What are the most popular instant noodle brands in Southeast Asia?

A closeup of a noodles dish. Photo by Unsplash/Mario Verduzco

Indomie (Indonesia)

Indomie, produced by Indonesia’s Indofood, is renowned for being the generic term for instant noodles in Indonesia, the world’s second largest instant noodles market behind China. It reportedly holds more than 70% of Indonesia’s noodles market share, according to The Financial Review.

It is also an iconic global instant noodle brand, with exports to over 100 countries and boasts annual production exceeding 19 billion packs.

Indofood, founded in 1982, operates across the entire food manufacturing value chain – from raw material production and processing to consumer packaged products.

In the first half of this year, Indofood reported net sales of IDR59.84 trillion (US$3.58 billion), a 4% increase year-on-year.

Lucky Me! (Philippines)

Lucky Me! Is the most chosen food brand in the Philippines, according to market researcher Kantar’s Brand Footprint 2024 report.

With a 98.7% household penetration, Lucky Me! noodles are deeply integrated into the lives of Filipino families, having established trust in its 36 years of existence.

The brand is backed by Monde Nissin Corporation, one of Philippines’ largest food producers, with products spanning crackers, wafers and cookie sandwiches.

It is present in various countries including Thailand, New Zealand, Singapore, and the U.K. It saw revenue rising 3.3% year-on-year to PHP84.44 billion (US$1.47 billion) in the first half.

Mama (Thailand)

Mama, owned by Thai President Foods, holds around half of Thailand’s instant noodle market, making it the nation’s most recognized noodle brand.

Established in 1972, Mama is known for offering a variety of flavors, including the Tom Yum and Thai curry.

For the premium segment, Thai President offers its Mama’s Ok series which contributes 15% share of the company’s overall instant noodle revenue. It aims to remove the stereotype that instant noodles are ‘food for the poor’ by opening speciality noodle restaurants like Mama Station, Zaab Museum and Craze Mama.

Thai President operates multiple factories in Thailand and several other countries including Myanmar, Bangladesh, Cambodia, and Hungary, with a daily production capacity reaching millions of packages.

In fiscal 2024, the company saw revenue rising 7% to THB29.77 billion (US$932 million).

Hao Hao (Vietnam)

Hao Hao, produced by Acecook Vietnam, has become a household name in the country thanks to its wide flavor variety and affordable pricing.

Acecook Vietnam, with 13 factories across the country, sold 3.3 billion noodles servings in the country last year, accounting for 40% of market share. Vietnam was the 4th largest instant noodles market globally last year with 8.3 billion servings, according to the World Instant Noodles Association.

Recognized among Asia’s Top 1000 Brands by Campaign Asia-Pacific and Nielsen, Hao Hao products are exported to over 40 countries including Southeast Asia, the U.S., and Europe.

Maggi (Malaysia)

Maggi, owned by Swiss food giant Nestle, is a dominant brand in Malaysia, with 2.5 million servings consumed daily, according to local newspaper Berita Harian.

Nestle Malaysia’s internal market research shows that Maggi holds a leading market share of over 40% in the instant noodle category in the country.

Maggi Noodles was founded in Switzerland in 1884, and acquired by Nestle in 1947.

Nestle Malaysia operates six manufacturing facilities across the country with wide range of products including powdered and liquid milk, beverages, coffee and confectionery. In the first half this year, its revenue rose 4% year-on-year to MYR3.4 billion (US$809 million).