would break up and he'd start all over again sit there oldest gonna every day he'd be looking at this mountain of discarded noodles a much younger there he went on and aw can I move in I thought it was fun to watch our dad stubbornly pursuing this ideals within the rebuttal there are two conditions for noodles to be instant first all the moisture in them needs to be removed so they can be preserved secondly they have to reconstitute within a few minutes after dipping them in hot water Ando is stumped a determined to find a solution one day he stumbled upon an idea as he watched his wife Masako preparing dinner tempura is a Japanese dish of battered and deep fried vegetables and seafood the clue was in the batter template the Elana tempura batter contains a lot of moisture when you dip it in hot oil it immediately starts bubbling but the oil pushes out the water and the batter ends up crisp and full of holes on the busy our dough understood that it was the oil expelling the moisture from inside the ingredients that caused the little crispy bubbles to form in the cooked banner it was a kind of drying process he experimented with noodles the hot oil completely removed the moisture this is a cross-section of a fried and dried noodle the inside is porous herein lies the secret of the instant noodle when frying the noodle the moisture the dough is vaporized like the tempura tiny holes form in the number when hot waters poured over the noodles it penetrates the pores moistening the dry dough and giving back the noodles they're tender texture and that's how Momofuku Ando invented the flash frying method which would become feed the world over what Ando needed now was a seasoning convinced that the Asian taste of soy sauce wouldn't go over well with consumers in the West he decided on the universal appeal of chicken soup after one year of hard noodling in his backyard shed Ando created his first successful recipe in 1958 two minutes after pouring hot water over the noodles he removed the lid and voila tasty hot noodles ready to eat ando called his recipe chicken ramen priced and 10 cents convinced he was sitting on a pot of a gold unto approached several wholesalers but the encounters fell short of his expectations the wholesalers thought 10 cents was too expensive after all it was six times the price of a standard serving of fresh noodles so Ando tried to drum up interest by organizing tasting events across the city consumers were convinced and bought the samples within a year Ando built his first factory and started producing a hundred thousand packs a day in the early 60s Japan's economy was starting the boom sales of instant chicken ramen noodles soared with the advent of this TV commercial today chicken ramen is still a popular item and supermarkets throughout the country at this store they sell for about a dollar a pack on this day a promotional campaign is being held chicken ramen is a hit especially with the kids this couple enjoys the noodles as much today is when chicken ramen first went on sale 55 years ago and miss this taste for the night and I have this trademark I've been eating this since I was a child chicken ramen is a favorite among people of all ages in 1971 nation foods took its innovative prowess to the next level and created cup noodles instant noodles in a polystyrene cup the idea sprouted in an those mind in 1966 while on a promotional trip to the United States if noodles could be eaten anywhere anytime you needed readily available balls called dong booty in Japan but bowls full of soup aren't so practical to carry around and Oh found that in the United States people were putting instant noodles in a cup he realized that if his products were going to appeal to people in the West this is how they had to be served so lo can you on a Mussolini at the time we were thinking of selling our noodles in a bowl oh so you um look if I'd been the president then Moshe I would have launched it under the name chicken ramen dumb booty Tora so you Shalini yes Lee but our founder saw things differently he thought eating noodles in a bowl was unstylish today mo he wanted a vertical cut that would allow people to eat even while walking if they wanted to that's how the first cup noodles came to be five years after onto his fateful trip to the United States machines started making cup noodles with a target production of two hundred thousand servings per day Ando had cleverly figured out not only how to put the flavor into the noodles but also how to put the noodles into a cup a cross section shows the noodles wedged in the central part of the cup this contributes to making the cops stronger for shipping and room for the noodles to expand evenly when hot water is poured in it's a simple idea but it wasn't so easy to achieve Manufacturing equipment at the time was clumsy in placing the dried noodles neatly inside the cup Ando turned the problem on its head and devised a way of grabbing the cup around the noodles with a little thinking outside the box mass production of cup noodles became a reality lesions consumer target was young adults the company organized tasting events in the heart of Tokyo's fashion district Ginza its strategy of marketing cup noodles as a mobile meal made instant noodles an instant hit with street sales topping 20 thousand servings a day then in February 1972 metion received an unexpected endorsement that would further galvanize the product brand during a hostage crisis in the mountains of Nagano photos in a popular magazine showed policemen clutching Cup medals to stay warm the images triggered a frenzy for cup noodles nousheen inaugurated its first overseas Factory in the United States in 1973 more factories soon followed in Brazil Singapore Hong Kong and India today cup noodles are available in 80 countries and territories