--- title: "KE MING FOOD plays with \"handmade\" tricks, the edge of the wind blows towards hanging noodles" type: "News" locale: "en" url: "https://longbridge.com/en/news/287690379.md" description: "KE MING FOOD was named by CCTV for misleading consumers with its \"Chen Keming Handmade\" noodles, leading to the removal of the product from shelves. The trademark will be canceled in 2025, but the company continues to sell the products. KE MING FOOD has announced the cessation of production of related products and will rectify the packaging. Other brands such as Jinshahe and Jinmailang have also come under scrutiny for similar issues, highlighting the abuse of labels like \"handmade\" in the industry" datetime: "2026-05-26T23:47:09.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/287690379.md) - [en](https://longbridge.com/en/news/287690379.md) - [zh-HK](https://longbridge.com/zh-HK/news/287690379.md) generator: "portal-rs" --- # KE MING FOOD plays with "handmade" tricks, the edge of the wind blows towards hanging noodles KE MING FOOD has sold "Chen Ke Ming Handmade" noodles for several years and has finally faced regulatory penalties—recently named by CCTV, leading to product removal from shelves. In fact, in October 2025, the "Chen Ke Ming Handmade" trademark was legally canceled by the competent authority, but this package of noodles continued to be sold for more than half a year until the company recently announced the cessation of production and removal from shelves. This is not an isolated case; brands like Jinshahe and Jinmailang have also been found by netizens to use terms like "handmade" or "hand-pulled," allegedly misleading consumers. For a long time, "handmade" has been a symbol of traditional craftsmanship, but when tied to industrial noodles, it has become a gimmick for low-cost marketing. Trademark Evasion Becomes Common Five years ago, KE MING FOOD obtained the trademark registration certificate for "Chen Ke Ming Handmade" in Class 30 for convenience foods, allowing legal use on the packaging of nine categories of products, including tea, snacks, noodles, condiments, and dumplings. Since then, the company's "handmade" noodle products have appeared on supermarket shelves. In October 2025, the national trademark authority declared the trademark invalid ex officio. However, "Chen Ke Ming Handmade" noodles did not immediately disappear from the market. On May 24 this year, CCTV's "Weekly Quality Report" pointed out that "Chen Ke Ming Handmade" noodles were playing tricks with their trademark, allegedly misleading consumers. The next day, KE MING FOOD (002661.SZ) publicly announced that it would stop producing and selling noodle products with "handmade" related descriptions and would rectify the packaging, promotional content, and dissemination materials of related products. The withdrawal of noodle products with "handmade" packaging from the market was not due to product quality issues, but because the term "handmade" is easily misleading to consumers. For a long time, the method of making handmade noodles has represented traditional craftsmanship and conveyed the taste of home, but in recent years, it has been frequently misused in trademarks and product promotions. Recently, netizens discovered that Jinshahe noodle products also featured the "handmade" label; Jinmailang's "hand-pulled" noodles were also questioned by consumers, and the company promptly clarified that it would no longer use that trademark and has voluntarily canceled the "hand-pulled" trademark. In fact, the noodle industry is not only plagued by the overuse of "handmade"; labels like "ancient method" and "authentic" are also rampant, and the tricks played at the product level are endless. In early May this year, the China Food Safety Network investigated the egg noodle products of four major brands: Jinshahe, Chen Ke Ming, RT-Mart, and Zhongyu, and found that the added egg content was at an extremely low level. Among them, the egg powder content in Chen Ke Ming's egg dragon whisk noodles and Jinshahe's original flavor egg noodles was only 0.5‰ and 0.2‰, respectively, turning "egg noodles" into a marketing gimmick. Noodle Consumption Shrinks The prevalence of "evasion" marketing in the noodle industry is fundamentally due to the slowdown in industry growth, which has amplified corporate operational anxiety. According to Zhiyan Consulting data, by 2025, the domestic noodle market size is expected to be about 68 billion yuan, while the instant noodle market size is 1.6 times that. Some institutions predict that the growth rate of the noodle market will slow to the