When you think of culinary icons, a pack of MSG-laced noodles probably isn’t the first thing that comes to mind.

But in Thailand, mention the word “Mama” and you’ll spark a craving deep in the soul.

To Thais, Mama isn’t just a noodle—it’s a cultural staple.

Today, Mama exports to more than 60 countries and appears on Michelin-recognized menus.

They are the leading quality instant wheat and rice noodles brand from Thailand.

This is the story of Mama Noodles, an instant noodle snack that became a national obsession.  

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🏁The start of something new

In 1972, a joint venture between Taiwan’s President Enterprise Co. Ltd. and Thailand’s Saha Pathanapibul, under the name Thai President Foods.

Together, they launched the Mama brand. Their mission was to introduce quick, affordable, and flavorful noodles.

Their first product launched the following year in 1973. It was the Mama Chicken Soup Instant Noodle. Unfortunately, it wasn’t successful.

But a year later in 1974, they introduced the Minced Pork Soup flavor which became an instant hit!

Their most popular launch was in 1980 with the flavor Tom Yum Goong.

The noodles came in 80s silver packaging with oil, seasoning, and a spicy-sour kick.

Over time, Mama became so popular that Thais began referring to all instant noodles as “Mama” – the way “Kleenex” became synonymous with tissues.

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🔥 Mama goes viral

But it was a family restaurant, Jeh O Chula, which was totally unrelated to Thai President Foods, that helped turn Mama into a legend.

In 1967, a Bangkok family opened a small boiled rice stall. They sold duck soup. That’s it.

Over the years, they grew a loyal following. But it was their grandson, Siri “Hia Gao” Chaitawee, who accidentally kicked off a food revolution.

After work, he’d cook up a bowl of Mama noodles for himself. Aside from the noodles, he added pork, raw egg yolk, seafood, and the family’s homemade Tom Yum broth.

Customers got curious. So he told them: come back at 11 PM to have a taste.

This dish wasn’t your average noodle soup. It was a hot pot explosion—piled high with minced pork balls, lime slices, shrimp, crispy pork belly, raw egg yolks, and house-made Tom Yum soup, all swirling around packets of instant Mama noodles.

It was called Mama Oh Ho—inspired by the shocked “Oh ho!” people exclaimed at the dish’s size.

At 800 baht (US $25), it wasn’t cheap. But people lined up for hours. Tourists, students, and even chefs came to taste it.

The dish blew up on Facebook and Instagram, gaining so much hype that Jeh Oh had to pause sales just to restructure their kitchen.

By 2019, Jeh Oh earned a Michelin Bib Gourmand—and again in 2020.

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🥢One slurp at a time

While Jeh O Chula took Mama noodles viral, the brand itself evolved.

Thai President Foods leaned into the hype with bold, creative expansions:

In 2023, they launched their first restaurant concept, Mama Station, in Bangkok. They served everything from Korean hot pot noodles to Mama-battered fried chicken.

In Singapore, they hosted their first international pop-up. It had plushies, noodle photo booths, and a gourmet menu starring truffle prawns and char-grilled rib-eye.

Chefs around the world like Andy Ricker and Kris Yenbamroong have featured Mama in their dishes.

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💪🏼 Bouncing back

But Mama’s journey wasn’t all success.

In 2014, a political crisis in Thailand dragged down the economy. Their sales dipped and they hit a record-low growth of 0.4% in 2015.

Then came COVID-19.

But during this time, the brand discovered that many of its consumers were looking for "happier and healthier" food products.

So they introduced family meal kits.

They also launched the MAMA Less Sodium line. This product cut sodium from 1,800mg to 1,000mg per pack.

Another new launch was Mendake—a new line of air-dried, vegan-friendly, low-fat noodles made from kale, shiitake, and whole wheat.

Mendake sold overseas in Greece, Germany, and South Africa!

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🌍 Global domination

People in Thailand were already eating a lot of Mama noodles—around 49 packs per person each year!

So, Thai President Foods started looking to grow in other countries.

They opened factories in Myanmar, Cambodia, Bangladesh, and Hungary.

Cambodia is their strongest market with an 80% share, while Hungary anchors their Central Europe operations.

In Myanmar, demand was so strong that they built a second factory to double output to 400,000 packets per day.

Meanwhile, they’re also investing in automation, premium noodle segments, and e-commerce. They’re also experimenting with new restaurant formats and wellness offerings.

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✨ More than a noodle

Mama didn’t start in a street stall. It started in a factory.

Thai President Foods controls 53% of Thailand’s instant noodle market and sells over $300 million worth of noodles annually

But it wasn’t just the brand that made Mama iconic.

It was the people. The late-night cooks. The homesick students. The creative chefs. The fans who kept finding new ways to enjoy it.

Through political crises, viral food trends, and shifting consumer tastes, Mama kept adapting without losing its flavor or heart.

It’s no longer just a packet of noodles. It’s comfort food, culture, and creativity in one.

This is Mama. And she’s still cooking.