2022 is another "big year for aerospace." At the end of this year, the Long March 2F Y15 carrier rocket carrying the Shenzhou-15 crewed spacecraft ignited and launched precisely on schedule at the Jiuquan Satellite Launch Center, successfully entering its intended orbit. China's path to building its space station has taken another major step forward.

At the same time, as a long-time partner of China's aerospace industry, Master Kong's years of unremitting investment have once again drawn widespread attention from both inside and outside the industry.

At a time when consumption occasionally fluctuates and demand becomes more refined, instant noodles are facing challenges from new competitors such as food delivery and pre-prepared dishes.

From large-scale joint science popularization to empowering the production technology of a bowl of noodles, the close cooperation between Master Kong and China Aerospace not only sets an example for leading enterprises on how to better fulfill social responsibility, but also proves from the perspective of supply-side innovation that instant noodles are not afraid of the challenges of the times—besides raising prices and promotions, instant noodle companies still have a lot of work they can do.

After Joining Hands with Aerospace Master Kong Has Always Insisted on Doing These Things

Recently, in order to better promote the aerospace spirit, inspire patriotism, and popularize aerospace knowledge, Master Kong, together with platforms such as the China Youth Daily, launched a call for painting and photography works from the whole society around the themes of "Space Impression" and "Me and Space." In the end, more than a hundred painting and photography works were exhibited.

Of course, these are just one aspect of the many activities Master Kong has carried out since joining hands with aerospace. Facing the "vast sea of stars," anyone can have dreams and expectations. For Master Kong, it first achieved support and companionship.

In 2017, the year after becoming a partner of China's aerospace industry, Master Kong joined hands with China's aerospace industry to hold the "Aerospace Spirit China Tour," kicking off the national aerospace science exhibition.

According to statistics, since 2018, Master Kong has successfully held large-scale aerospace science exhibitions in eleven cities: Xi'an, Yulin, Datong, Ankang, Taiyuan, Chengdu, Jinan, Lhasa, Shenzhen, Hangzhou, and Wuhan, providing citizens with free, exciting, and innovative interactive aerospace science experiences.

In order to cultivate new seeds of innovation for the country in the aerospace field, Master Kong, together with relevant institutions, launched the "National Youth Aerospace Dream Experience Camp" in 2019, which has been held for multiple sessions so far.

It is understood that this public welfare activity uses the offline science exhibition site of the Aerospace Spirit China Tour and online platforms as recruitment channels, and uses students' aerospace paintings as screening criteria. It recruits a certain number of primary and secondary school students to visit aerospace launch bases, and they have the opportunity to communicate face-to-face with astronauts and watch satellite launches on site.

In addition, diversified food safety science courses such as "Kong Baby Travels in Space" and lectures by aerospace experts have broadened the space and time for young people to participate in aerospace science education, while making food safety science lively and interesting, passed down in one continuous line.

Wu Zhijian, Chairman of the China Aerospace Foundation, said at the Wuhan stop of the "Aerospace Science Popularization and Master Kong Food Safety Science Exhibition," "The cooperation between Master Kong and the China Aerospace Foundation has achieved gratifying results in aerospace science popularization. Under the guidance of the strategy of building a strong aerospace nation, we have carried out aerospace science activities in multiple cities across the country, reaching more than 500,000 students, holding nearly a hundred lectures by aerospace experts, and using digital technology to connect online and offline, helping thousands of young people establish aerospace dreams."

The Development Logic of Instant Noodles in the New Era Why Does the Industry Need "Aerospace Quality"

In addition to support and companionship, Master Kong has also practiced the "aerospace standard."

In fact, China's aerospace industry can achieve remarkable achievements not only due to the rigorous work style of "zero defects, zero doubts, zero failures" of aerospace personnel, but also because China's aerospace industry regards scientific research and innovation as an inexhaustible driving force and centripetal force.

Master Kong, through deeper cooperation with China Aerospace, has continuously strengthened the application of aerospace technology to "a bowl of noodles," gradually allowing more consumers to experience the taste of "space noodles," and leading the quality of the entire instant noodle industry to a higher level.

