Making 100 Million in Half a Year, Why Do Young People Still Love Master Kong?

The Old Strategy No Longer Works.In 2025, the instant noodle industry is facing tough times. In the first half of the year, the rise of food delivery services has directly eaten into the instant noodle market share. Against this backdrop, many have predicted the industry’s decline. But is this really the full picture? Take Master Kong as an example. According to its latest financial report, in the first half of the year, the company reported a revenue of 13.465 billion RMB, accounting for 33.6% of its total revenue. The gross profit margin for its instant noodle business increased by 0.7 percentage points year-on-year to 27.8%, and net profit grew by 11.9%, reaching 951 million RMB. Despite rising raw material costs, Master Kong has managed to achieve a counter-cyclical profit increase, with key profitability indicators well above industry levels. In an industry facing declining sales, how is Master Kong able to earn more?It’s Not About Stopping Consumption, But Consuming Smarter.In the past, instant noodles were considered a necessity in times of need—quick, cheap, and filling. They became a staple for many: a must-have snack on long train rides, a late-night snack in dormitories, and a quick meal for overtime workers. However, with the rise of food delivery services, pre-made meals, the increasing emphasis on healthy eating, and the growing demand for fine dining, the market for traditional instant noodles has been shrinking.

But from a macro perspective, this shift is a natural progression—the market is transitioning from a phase of wild growth to a stage of structural upgrading. Consumers have not abandoned instant noodles; rather, their expectations have risen. They no longer simply want “something to fill their stomach,” but rather “food with quality.”Despite fluctuations in sales, China remains the world’s largest consumer of instant noodles, with a steady market base. The resilience is evident. In the same period, from 2016 to 2020, the compound annual growth rate for high-end instant noodles was 17.1%, significantly higher than the 4.0% growth for low-end products. Behind this contraction in volume is the rising demand for higher quality, as instant noodles evolve from being merely “filling” to being “tasty, healthy, and interesting.”Redefining “Eating Noodles”.In response to the irreversible trend of consumers demanding better quality, some brands clung to old strategies by lowering prices to boost volume, while Master Kong took the lead in fully evolving its strategy, using “scene” and “flavor” as engines for innovation.Expanding New Consumption Scenarios.Master Kong focused on breaking the limitations of eating noodles at the dining table and integrating them into various life scenarios, such as outdoor activities, late-night snacks, and light meals.

They introduced portable products like MINI cups, dry noodles, and self-heating noodles for outdoor activities like self-driving trips and camping. To appeal to female and children consumers, the “Little Cup” series was launched with cute designs, promoting the idea of “small cups, just enough to satisfy hunger.” They even partnered with brands like Yili to create “Late-Night Noodle Shops,” offering combos like instant noodles with cheese sticks, creating an evening consumption ecosystem.Upgrading the Product Matrix to Meet Quality Demands.In the first half of 2025, Master Kong introduced over 10 new products, spanning more than 40 SKUs. From low-cost noodles priced at 3-4 RMB to high-end products priced over 20 RMB, Master Kong now has a multi-layered product matrix, catering to different consumer groups. After nine years of research, Master Kong launched the “Special Special” fresh instant noodles. Using a no-frying technique, these noodles deliver the freshness of boiled noodles with the speed of instant noodles. This product won the title of “Pioneer in Chinese Single-Cup Boiling Process Instant Noodles” awarded by S&P Global.Master Kong’s new products include three new flavors: Braised Snowflake Beef Noodles, Seafood Lobster Soup, and Wild Red Sour Soup, all paired with unique noodles. The noodles provide a high-quality meal anytime, anywhere.

Targeting the “Main Meal” Segment.In addition, Master Kong has ventured into the “main meal” category with the introduction of its “He Mian” series. These noodles focus on young people’s need for both quality and value for money, featuring fresh-cut meat and large pieces of cabbage, alongside rich bone soup. Priced at 10 RMB per serving, these noodles have no competition in this price range, offering an alternative to food delivery services.Master Kong’s Long-Term Strategy.Long-termism is the key to Master Kong’s success. Behind their steady growth is a commitment to long-term value. A good bowl of noodles starts with high-quality ingredients and excellent craftsmanship. Master Kong has invested heavily in upstream agriculture, establishing vegetable bases in areas such as Hebei, Shaanxi, and Xinjiang. Through the “enterprise + farmer” model, they ensure the stability and quality of raw materials, while also leveraging technology to manage costs effectively.Master Kong has also increased investments in digital infrastructure, optimizing inventory turnover and reducing costs through a digital supply chain system. By using advanced technologies such as aerospace temperature control, FD freeze-drying, and RP fresh-lock technology, Master Kong has been able to enhance the flavor of its noodles while maximizing nutrient retention.The Importance of Distribution Channels.Master Kong’s initial success was based on its nationwide distribution advantage.

Today, they continue to consolidate their presence in traditional retail while expanding into snack stores.warehouse supermarkets, instant retail, discount stores, and special channels. For example, in the first half of this year, Master Kong launched a premium beef noodle cup in collaboration with Costco. This product has integrated the seasoning into the noodle cake, allowing for quick and easy preparation in just three minutes, improving the consumer experience and meeting the preferences of the new generation.Corporate Social Responsibility.Master Kong is also committed to social responsibility. In 2024, the company was awarded three prestigious titles, including “Best Employer of the Year” by Forbes China. The company continues to promote Chinese noodle culture through initiatives like the “Wei Lai Guan” project, harmonizing commercial value with social value.The Future of the Industry.In times of industry adjustment, brands like Master Kong have the responsibility to activate demand and expand the value of the category. Unlike small brands that rely on price wars, Master Kong focuses on consumer education, scenario creation, and quality upgrades, aiming to expand the market space through value innovation rather than competing in a saturated market.Master Kong’s success proves that consumers have not left; they just want a better, more fitting bowl of noodles. This shift in focus from “convenience” to “quality” is why Master Kong remains a beloved brand among younger generations.