Campaign details

Brand: Master Kong
Brand owner: Ting Hsin International Group
Lead agency: BBDO China
Country: China
Industries: Convenience, readymade
Media channels: Content marketing, Events & experiential, Social media, Sponsorship - media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

The instant noodles category had been on a long-term downward trajectory with annual sales dropping by as much as 17% as consumers looked for healthier snacking alternatives.

Master Kong, the largest player in China’s instant noodles market, needed to find a way to grow – albeit without any significant product innovations to help it address barriers to consumption.

The opportunity found by the team to grow the instant noodles brand lay in an unexpected area: travel tourism. Every year, 130 million Chinese travel overseas as tourists. A closer inspection of their travel habits revealed that 31% of Chinese tourists – even as they sample the foreign cuisine of their host countries – would still eat instant noodles they brought with them from China because they miss/crave Chinese flavours.