Chinese Influencer Luo Yonghao Unveils “Press‑Conference‑Worthy” Premium Instant Noodles, Sparking a New Trend in China’s Fast‑Food Market

Luo, whose charismatic, no‑holds‑back style has earned him a personal following that rivals the reach of many traditional media outlets, posted at 7 p.m. Beijing time on August 21 that the product is the result of “nine years of refining a noodle.” He framed the launch as an event “so special that it calls for a press conference,” a phrasing that quickly turned into the viral hashtag #特别特值得开发布会的泡面# (“Instant noodles so special they deserve a press conference”). The phrase, intentionally hyperbolic, has become a shorthand for anything that seems ordinary yet is presented as surprisingly extraordinary.

The product itself, according to Luo’s livestream preview, is meant to be “not like instant noodles at all.” It boasts three claimed innovations: a non‑fried preparation that relies on a single‑basket water‑boiling method, ingredients he describes as “rich and fresh,” and a texture that mimics freshly cooked pasta rather than the typical soggy stickiness of traditional instant ramen. At a price point of 39.9 yuan (about $5.60) for the cheapest bundle, the noodles sit well above the average market price for a single‑serve cup, positioning them squarely in a new “premium instant noodle” niche.

The collaboration is notable not only for its star power but also for what it signals about the evolution of China’s fast‑food sector. For decades, instant noodles have been the quintessential low‑cost, convenience staple, often associated with college dorm rooms and late‑night work breaks. In recent years, however, a wave of “high‑end” versions—some featuring organic ingredients, sealed‑in‑broth technology, or unique regional flavors—has begun to surface, reflecting a broader consumer appetite for quality even in ultra‑convenient formats. Luo’s endorsement amplifies this trend, underscoring how personal brands can act as gateways for legacy manufacturers like Master Kang to reach younger, digitally savvy shoppers.

Industry observers note that Luo’s involvement epitomizes a new marketing paradigm where “content is king.” Rather than relying on standard TV spots or billboard ads, brands are leveraging the built‑in audiences of influencers to create events that feel more like cultural moments than product launches. Luo’s livestream, scheduled to run for several hours on Douyin, promises to blend product demonstration, humor, and the sort of unfiltered commentary that his fans have come to expect. The anticipation is already palpable: early comments on Weibo and Douyin mix excitement (“Can’t wait to taste the ‘fresh‑cooked’ noodles!”) with tongue‑in‑cheek skepticism (“Do we really need a press conference for a bowl of noodles?”). Hashtags associated with the launch have trended for hours, driving a spike in search traffic for both Luo’s name and Master Kang’s brand.

Beyond the buzz, the launch raises questions about how far the premium instant noodle concept can go before it collides with the price‑sensitivity that has traditionally defined the market. Some netizens have pointed out the relatively steep price, especially when compared to the 2–3 yuan cups that dominate supermarket shelves. Others have expressed curiosity about the promised “single‑basket boiled process,” wondering whether the production method truly delivers a fresh‑noodle mouthfeel or simply serves as a marketing veneer.

The cultural resonance of the campaign also touches on a deeper, almost nostalgic thread in Chinese consumer psychology. Luo, who once built a reputation for challenging industry giants with his now‑defunct smart‑phone venture, has cultivated a persona that blends entrepreneurial grit with a self‑deprecating humor about his own failures. For many of his followers, the “special noodle” launch is less about culinary innovation than it is about a shared story of perseverance and reinvention. The phrase “特别特值得开发布会的泡面” has thus become a meme that blurs the line between genuine product enthusiasm and a collective playfulness that celebrates the absurdity of turning a humble snack into a headline.

While the immediate reaction is overwhelmingly positive—fuelled by Luo’s personal brand and the polished video teasers—the real test will come after the livestream, when consumers actually try the product and share their unfiltered opinions. Analysts recommend monitoring post‑livestream comment threads, independent reviews on e‑commerce platforms, and sales data to gauge whether the hype translates into lasting demand or fades as a fleeting internet moment.

Even if the noodles prove to be a modest success, the episode offers a microcosm of how China’s “internal circulation” policy—aimed at boosting domestic consumption—might play out in everyday grocery aisles. By attaching a high‑profile personality to a traditionally low‑cost commodity and elevating it through a carefully staged digital event, Master Kang and Luo Yonghao illustrate how even the most basic products can be re‑packaged as aspirational experiences. The ripple effects could extend to employment too, as the surge in livestream‑based sales creates new roles for content creators, logistics coordinators, and digital strategists.

In short, the launch of “特别特鲜泡面” is more than a quirky footnote in the annals of snack marketing. It encapsulates a moment where celebrity influence, brand heritage, and shifting consumer expectations intersect, producing a product that, for better or worse, has managed to make an whole nation pause and ask: can a packet of noodles really be “press‑conference worthy?” The answer may lie not in the noodles themselves but in the way they have sparked a conversation that spans taste, technology, and the ever‑evolving language of modern Chinese pop culture.