A-Sha’s knife-cut noodles gained immense popularity after consumers coined them as “squiggly,” a term that resonates with customers of all ages and enhances sales.
CEO Young Chang noted the transformation when customers began requesting 'squiggly noodles,' reflecting the power of consumer-driven branding that emphasizes simplicity and clarity.
The noodle-specific term has not only boosted A-Sha's visibility but has driven interest across the market, evidenced by rising trends on platforms like TikTok.
Squiggly noodles are a hit not just at A-Sha; other brands like Fly By Jing are tapping into the trend, underscoring the term’s broad appeal and commercial potential.
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