BEIJING: Zhang Tianyi decided that he never wanted to see, let alone eat, a bowl of noodles again. Yet, Zhang somehow convinced himself that his future was inextricably intertwined with noodles, a decision based on his discovery of what he said is the ideal noodle recipe. "It's a pity that rice noodles, despite their long history, don't have a brand." Now, he said, he has enough patience and confidence that he can envisage it taking him 10 years to build a rice noodle brand that is widely recognised. The company pumps that kind of ethos in many of its marketing products, including decorations, short videos and WeChat stories.

Source: The Star April 02, 2018 06:00 UTC