the city of Yokohama south of Tokyo is home to the cup noodles museum here visitors can experience firsthand how instant noodles are made morning rice on good morning come to the cup noodle you thank you so much thank you for having us over today it's wonderful you know this is it's such a wonderful space many families had taken advantage of the summer holidays to try their hand at making their own flash fried instant chicken ramen from Watson we have hot handle workshop in this hurry I think I yeah I know I'm just four here step number one is preparing the dough all that's needed no pun here is flour water oil seasoning and a little elbow grease the dough is then placed in a noodle maker that flattens it evenly in cuts it into thin strips my very first ramen movies I really enjoy the texture of the noodle of the very of the fresh noodle that we're making here and it's really appetizing actually I'm getting hungry the noodles are then steamed and seasoned some more before the final step flash frying now the noodles are being put in a hot oil and up the oil is at what temperature 160 degree and they will stay in the oil for how long that's all the chase and so the water is being expelled all than any and the cooking process here so moisture level goes down yeah so that's the saw the nose right there drawing it so the flash drying process that we're seeing here yes so that's that core technique mishandle developed more than half a century a 90-second dip in the hot oil and we're ready to celebrate the birth of JTACs first batch of instant noodles although the technology behind instant noodles is relatively low-tech manufacturing methods are evolving for one good reason to appeal to the specific tastes of consumers around the world most people enjoy the taste of chicken soup but not everyone likes the taste of soy sauce a noodle isn't just a noodle anymore the commercial success of instant noodles depends more and more on the axiom think global act local engineers at niching are pioneering the development of new varieties of noodle soup to satisfy the demands of consumers the world over the company's product development teams are taking into account the local tastes of people from different cultures Kogi Ando is the CEO of machine food Holdings he's the person who masterminded the company's expansion into overseas markets it all began in the United States in 1972 his father company founder Momofuku Ando instructed him to devise a strategy that would turn cut nickels into a global product at the time machines computers only came in varieties devised for the Japanese palate all medical gin your mother smoked nowadays soy sauce is widely used in the United States show you what you did but at the time our varieties of pork baby shrimp and soy but didn't appeal to American consumers walk away harmless skinless they prefer the taste of chicken soup with the gray Bologna so nice Sheen created a product that tasted like chicken soup either way no machine added more varieties of cup noodles specifically tailored to the taste of American consumers including beef shrimp and soy in a chicken based broth the products sold under the brand cup o noodles one day Wow at first we intended to promote the same varieties we were selling in Japan but every country has its preferences when it comes to taste evil was trying to force our way into the market with our japanese-style soy sauce noodles would have taken too much time that's why we aimed for a homemade kind of taste that was clearly lay our best option machines global strategy is to develop flavors matched to the culinary cultures of each country for example this variety of instant chicken noodle soup sold in Brazil has extra salt these noodles sold in the United States are shortened so that they can be eaten with a spoon designing these products takes years of careful marketing research many factors must be considered including taste texture and the temperature of the broth for example Japanese people like their noodle soup at around 90 degrees Celsius in China it's closer to 95 while Europeans prefer their soup just below 80 degrees nation currently operates 50 product development and manufacturing plants in 17 countries Engineers of those plants have developed 1200 different varieties of instant noodles that are sold worldwide coca-cola mucuna like coca-cola or McDonald's we would like to bring the same kind of taste to people all around the world but our products depend a lot on the local culinary cultures in many cases we're talking about traditions that evolved over a thousand years so we can't just market our noodles under the Japanese bander Nishan is now focusing its attention on the booming market of Vietnam the Vietnamese are among the biggest consumers of noodles on the planet one of their favorite staples is a soup called full which is made with rice noodles it's such an important part of their daily lives many eat it for breakfast lunch and dinner instant noodles are also popular they're sold at food stalls for slightly less than the cost of a bowl of pho I just love it and say I eat them for breakfast on average Vietnamese people eat instant noodles fifty seven times a year or nearly five times a month more than 300 varieties of instant noodles are available at markets for about 19 cents per serving a growing number of households now depend on instant noodles I have this family for instance helaena okay this is going to be your breakfast again every morning mother prepares instant noodles for her two children yummy drama t2e is a working single mom she says instant noodles are a precious commodity for raising her young children yeah I don't know are you gonna glove it the cheap and easy to eat yelling holy lamb again and they allow me to get to work on time neasha entered the Vietnamese market