Asianometry How Indonesian Instant Noodles Became a Nigerian Sensation
Feb 16, 2025
Discover how Indonesian instant noodles, specifically Indomie, transformed into a beloved staple in Nigeria. The journey reveals historical ties and economic factors that fueled its rise. The initial hurdles of gaining acceptance are discussed, showcasing clever marketing strategies that turned skepticism into popularity. Indomie's surprising presence in Nigerian culture, even appearing in rap lyrics, highlights its status as a favorite packaged food across Africa. It's a fascinating exploration of globalization and culinary crossover!
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Episode notes
Host's Indomie Revelation
- The podcast host initially knew Indomie as a vaguely familiar Indonesian noodle brand.
- This video is not sponsored by Indomie, who seem to prefer K-pop.
Suharto's Influence on Indomie
- Indomie's current market dominance traces back to Indonesia's second president, Suharto.
- Suharto collaborated with Chinese entrepreneurs like Liem Sioe Liong (Sudono Salim) to boost industrialization.
From Wheat Aid to Flour Mills
- In 1967, Suharto requested rice aid from the US, but received wheat instead, which Indonesia lacked milling facilities for.
- Salim, advised by Robert Kuok, built flour mills in Indonesia, leading to Bogasari Flour Mills' dominance.