On May 19, secretary-general of the World Instant Noodles Association (WINA) Norio Sakurai suggested that China should prioritize innovation and food safety in its long-term development plan.

Sakurai, who is also the deputy chief executive of Japan's Nissin Foods Holdings, made the remarks when exclusively talking to China.org.cn during the 8th World Instant Noodles Summit held in Tianjin on May 19-21. He said: "In comparison to the other countries, China has plenty of advantages, especially its huge consumer market based on the largest population in the world. And the Chinese market will surely further expand in the future."

When addressing China's industrial weaknesses however, Sakurai believes the country should be aware of its consumers having their concerns regarding food safety. Sakurai suggested China give top priority to food safety in order to win its consumers' trust. This is a cornerstone for the noodle industry's long-term and sustainable development.

Sakurai also suggested that China's instant noodle industry needs to come up with technological innovations and develop more convenience food varieties. One example of such innovative variety is that of micro-waved noodles, which are getting more and more popular with consumers. Sakurai also assumes that the currently somewhat sluggish market will recover shortly.

Sakurai is convinced that the rapidly-changing consumption habits in developing countries require that the noodle industry adjusts its stance accordingly. "The industry needs to ensure further innovations to produce new products containing fewer calories and less fat, seeing that such specifications are popular now," he said. "It's also important to consider nutritional balance and increase the amount of nutritional ingredients, such as vitamins, in the products."

Sakurai also shared with us Japan's expertise on dealing with stagnation in the consumption of instant noodles. He said: "Ever since instant noodles were invented in Japan in 1958, we too have encountered our fair share of problems. As the global industry leader, we share our know-how with all rivals, because we believe information-sharing will help protect the industry as a whole. In addition, every producer will try their best to develop their brand and market position."