In 2004, David Chang opened Momofuku Noodle Bar in New York City, drawing on his experience working in a soba shop in Japan to craft unique ramen dishes that combined Asian and American ingredients. Momofuku Ssäm Bar and Momofuku Ko soon followed in 2006 and 2008 respectively, the latter earning two Michelin stars in its first year and retaining them until its closure in 2023. Riding on this wave of success, Chang opened restaurants in Sydney, Toronto, Las Vegas and Los Angeles, though the locations in Sydney and Toronto are now defunct.
Chang has accumulated significant star power in the media, appearing on “Top Chef,” “MasterChef” and “The Mind of a Chef.” He has also hosted several Netflix series, including “Ugly Delicious” and “Breakfast, Lunch & Dinner” and published a food magazine titled “Lucky Peach” ‒ the translation of “momofuku”‒ from 2011 to 2017.
When the pandemic hit and businesses had to close their doors temporarily, Momofuku’s fans tried to replicate the restaurant’s flavors at home, which proved inaccessible to many who could not visit local Asian grocery stores. Unable to bring people into restaurants, Momofuku Goods was created to bring the restaurant’s flavors into people’s homes. Ryan Healey, Vice President of Brand & Marketing, explained that since 2020, Momofuku Goods has been selling products “true to the restaurant and the past 21 years of Momofuku,” such as their signature Chili Crunch, seasoned salts and a new addition to the mix: instant noodles.
With the “pantry of flavors” that Momofuku has curated over the years, their Momofuku Goods line has released instant noodles with five of these flavors: Sesame Miso, Soy & Scallion, Sweet & Spicy, Spicy Soy and Tingly Chili. As part of their marketing strategy, they have kicked off a tour around LA, serving three of their most popular flavors. At their first stop, conveniently located next to campus, they hope to offer students an upgrade on the classic instant noodles, their main goal being as Healey explained, to create something that, “people like and hopefully make their life easier and tastier and more delicious.”
Momofuku has already seen a lot of success with a growing college-age fanbase for their product line. Sean DeShay, director of social media at Momofuku Goods, said he hopes Momofuku can bring restaurant-quality food into dorm rooms and encourages students to be creative and “chef it up.” He shared that he has seen students add toppings such as spring onions, eggs and his personal favorite, Japanese mayo, to enhance the noodles’ flavors and textures. Momofuku’s website – accessible via the QR code on the packaging of their instant noodles – features over 250 recipes that can be made using their products, with varying spice levels, flavor profiles and prep times.
The BruinLife team was just as excited as the other event attendees to try Momofuku’s new noodles. The truck offered samples of their Sesame Miso, Sweet & Spicy and Tingly Chili flavors, with an optional soy egg and/or Chili Crunch topping.
Overall, the texture of the noodles was considerably better than typical instant ramen, with a firm and chewy bounce. While not quite as good as freshly made and prepared noodles, it was still admirable for a fast, cook-at-home product.
Tingly Chili was ranked as three out of five on Momofuku’s spice scale, though our team didn’t feel they packed much of a punch, even with the Chili Crunch topping. However, they still tasted just as delicious as noodles served in a sit-down restaurant.
Their second-most spicy option was the Sweet & Spicy noodles, which our team tried with a soy egg. Each bite was packed with a perfect blend of the two flavors, the soy egg adding a nice touch of texture and savory flavor to the bowl.
The sesame miso noodles were sweeter than salty but paired well with the soy egg they were served with. Speaking of, we were pleasantly surprised by the soy egg, which was perfectly soft-boiled and had a distinct umami taste that complemented the mild miso flavor.
Momofuku’s first tour stop was a resounding success, selling out of samples and surprising the crowd with an appearance from the chef himself. With their rising popularity among a college crowd, keep an eye out for more pop-ups, brand ambassador programs and cooking competitions from Momofuku.
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Featured Image Photographed by Aamani Maddukuri/BruinLife
