The $100 MBA Show MBA2680 Business Breakdowns: Cup Noodles - How One Man's Simple Idea Became a $40 Billion Empire
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Sep 22, 2025 Discover how a simple idea transformed into a $40 billion empire with the story of Cup Noodles. Explore the genius of Momofuku Ando, who revolutionized instant ramen despite early setbacks. Learn about the innovative packaging that made it a lifestyle staple. Hear insights on localization strategies that helped it scale globally. Experience the Cup Noodles Museum where creativity met history. This tale highlights the power of observation, persistence, and the ability to turn challenges into opportunities.
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From Rock Bottom To Instant Ramen
- Momofuku Ando locked himself in a wooden shack and experimented with noodles for a year after hitting rock bottom.
- His flash-frying discovery created the world's first instant noodles called Chicken Ramen.
Observation Sparked Packaging Innovation
- Ando observed an American supermarket manager eating noodles in a cup and saw a new use case.
- He realized convenience and portability mattered more than the original pot-based serving method.
Noodles Built Around The Cup
- Ando redesigned the noodle brick into a puck so it fit snugly inside the cup and wouldn't break in shipping.
- He reversed the problem: change the noodle to fit the cup, not the cup to fit the noodle.