By: Bernie Chiu, Chen Cheng-wei and Lilian Wu
Taipei, Dec. 5 (CNA) Taiwan Tobacco and Liquor Corp. (TTL) has been marketing its
Hua-Tiau Chiew Chicken Noodles (花雕雞麵) for five years, but it wasn’t until the secret behind their flavor was revealed last month that they became the hottest instant food product in Taiwan.
The noodles suddenly catapulted into the limelight after a netizen named “Sigma” decided during a sleepless night to put up a post about the “fragrant noodles” on Taiwan’s popular bulletin board website, PTT.
Sigma wrote on Nov. 23 that TTL had a large volume of 15-year-old Hua-Tiau Chiew — a wine made from fermented rice — in inventory and wanted to use it, so it supplied the brew to its instant noodle contractor to produce the product.
The post sparked active discussion and after a cyber manhunt, it was discovered that Sigma was actually a young, attractive female TTL assistant technical specialist, triggering tremendous interest and boosting the product’s sales immediately. [FULL STORY]