A-Sha: From Air-Dried Noodles to Asian Snacks Powerhouse

No other Asian food brand has bridged pop culture and authentic flavors quite like A-Sha.

With collaborations ranging from Hello Kitty and Friends and BT21 to Hot Ones and Paramount, A-Sha Foods USA has built a devoted following by pairing authentic flavors with creative partnerships. The A-Sha x Hello Kitty and Friends line has just arrived at Target, and this December the company will launch a nationwide promotion featuring A-Sha products in the Target Bullseye Playground area as shoppers enter. A-Sha will also debut a collaboration tied to the release of the new SpongeBob SquarePants movie later this year.

Air-Dried, Never Fried Noodles—Elevated

A-Sha’s roots lie in its signature air-dried noodles, made from a nearly century-old Taiwanese recipe. Unlike most instant ramen, which is deep-fried, A-Sha’s noodles go through an 18-hour air-drying process that preserves texture, flavor and nutrients.

Made with non-GMO flour from the United States, A-Sha’s noodles are higher in plant-based protein and have a satisfyingly firm bite. That commitment to quality—combined with the brand’s playful collaborations—has helped A-Sha secure shelf space at major U.S. retailers including Target, Costco, Albertsons, Kroger and Walmart. Today, it ranks among America’s fastest-growing private food companies, earning a spot on the Inc. 5000 list four times.

Taking the Leap

Before joining A-Sha, CEO Young Chang spent nearly two decades in tech, consulting and entertainment, holding senior roles at IBM, The Walt Disney Company and Warner Bros. The opportunity came when his close friend and business partner acquired A-Sha and then asked Chang to help expand it to the U.S. market.

“It took me about three years to contemplate the move,” Chang says. “My parents, both being from a first-generation, hard-working Asian background, said, ‘Take the safe road and don’t take any risks.’ But my business partner said, ‘This is your moment. You can always go back to your old job, but maybe this opportunity will never present itself again.’”

In the end, belief in the product and a desire for a new challenge won out. Chang started A-Sha Foods USA in 2015.

Finding Traction in a New Market

While A-Sha was the #1 ramen brand in Taiwan, bringing it to America wasn’t easy. There were ups and downs, and moments of doubt. Chang remembers one defining moment early on when the company was burning through cash and struggling to gain traction. Flying over the Port of Long Beach, he looked down at the endless sea of shipping containers.

“For us, one 40-foot container was a big deal; but from that height, it looked smaller than a Tic Tac,” he recalls. “I realized that the world is so big and there’s plenty of room for our product to be everywhere. I needed to work harder and think of better and different ways to sell this thing.”

That shift in mindset helped drive A-Sha’s first major retail breakthrough with Albertsons—and later, the game-changing deal with Costco.

“Costco is a dream for a lot of food manufacturers because of the volume and potential,” Chang says. “When we got the first order, I thought it would be a huge celebration and big sense of relief, but actually that was the moment when we realized, ‘now the real work starts.’ Being able to deliver for the customer is the real challenge.”

Opportunity in Chaos

When COVID-19 hit, A-Sha was classified as an essential business and allowed to stay open. Chang saw it as a moment to move forward while others pulled back.

“When things are completely chaotic, that’s your moment to look for opportunities,” he says.

One of those opportunities came through Sanrio, which was looking for a product to represent Asian culture for the Tokyo Olympics. A-Sha was introduced to the company through a customer referral—one of those fortunate moments that can open unexpected doors. Ramen was a natural fit, and A-Sha quickly developed a Hello Kitty noodle for the U.S. market. The timing proved beneficial: with the Olympics postponed, the product had more time to gain exposure and became a success with consumers.

As A-Sha’s international presence grew, the company began working with East West Bank to support its expanding operations between the U.S. and Asia.

“The major difference that East West had over other banks was the personal touch during COVID,” Chang says. “The bank reps came to our office to get us all set up. That big bank capability, with all the different technology and services, and the personal touch really made the difference for us.”

From Curiosity to Category Leadership

During COVID, Chang also noticed that people spending more time at home were more open to trying new foods and flavors. Seeing the rise of boba tea, the A-Sha team introduced a Hello Kitty boba kit to build on its ramen success. The product took off, and beverages have since become one of the company’s strongest categories.

Full Circle

Even with A-Sha’s many flavors and collaborations, Chang still has a soft spot for one product. “The Mandarin Original noodle is the one that started it all,” he says. “It represents my journey and has taken me to different corners of the world, bringing so much to my life.”

For Chang, A-Sha’s story is one of preparation, persistence and a little luck. Their success shows how humble noodles and delicious snacks can be small comforts that everyone can enjoy.

Explore A-Sha’s full line of air-dried noodles and Asian snacks at ashadrynoodle.com, and find their newest Hello Kitty and SpongeBob SquarePants products at major retailers across America in December. Grab a pack and slurp it up.