range of 3%-5% in recent years, with the industry entering a structural adjustment period characterized by reduced volume and increased prices The recent surge in popularity of dried noodles occurred during the special three-year period, becoming one of the essential staple foods for family reserves, which temporarily boosted sales. After the market order was restored, the demand for home staple foods and instant meals declined, leading to a slowdown in the overall growth rate of the dried noodle category. Under the influence of consumption upgrades, the consumer side has shifted towards high-value-added products, compounded by the rise of food delivery, instant retail, and the abundance of alternatives such as pre-prepared dishes, further weakening the daily necessity attribute of dried noodles. In this market context, the dried noodle industry has low entry barriers and excess upstream capacity, resulting in intensified competition. According to statistics from the Noodle Products Branch of the Chinese Institute of Food Science and Technology, in 2024, the average price of products from 24 dried noodle companies is 5.59 yuan/kg, a year-on-year decrease of 2.27%. KE MING FOOD is the leader in the dried noodle industry and the only listed company in the sector, with its data reflecting a small part of the industry's iceberg. From 2023 to 2025, the company's "noodle" sales are expected to drop from 494,800 tons to 422,900 tons, while revenue is projected to decline from 2.734 billion yuan to 2.363 billion yuan during the same period. The industry leader is attacking from all sides The cooling of the dried noodle market is due not only to external market factors but also to product aging and severe homogenization, which are core reasons. For a long time, the mainstream product forms of dried noodles have been thin noodles, wide noodles, and flat noodles. Later, by adding ingredients such as eggs, various flavored dried noodle products were derived. Essentially, it is still the same old story, with some ingredients added to transform into a certain flavored dried noodle, allowing companies to achieve higher pricing and enhance product premiums. According to statistics from the Noodle Products Branch of the Chinese Institute of Food Science and Technology, leading companies are currently shrinking low-value-added and homogenized products while focusing on mid-to-high-end products. KE MING FOOD has seized this opportunity, recently promoting its Huaxia Soft Noodle products to enter the high-end market. In a investor relations event last September, the company stated that it would continue to deepen its focus on high-end dried noodle products, establishing competitive barriers for soft noodles, and striving for a revenue share of high-margin products exceeding 55%. However, the market promotion period and penetration cycle for new dried noodle products are long, and whether they can boost sales in the short term remains uncertain. At the same time, the company is attempting to build a food ecosystem around its dried noodle business. In 2017, it acquired Wugu Daocang to enter the convenience food sector; in 2023, it acquired Aksu Xingjiang Muge Food to layout the pig farming industry; and it has also opened a physical noodle restaurant in Changsha. Various signs indicate that the company is trying to mitigate the risks of its main dried noodle business through business integration. However, things often do not go as planned. The instant noodle business is under pressure from the two giants "Kang Tong," and the cross-industry pig farming has encountered continuously declining pig prices. In 2025, KE MING FOOD recorded operating revenue of 4.328 billion yuan and a net profit attributable to the parent company of 92 million yuan, representing year-on-year declines of 5.22% and 36.77%, respectively ### Related Stocks - [002661.CN](https://longbridge.com/en/quote/002661.CN.md) ## Related News & Research - [CBOT Trends-Wheat down 8-11 cents, corn down 1-2 cents, soy down 5-7 cents](https://longbridge.com/en/news/296922711.md) - [Soiltech board-linked Pharos Invest buys shares worth NOK 400,000](https://longbridge.com/en/news/297011333.md) - [Kona BidCo Tightens Control of Zalaris With Increased Shareholding](https://longbridge.com/en/news/296951165.md) - [Kona BidCo raises Zalaris stake to 87.36% after buying 1,621 shares at NOK 100 each](https://longbridge.com/en/news/296948768.md) - [US Cocoa Futures (COCOA-F) Is up 2.23% on Aug 26: What Changed in Supply and Demand?](https://longbridge.com/en/news/297041289.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**