U Wai Phyo, Managing Director, Yum Yum Myanmar
Instant noodles were invented in the 1950s as a means to provide convenient access to nutritious and inexpensive food to the masses in Japan. Today, instant noodles provide a tasty, warm, and comforting solution to a global audience, and hold a prominent place in people’s lives, appealing to both children and adults alike. Their transformation into full meals has contributed to boosting the market size, especially in Myanmar which has recorded an exemplary segment growth at 10 percent CAGR. Catering to this growing demand while fulfilling the desire for exciting flavors is Yathar Cho Industry Ltd. and their brand Yum Yum.
The company was established in 1997 and Yum Yum has become a household name in the country catering to the growing demand for instant noodles that are delectable, affordable, and accessible for all. The rising dual income household’s structure of the society is driving the demand for convenient foods in a vast variety of flavors, in addition to the search for products that provide value for money. Fulfilling these aspirations with its unique product lines, and with a legacy of having served generations, Yum Yum holds a nostalgic position in the industry.
Exciting Product Lines
Catering to a wide audience base comprising individuals of all ages, Yum Yum has developed three main product lines which together consist of over 20 flavors to choose from. The first line, known as the original line consists of legacy flavors like the original chicken flavor (the first flavor launched), tom yum shrimp (the best selling flavour), chicken flavor mi goreng and many more. This line targets a wider demographic, catering to the flavor preferences of all young and older consumers.
The second line, known as the Yum Yum Xcite Flavor, consists of slightly more intense flavors like the tom yum shrimp, mala chicken, tom yum creamy and tom yum chicken. This line targets younger generations, individuals that fall between the ages of 16 and 35. The packaging features anime characters, adding a touch of uniqueness in every aspect.
The third line, known as the Ultra Flavor line features anime characters, targets the younger audiences as well, and contains products with bolder flavors. The range features flavors like Volcano chicken, BBQ chicken, Chilli chicken, Mala Xiang Gao as well as other upcoming new flavours.
“The product must give a unique culinary and sensory experience to the consumer, which leaves a lasting impression that encourages repeat consumption. The development of all our products starts with the customer in mind and goes through intensive and unrelenting rounds of refinement both in terms of taste as well as quality and food safety compliance. The end goal is always to give the consumer products that are of high quality, safety and delicious taste”, shares U Wai Phyo, Managing Director, Yathar Cho Industry.
Since its inception, Yum Yum has maintained a strong position in the industry, growing with the market changes, evolving its product lines to match consumer demands, and catering to every
Apart from the distinct flavors that keep consumers coming back for more, the company stands out for its extensive sales and distribution networks, which resolve a critical challenge in the country’s supply chains. Where on the one hand instant noodles are extremely popular in Myanmar, especially imported products from Korea, Thailand, and Indonesia, the country struggles with supply chain, which limits availability for the masses.
Yum Yum addresses both these issues by focusing on the variety of flavors it offers, and maintaining robust distribution, which ensures that markets always have a steady supply of its products. These capabilities along with its focus on quality not only set the firm apart, but have allowed it to build a loyal client base.
“We place a great emphasis on quality and innovation in order to consistently deliver delight and value to our consumers. This belief has guided us to achieve quality assurance systems such as ISO 9001:2015, HACCP, Good Manufacturing Practice and Halal Certification, not only to build brand confidence but also to ensure brand competence”, adds Wai Phyo.
A Team of Bright Minds
The firm attributes its success to its people. The hard-working team of professionals and a company culture that instills a feeling of family, Yum Yum is thriving due to the efforts of the staff, some of whom have been attached to the company since the beginning of operations.
At the management level, the firm consists of highly educated and qualified professionals across verticals from marketing and sales to engineering, production operations, quality assurance, RND, HR and more. Emphasizing lifelong learning, the firm also implements a robust learning program that all management level employees must attend for career advancement. The team also attends relevant trade shows, exhibitions, seminars, ensuring strategic and operational expertise.
A dedicated rapid response team has also been set up at the company which handles complaints promptly. Depending upon the consumer complaint, the team provides quick resolution aligned with pre-defined KPIs.
Aspiration for the Future
Since its inception, Yum Yum has maintained a strong position in the industry, growing with the market changes, evolving its product lines to match consumer demands,
and catering to every age group. “Our vision is to be a company who delivers outstanding taste experiences and we aim to faithfully and competently serve the Myanmar market. In addition to serving our country, we also wish to be an internationally competitive company in the instant food industry”, adds Wai Phyo.
Aligned with this vision, the company has established a strategic roadmap for its future. In the short term, the company is working towards launching two new product lines. One of the ranges would target elementary and middle school children with the launch of a children's snack which will be tasty, fun, and nutritious at the same time. The other planned range will feature cup and bowl noodles, designed for people on-the-go as a quick and easy meal.
Beyond product expansion, the company’s aspirations to establish a global presence is driving its efforts towards expanding exports. Currently exporting to Singapore and China, the company is targeting entry into the U.S. market next, which will enable the firm to take Myanmar produced noodles on the global stage.
“We will be turning 30 in 2027. Our journey so far has been nothing short of amazing and we are very grateful and proud to be a part of the Myanmar culture and the Myanmar people. We have served multiple generations during our existence and look forward to continuing this proud culture and heritage”, concludes Wai Phyo.
Driven to serve the Myanmar people with its range of affordable and yummy instant noodles, and take the distinctive local flavor to a global audience, Yum Yum is creating a new path for the local industry. Through continuous efforts and strategic expansion, the company is poised to cause a global boom in the demand for Myanmar-produced instant noodles.
Growing With Changing Market Trends
- Yum Yum’s journey started from a modest setup consisting of a single production line. Today, the company operates four state-of-the-art lines, and is in the process of launching a new fully automated production line.
- Beginning with two flavors, the company expanded into over 20 flavorful offerings.
- Starting with zero, the company has gained over 60 percent of market share in Myanmar, and is the only instant noodle company in the country that exports its products.
- Beginning with the only two centres of commerce, Yum Yum has now expanded across every city in Myanmar, enjoying robust and diverse distribution and sales channels encompassing traditional and modern.
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