in 2012 it inaugurated a state-of-the-art factory and a product development unit just one hour away from Ho Chi Minh City the first products to roll out of the plant went on sale in July 2012 they are shrimp and chicken varieties with the Nishi name big and bold on the package to distinguish it from other brands a pack of these noodles costs 25 cents slightly more than the competition leashing believes the better quality of its noodles deserves the higher price tag but to appeal to the discerning consumer machines developing varieties of instant noodles that are not found on the Vietnamese market that's where the company's decades-long experience comes in this subsidiary of machine based in Ho Chi Minh City employs 100 people 60 year-old Takeshi Kurata is both the company's president and the man in charge of product development habits gonna be showing you the market here is overrun with so many products there's too much competition so we felt we had to be different and create a new market we aimed at developing a product that would drive demand for our noodles Vietnam boasts the world's fourth largest market for instant noodles five billion servings are consumed every year across the country the top maker with a 58 percent market share is another Japanese manufacturer that has been operating in Vietnam since 1993 in order to secure a foothold in this highly competitive environment machine scented sites on a fast developing segment of the Vietnamese market for more nutritionally balanced food products people in Vietnam are growing more health-conscious a sure sign are the long queues at exercise machines in city parks look I'm exercising my legs because I want to get in better shape but I'm also very careful with what I eat to stay in good health v fawn is a domestic instant noodle producer founded 50 years ago in this factory the company uses the same flash frying method developed by Momofuku Ando in 1958 most of the instant noodles sold in Vietnam are made this way but the noodles contain a lot of oil which may not be considered healthy so Meecham decided to develop a product that contains less oil than flash fried noodles the flash frying technique is effective for removing moisture but the noodles absorb a lot of oil non fried noodles on the other hand are drive more slowly using hot air instead of hot oil but instant noodles wouldn't taste right without the oil so he dota in his team had to be clever quiet I can't tell you exactly how it's done because it's a corporate secret but somewhere between cutting the noodles and drying them we spray them with a fine mist of oil spraying a small amount of oil helps to preserve the full flavor of fragments now this decimally the great majority of people in Vietnam are used to fried noodles our product is non fried but if we don't bring the taste close enough to fried noodles consumers won't buy it that's why we added the mist air drying process Kyoto had yet another challenge to overcome the Vietnamese are fussy with their noodles the texture has to be just right not too soft not too firm people here have a word for that come with me guys oh yeah oh yeah Majorca my yang yang diddle I ask people about the exact meaning of I and I understood that it's a reference to the elastic texture of the noodles but I realized that we needed to get this right for Vietnamese consumers the noodles have to stretch like gum but be easy to chew this is different from Japanese noodles in their efforts to satisfy consumers Kuroda and his team had to come up with an entirely new kind of noodle they began by examining the combination of ingredients in the flour flour contains 6 to 15% protein that protein is mostly composed of glutenin and gliadin glutenin is elastic but firm and doesn't stretch very well the properties of gliadin on the other hand are the exact opposite when water is added to the flour to make the dough glutenin and gliadin combine to form gluten the gluten is what gives the dough the right combination of elasticity and firmness Kadota steam created a new recipe for the dough by adjusting the amounts of glutenin and gliadin we decided to examine the properties of these special noodles on the left is a pack of chicken ramen noodles sold in Japan on the right shrimp noodles for the Vietnamese market the noodles are tested for their elasticity we start with a standard Japanese noodle it stretches 23 millimeters before breaking here's the same test using a Vietnamese noodle it stretches beyond 23 millimeters and snaps at the 46 millimeter mark that's double the elasticity of the Japanese noodle Vietnamese noodles have to be that more elastic to be endorsed as Yong months after the project was launched the team delivered its new recipe for instant noodles but you're they're different from Japanese noodles I can really feel the high factor nokton Kuroda needed to work out one more factor in his local strategy the seasoning we can't afford under any circumstances to be out of step with the kind of flavors Vietnamese people are used to a heavy figure in his quest for Viet Nam's home-cooked flavors he don't have asked his staff to take him to some of the most popular eateries around town this establishment serves a highly sought-after soup made with chicken bones he don't own has ordered a bowl he finds it very different from Japanese recipes but with AMA it tastes sweet maybe just a touch but it's not that sweet the distinctive flavors and aromas of Vietnamese style soups come from adding herbs and sugar these herbs are not used in Japanese style instant noodles quinoa now the question is what kind of herbs are the best match for chicken soup and in what quantities figuring out this balance was another challenge to solve this puzzle hero to decides to sample different herbs and seek the expert opinion of