But in Africa, the value and status of instant noodles has achieved a 180-degree reversal. Some people describe it this way: If you want to show off your wealth in Africa, you don’t need to show off your mansion or luxury cars, or wear jewelry or big gold chains. You just need to

When it comes to instant noodles, 99% of Chinese people think of related words such as "fast food", "unhealthy", "junk food", and "must eat junk food".

But in Africa, the value and status of instant noodles has achieved a 180-degree reversal. Some people describe it this way: If you want to show off your wealth in Africa, you don’t need to show off your mansion or luxury cars, or wear jewelry or big gold chains. You just need to leisurely eat a bowl of instant noodles.

Although this description is exaggerated, after all, instant noodles are still far away from luxury houses and jewelry. But in Africa, if you can have instant noodles every day, it is indeed a certification of being middle class or above.

More importantly, eating instant noodles in Africa is not only a sign of wealth, but also a fashion trend. For example, white-collar workers will hold instant noodle parties together after get off work; and if a celebrity food blogger wants to become famous, the first thing he needs to master is 100 ways to make instant noodles.

So, how did instant noodles transform and become a symbol of status and taste in Africa?

First of all, it is definitely a question of money. The gap between rich and poor is very large in African countries. Most of the country's property is in the hands of a very small number of people, and many people live below the poverty line. In Nigeria, a bowl of instant noodles at a street stall costs 150 naira (approximately 2.74 yuan), and an extra egg costs 200 naira (approximately 3.65 yuan). This is unaffordable for many Africans.

I believe everyone knows that Zimbabwe is famous for its sky-high inflation rate. At its peak, its inflation rate reached 230 million times. Previous online rumors claimed that instant noodles were once the currency of Zimbabwe, and people could exchange the same amount of cash for instant noodles.

Secondly, the positioning and marketing of instant noodles in Africa are quite high.

It is reported that Indonesian instant noodle brand Indomie is one of Nigeria’s national brands, occupying 70% of the country’s instant noodle market.

Indomie is the first instant noodle brand to enter Nigeria. In the 1980s, Nigerian consumers found it difficult to accept instant noodles. It was not until 1999 that Nigeria ended its 16-year military rule. The economy began to develop, the fertility rate also skyrocketed, and the demand for fast food also increased rapidly.

Indomie seized this opportunity and began to increase brand marketing. On the one hand, Indomie closely binds instant noodles with health and fashion. Its commercials basically depict the lives of high-end people, such as a family eating instant noodles together in a magnificent restaurant; for example, high-end business people are inspired after eating instant noodles. The most powerful thing about

is that Indomie has a high-end club, and some children from wealthy families will participate in club activities together. The focus is to eat instant noodles together.

Secondly, just like Xiaomi has achieved all-India production in India, Indomie has also established a large number of factories in Nigeria to promote it as a local product. Then, with the image of a "domestic brand", it became popular among the public.

In addition, the price of Indomie in Nigeria is about 2-3 yuan per pack, while the price of a single pack of other instant noodles such as Master Kong has soared to 6.8-13.6 yuan, which has increased several times.

What do you think about this?