Mamee Monster noodles’ story – the Malaysian childhood snack that was no instant success
- For 45 years, Mamee noodles have remained close to the hearts of countless Malaysians, instantly bringing back fond childhood memories
- The idea to create a dry noodle snack came off the back of a trip to a rural Malaysian village in the 1970s
Before Snapchat, Instagram and YouTube, television was the main source of entertainment for children of the 1980s and ’90s. After-school specials and weekend cartoons containing catchy commercials for snacks and toys kept children glued to their television screens.
One character in particular captured the imagination of young Malaysians – a large, blue monster. Far from being scary, the furry Mamee noodle monster burrowed its way into the hearts of many youngsters thanks to the unusual television commercials.
It created such a phenomenon that a new way of snacking was born: eating dry noodles straight out of the packet. Four decades on, this practice is still considered unique enough to warrant an article in New York Magazine and create demand in markets such as China, where Mamee Monster Noodles are not even officially available.
And it all began with a stroke of luck.
In 1971, the newly formed Pacific Food Products company, located in the Malaysian city of Malacca, launched its first creation: Lucky Instant Noodle. Since it was the fourth brand of instant noodles made available in the Malaysian market, however, the product received only a lukewarm response.
So company founder Pang Chin Hin and his son, Pang Tee Chew, had to find a way to turn around their struggling business.