the women on his staff who have a nose for a good tasting soup he wrote appoints glow-on to lead the development team no one has chosen one specific herb for the broth I dr. Hammond me in any chicken soup in Vietnam you will always find out on Raw ROM is a type of coriander with a unique flavor and spiciness the Vietnamese love it low on recommends that it be used to make machines new instant noodle soup aroma is very important in Vietnam I thought if we managed to make a package that when you open it fills a room with a wonderful aroma people would appreciate it the result is a variety of instant noodle soup unmatched in the industry lisheen has succeeded in developing a product that appeals to the Vietnamese people the next step is to put the noodles on the market everyone come over here please try out machines non fried noodles everyday machine holds tasting events at markets throughout oh gee Minh City consumers are still unfamiliar with the brand so he dota and his team are anxious to see how they'll react to the products yeah and the soup is just right samples of the new instant noodles are passed out to shop attendants it's great the soup is thick and the noodles are just right the tasting events are promising some people even fill their bags with packages of instant noodles but others aren't familiar with the concept of non fried products I'm fried noodles thank you yes that's right you wanna I think I'll pass Beijing's efforts to enter the Vietnamese market seem to have paid off but the company is determined to continue developing its presence in this booming economy I'm proud that we've managed to deliver a product that didn't exist in this country until now if we continue pushing forward in this way I think people in Vietnam will come to adopt our noodles the practice of conducting business according to both local and global considerations is called globalization and the people at leegime are keen believers in the concept though noodle soup is a universal dish it's taste is not it must be adapted to the needs of the local people but tastes evolve too more and more people are taking a liking to tastes that are not native to their own culture for instance you don't have to be tied to enjoy Thai cuisine nor does an Indonesian need to be Italian to like Italian food so Mission believes that Japanese people who are very particular about their food can acquire a taste for a noodle that was developed in Vietnam the keys are freshness and nutritious nests if the company can get the taste and nutritional value of instant noodles as close as possible to those of the fresh variety it will have beaten the competition July 2013 nation holds a promotional event in Tokyo we'll invite over the past 55 years we've made great leaps in instant noodle technology particularly in the field of non fried products we've come very close to replicating the taste and texture of fresh noodles machine unveils its latest variety of non fried instant noodles developed for Japanese consumers they're sold under the name Raoul meaning king of noodles samples of the product are distributed to the attendants when you're in suits the texture is very smooth and firm it doesn't taste like instant noodles the concept of the Raoh line of products is to deliver a taste similar to noodles sold at restaurants you want to look at Japanese consumers are extremely demanding when it comes to noodles image there are countless restaurants across every city and competition is tough for you to see but some restaurants manage to attract a huge number of customers for us it's extremely important to aim at developing a taste as close as possible to what these restaurants serve with the citizen we believe that if we succeed we might be able to capture these customers to better understand the technology behind machines latest product we filmed the cooking process under a microscope this is a cross-section of a noodle when hot water is poured over it the outer layer becomes soft while the core remains firm you raoul noodles are composed of three layers the composition of the flour used for the two outer layers is different from that in the central layer the aim is to create different textures the central layer is chewy while the outer layers are silky this level of complexity had never been achieved before in instant noodles Shibuya station is one of Tokyo's busiest transport hubs with 820,000 commuters passing through it each day on the platform is a noodle restaurant that serves as a marketing outlet furnishing products on this day the restaurant is serving raw mass swiftly to rato for 250 here you are me she hopes happy clients will share their impressions online yes I was really surprised the noodles taste just like the ones at a regular ramen shop there's not so much of a difference with fresh noodles I've been eating instant noodles since I was a kid the evolution is amazing machine has succeeded in carving out a whole new playing field in the market for instant noodles now with its latest triple layered Raul brand it's ready to take yet another leap forward call shushing bowls house we are working at adding different nutrients to the central layer that would make our noodles healthier this idea of turning noodles into a vehicle for highly nutritious food is a totally new concept for 55 years we've been driving the technology behind instant noodles you will get there but I'd say we're only halfway there in the way we still have a long way to go I'd be very curious to see how the technology involved in making instant noodles will have evolved in 50 years from now what is certain is that no matter how sophisticated it will have become instant noodles will have to taste as good as mom's homemade noodle soup thanks for watching and I'll see you on our next episode of jtech good bye you

