How Ramen Became the Hottest Luxury Product In 2023 Selling Out in less than 24 Hours at $200 Per Pack
Going Premium
The Gourmet Experience
To position the product as a premium offering, I developed and executed an aggressive multi-channel marketing campaign centered around a compelling narrative: these were handcrafted, chef-cut noodles made with only three simple ingredients—water, salt, and wheat. The messaging emphasized both the purity of the product and its culinary credibility, highlighting that these noodles were worthy of being featured in dishes at Michelin-starred restaurants. This approach effectively communicated the brand’s commitment to quality, health, and elevated taste.
Strategic Collaboration
I launched strategic collaboration campaigns with high-profile culinary figures, including celebrity chefs such as Chef K, known for working with Kourtney Kardashian. This partnership led to a major brand moment: A-Sha noodles were featured at Camp Poosh, Kourtney Kardashian’s celebrity-filled lifestyle event.
With the help of a PR company we ran a year long strategy combining celebrity endorsements, chef and restaurant partnerships, and an aggressive public relations push—including television features and influencer-driven social media campaigns—we successfully positioned A-Sha as more than just a noodle brand. It became a fun, elevated, and culturally relevant culinary experience.
Crazy Rich Ramen
For Valentine’s Day, we elevated the gourmet positioning of the brand with a limited-edition offering: the “Crazy Rich Ramen” box, a playful nod to the film Crazy Rich Asians. To enhance the exclusivity and perceived value of the product, we partnered with The Truffleist, integrating premium truffle products into the box set.
In the weeks leading up to the launch, we implemented a pre-order waitlist campaign supported by targeted social media efforts and strategic PR placements across online publications. The campaign generated strong anticipation, and the limited release of 200 units sold out completely—both via pre-orders and on launch day equaling to $40,000 in sales in less than 24 hours for a single limited product.
The Outcome
This campaign delivered significant results across multiple channels. E-commerce conversion rates increased by 25%, Amazon sales grew by 60%, and website traffic rose by 30%. Most notably, the campaign contributed to net profits exceeding $1 million for the year, securing A-Sha a spot on Inc. Magazine’s 5000 list of the fastest-growing private companies in the U.S., as well as recognition in F&B Magazine’s Top Trending Products of 2023.