Ding How introduces availability of noodle packages amid heated discussion on social

Local noodle brand Ding How instant noodle (頂好大光麵) has introduced where citizens can purchase the noodle package after it drew widespread attention from Hong Kong netizens upon its feature on ViuTV's programme.

Recently, ViuTV's programme "茶餐廳" delved into the local cha chaan teng culture. Its recent episode featured local instant noodle manufacturer Kam Yuen Food Company (金源食品) and its signature product, Ding How instant noodle.

Following the episode's airing, it generated a significant response and attention on social media. Media intelligence firm CARMA saw over 4,000 mentions over the past seven days, with 21% positive and 29.4% negative sentiments. Positive mentions were made by netizens who supported ViuTV's promotion of local Hong Kong culture through this programme, said CARMA's HK general manager Charles Cheung. 

“Many found it fascinating to learn about the origins of the Ding How instant noodle and believed it to be a shared memory among Hongkongers, Cheung added. 

Meanwhile, negative mentions originated from netizens who expressed indifference towards various instant noodle brands, citing the inability to discern taste differences between them, according to Cheung. “Some even went so far as to criticise those who blindly supported 'made in Hong Kong' products, particularly when they were not familiar with this brand prior to the ViuTV programme,” Cheung said. 

In response to the heated discussion, the brand took to its Facebook page to inform citizens about the availability of its noodle package, including the list of restaurants where citizens can purchase the noodle package.

The post garnered over 4.8k reactions, 260 comments and 640 shares. Some netizens said the list makes it easier for them to locate restaurants that serve Ding How instant noodles, some said they would continue to purchase its products.

Established in the 1960s, Ding How instant noodle claims to offer unseasoned noodles without packaging namely “光麵”, targeting the cha chaan teng market. The brand representative brand said in the TV programme that around 80% of Hong Kong's cha chaan tengs used Ding How instant noodle during peak times back in the old days.

However, the brand has struggled in recent years due to the fierce competition from mainland Chinese brands with lower prices. During the interview, the brand representative said only 20% of cha chaan tengs in Hong Kong are currently supporting its "made in Hong Kong" product, which brought tears to his eyes.

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