27 Comments

  1. One of the most brilliant inventions.

  2. My wife has a sweet tooth, I have a ramen tooth. Its my guilty pleasure i always make them different, but they give me the runs really bad.

  3. 27:20 and I'm triggered that he miss pronounced pho

  4. Nissin has funny commercials too

  5. Who's eating ramen while watching?

  6. where my boy Noctis at?

  7. The narrator is saying “pho” incorrectly

  8. I love instant noodles. When I was little I took them for granted and complained about having nothing else. As an adult instant noodles are a product I can lean on, no matter how broke I get as long as instant noodles exist I can eat. I got sick and lost my job, had to wait 30 days to get rehired. Dollar General in Ohio sells Top Ramen 5 packs for 1$, so for 10$ I got 50 servings of ramen and was able to save money until I got my job back. Everyone should have a few cases of ramen on backup for when time gets rough. You can easily put a spin on your ramen by adding cheese, tuna, or salsa and your favorite spice (I like lemon lepper) ramen is great as is and a great base to make something tastier for cheap!

  9. Is it possible to make instant ramen in a off-grid survival homestead?

  10. Ironically Momofuku Ando is Han Chinese by ethnicity. But then again, so were many southern Japanese.

  11. 27:00 its fuh

  12. My favorite comfort food is ramen slurp oof oof oof

  13. almost every college students best friend

  14. Different 'erbs

  15. Hola

  16. Great video,just ate some Nissin Shrimp flavor in Texas,US.A.,God bless !!!!!

  17. I just watched a 49 minute documentary about ramen noodles. What am I doing with my life?

  18. I’m white. We add nothing to it

  19. 27:33 that lady in the background LolxD

  20. I would not be able to survive for so long without you. :'(

    Thank you, Nissin. :')

  21. Can anything be more versatile than cup o noodles? Add what you like. No self respecting American college student would go through college without consuming massive amounts of ramen noodles.

  22. As someone who once went homeless these noodles saved my life more than once.

  23. So much sodium intake..

  24. I understand the words

  25. I’m Vietnamese so I know this

  26. If Nissin could give me a product that I would only need normal water to prepare, no gas or electricity needed to heat the water, I would be delighted because I don't have much time to cook nor I like high gas and electricity bill. I use Nissin noodles products every single day. It's fast and easy to prepare. It fits my hectic life schedule very well. Please launch your latest Nissin products in India, I love Nissin.

  27. Americans fire bombed Japan coz they bombed Pearl Harbour first….duh!

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