Over the years, by cooperating with aerospace, aligning with aerospace standards, and benchmarking aerospace quality, Master Kong has demanded itself with extremely strict quality and safety standards, continuously practicing the civilian application of aerospace technology, promoting product quality upgrades, and boosting the transformation of the food industry from "Made in China" to "Quality Made in China."

In terms of the "military-to-civilian" transformation of aerospace technology, Master Kong has also taken frequent actions. For example, the FD technology born for aerospace, the broth extraction technology for simmering soup, and the RP technology all come from the aerospace field. In 2020, Master Kong's "Braised Beef Noodles" and "Sudan Noodle House" became China's first "space noodles," marking an important step in industrial upgrading.

In recent years, the rise of new middle-class consumption has driven the upgrade of the instant noodle industry. Demands such as reliable quality, healthy consumption, and ultimate taste have become mainstream. Master Kong's newly launched Sudao Noodle House, Big Food Bag, Big Food Bucket, and the "Tomato Noodles" new product created for young people to cater to the current tomato flavor trend are all explorations by Master Kong under aerospace quality requirements for new consumption scenarios and consumer groups.

It is worth noting that in addition to focusing on quality standards and category innovation, Master Kong and the "aerospace spirit" also share many similarities in terms of emphasizing quality assurance and strict quality control in production.

It is understood that Master Kong has invested 500 million yuan to establish an international-level food safety testing center. Its nearly 2,000-member food safety management team conducts more than 3.5 million tests each year, and through supplier management, incoming raw material inspection, production process control, and other procedures, it strives to achieve strict monitoring and traceability management across the entire industry chain. In addition, Master Kong has held food safety month publicity activities for 9 consecutive years, with tens of thousands of employees participating in the promotion, publicity, education, and training of food safety knowledge and policies.

From "Noodles for People's Livelihood" to "Innovative Noodles" The Self-Expression of a National Brand

Food is the first necessity of the people. With the improvement of people's material living standards, the large food industry always takes the lead in showing changes in new consumption trends. In recent years, new urbanization and rural revitalization will make urban-rural and regional development more coordinated, and also drive a significant increase in the consumption power of residents in small and medium-sized cities and emerging towns and villages.

In recent years, Master Kong, as a national brand, has actively fulfilled its social responsibilities, taking food safety as its foundation, actively responding to the "Healthy China" strategy, continuously researching the core of dietary nutrition, guarding national health with aerospace-level quality, ensuring the safety of every bite with strict food safety management, serving consumers with healthy, delicious, and diverse food products, and conveying the Chinese taste.

It is worth noting that, in parallel with aerospace quality, Master Kong is also using digitalization and sustainability to convey its brand philosophy. In Master Kong's tireless research and development, it uses digital empowerment channels across the entire chain to deliver the right product to the right person at the right time and place.

By embracing the Internet and launching an intelligent manufacturing strategy, Master Kong not only continuously responds to the needs of consumers, but also creates demand, leads demand, and continuously creates new value for consumers.

In addition, in promoting the integration of the real economy and the digital economy, Master Kong has launched strategic cooperation with various digital companies, gradually realizing the use of data to empower growth, promoting the deep integration of the Internet, big data, and artificial intelligence with the real economy, and accelerating the transformation of the manufacturing industry toward digitalization, networking, and intelligence.

Over the years, in the ever-changing market environment, Master Kong has always demonstrated industry-leading responsiveness and adaptability. In the "aerospace era," Master Kong has once again provided a model for high-quality development of the industry through innovation from R&D to manufacturing of instant noodles, and has also brought new thinking directions for how the food and beverage industry can return to the essence of business.

As Chen Yingrang, CEO of Master Kong Holdings Co., Ltd., said: "For the new stage of development, Master Kong people are full of confidence; looking to the future, Master Kong will also implement new development concepts, integrate into the new development pattern, stay true to its original aspiration, and serve the people's better life."