Kunming in June is warm, busy, and — for four days this year — smelling faintly of Myanmar noodles. At the 10th China–South Asia Expo, our flagship brand ShinShin joined hundreds of exhibitors from across the region to do something deceptively simple: hand a stranger a bowl and watch their face change.
For a brand that started in 2001 with Myanmar’s very first instant rice vermicelli, an international stage like this is more than a trade show. It’s a chance to tell our story to buyers, distributors and food lovers who may never have tasted the silky vermicelli and rich, fragrant broths that generations back home grew up on.
Why the Expo matters
The China–South Asia Expo is one of the region’s largest gatherings for trade and cultural exchange, drawing government delegations, importers and retail chains to Kunming each year. For Myanmar producers, it’s a rare window to meet serious buyers face to face — and to show that food made to international quality and food-safety standards can also carry the soul of a place.
Our team prepared bowls on the hour, every hour. The Tom Yum Shrimp flat noodle drew a steady crowd; the classic Ar Pu Shar Pu won over the curious; and more than a few visitors came back for a second helping — the surest sign, in any language, that a flavour lands.
People don't just buy a product. They buy a memory of a place — and Myanmar has a lot of it to share.
A taste that travels
Beyond the sampling table, conversations turned to the practical: shelf life, packaging, Halal and food-safety certification, and how quickly we can move product to a new market. It’s the unglamorous side of authentic taste, and it’s exactly the work that turns a great bowl of noodles into a product a family in another country can rely on.
- New distributor conversations opened across three South Asian markets.
- Strong interest in the ShinShin flat-noodle range, led by Tom Yum Shrimp.
- Buyers value CCI's ISO 22000 & GHP certification as much as the flavour.
What comes next
We’re following up with the partners we met in Kunming and lining up samples for the markets that showed the strongest interest. The goal is unchanged from the day we made that first pack of vermicelli in 2001: to make the real taste of Myanmar available, wherever in the world it’s craved — always just minutes away.