Advertising Evolution in Myanmar (1980–2020): Reflection and Analysis

 Chosen Product Category: Instant Noodles (e.g. Yum Yum, MAMA, or Wai Wai)

Instant noodles have been a staple in Myanmar households for decades, and their advertising has reflected broader shifts in culture, media access, and technology.

1. Favourite Adverts (1980–2020)

One of my favourite nostalgic ads was the Wai Wai TV commercial from the early 2000s, which featured a catchy jingle, family-oriented messaging, and cheerful visuals of schoolchildren enjoying noodles after school. It was aired repeatedly on MRTV and 5 Plus during prime-time shows.

Why I liked it:

  • It was emotionally resonant—rooted in family values, happiness, and tradition.

  • The jingle was memorable and became part of everyday conversation.

  • It reflected a sense of shared national identity during a time of limited media channels.

2. Are They Different From Post-COVID/Post-Digital Era Adverts?

Yes—significantly different. Advertising in the post-COVID and post-digital era has shifted both in form and function, influenced by media convergence, audience behaviour, and technology.

3. Key Differences

AspectTraditional Ads (1980–2020)Post-COVID/Post-Digital Ads
Media FormatMostly TV, radio, newspapersDominated by digital & social platforms (Facebook, TikTok, YouTube)
Audience RolePassive viewersActive participants and content creators (e.g. TikTok UGC challenges)
Tone and MessageOne-way message focused on family values or function (e.g. taste, affordability)Focus on lifestyle, identity, humour, and even social causes
ExamplesMRTV commercials, print ads in journalsFacebook reels featuring influencers cooking noodles in 15 seconds, often with branded filters or hashtags
MeasurementIndirect (e.g. assumed reach from TV slots)Data-driven targeting and metrics (clicks, likes, shares, sentiment)
Cultural ProductionCelebrity ads as product endorsementCelebrities and micro-influencers co-create branded content (Hackley & Hackley, 2015)
Advertising LogicLinear and controlled by the brandTranstextual and participatory (Hackley & Hackley, 2019; Jenkins, 2008)

Example of Recent Ad (Post-COVID)

During the 2022–2023 period, Yum Yum Myanmar launched a Facebook influencer campaign, where lifestyle bloggers demonstrated “lockdown recipes” using their noodles. These were short-form videos designed for mobile and featured user-generated content, interactive polls, and comment sections with emoji reactions.

This is radically different from the MRTV-era Wai Wai ads. While the older ad focused on mass reach, the new ads focus on engagement, personalisation, and peer-to-peer endorsement.

4. How Are They Different Conceptually?

  • Control of Narrative: Earlier ads were brand-controlled and professionally produced. Now, the narrative is often decentralised, created by influencers or consumers, making it more authentic but harder for brands to control.

  • Role of Technology: The rise of smartphones and 4G access in Myanmar around 2015–2018 enabled the shift from TV-centric to digital-first marketing strategies.

  • Crisis Response: Post-COVID ads reflect consumer consciousness (e.g. health, affordability, emotional well-being), while pre-COVID ads focused mainly on product benefits.

Conclusion

The evolution of instant noodle advertising in Myanmar from 1980 to the post-COVID era illustrates the transformation from broadcast-style persuasion to participatory cultural engagement. Older ads were simple, nostalgic, and emotionally direct; newer ads are fragmented, interactive, and shaped by convergence and data. While both types aim to connect with consumers, their methods, assumptions, and platforms differ fundamentally.

References

Hackley, C. and Hackley, R.A. (2015) ‘Marketing and the cultural production of celebrity in the era of media convergence’, Journal of Marketing Management, 31(5/6), pp. 461–477.

Hackley, C. and Hackley, R.A. (2019) ‘Advertising at the threshold: paratextual promotion in the era of media convergence’, Marketing Theory, 19(2), pp. 147–162.

Hackley, C. and Hackley, R.A. (2021) Advertising and Promotion. 5th edn. London: SAGE Publications.

Jenkins, H. (2008) Convergence Culture: Where Old and New Media Collide. New York: NYU Press.

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