Instant noodles have long been a pantry staple across the world, especially in Southeast Asia. Their affordability, convenience, and delicious taste make this quick meal a dominant force in food consumption trends across regions.
According to data from the World Instant Noodles Association (WINA), instant noodle demand in Southeast Asia remains among the highest globally. Several Southeast Asian countries consistently rank as the top consumers of instant noodles worldwide. Here’s a detailed breakdown of the countries with the largest demand for instant noodles in Southeast Asia:
1. Indonesia: 14,680 million servings
Indonesia tops the list as the Southeast Asian country with the highest instant noodle consumption, holding the second position globally after China. WINA recorded that Indonesia's instant noodle consumption reached 14,680 million servings in 2024. From 2020 to 2024, demand has remained steady, fluctuating between 12,000 and 14,000 million servings per year.
Among Indonesians, Mie Goreng, or fried noodles, is the most popular type of instant noodle. Mie Goreng is enjoyed dry, tossed with a blend of savory seasoning powder, sweet soy sauce, and chili sauce. Variants with vegetable, chicken, and shrimp flavors complemented by chili condiments are widely favored. Today, instant noodle producers offer more than 50 flavor variations, ranging from authentic local spices to international-inspired tastes.
2. Vietnam: 8,137 million servings
Following Indonesia, Vietnam ranks second in instant noodle demand in Southeast Asia, with a total of 8,137 million servings consumed in 2024. Globally, Vietnam ranks fourth after China, Indonesia, and India.
Vietnamese consumers have a strong preference for the “Tom ChuaCay” flavor. It is a tangy combination of shrimp and acidic flavor. Besides the flour noodles, Vietnam’s instant noodle sector also heavily features pho rice noodles. When preparing instant noodles, many Vietnamese enhance the dish by adding fresh onions, lemons, and chili peppers.
3. Philippines: 4,492 million servings
The Philippines recorded an instant noodle consumption of 4,492 million servings in 2024, ranking 7th globally. This demand has remained stable since 2020, with consumption averaging around 4,500 million servings annually.
In the Philippines, the most beloved instant noodle is the fried noodle variety known as “Pancit Canton.” It is similar to Indonesian mie goreng, but it offers unique Filipino flavor twists. Popular flavors include Calamondin (a citrus fruit), hot chili, and seafood variations, especially for soup noodles. Given the Filipino snacking culture, this leads them to love enjoying noodles in a mini-sized cup.
4. Thailand: 4,080 million servings
Thailand consumed 4,080 million servings of instant noodles in 2024, positioning the country in 9th place globally for instant noodle consumption.
Thai consumers favor bold and spicy flavors in their instant noodles, with Tom Yum, Thai Suki, and minced pork as their top choices. Products like rice vermicelli and pho-style noodles have also gained significant popularity in the Thai instant noodle market.
Other Southeast Asian Countries
Here’s the global ranking of instant noodle demand in Southeast Asia (2024):
- Malaysia: Ranked 13th with 1,692 million servings.
- Myanmar: Ranked 18th with 801 million servings.
- Cambodia: Ranked 24th with 439 million servings.
- Singapore: Ranked 38th with 130 million servings.
Nowadays, instant noodle demand in Southeast Asia is not only a quick meal solution, but it has also become a cultural phenomenon. As consumer preferences evolve, the instant noodle industry in Southeast Asia continues to grow, with new flavors and product innovations tailored to local and international tastes.
