A-Sha Dry Noodle is a Taiwanese noodle brand built on a 100-year-old legacy recipe from Tainan, in southern Taiwan. The company's distinguishing technical choice is a three-ingredient noodle — wheat, salt, water — finished with an 18-hour air-drying process that replaces the flash-frying step used in most mass-market instant noodles. The result is a cleaner, chewier noodle with noticeably lower fat content.
A-Sha Foods USA launched in California in 2015 as the brand's North American arm and has become one of the most visible specialty instant-noodle brands in mainstream US retail — with distribution through Target, Walmart, Costco, Whole Foods, H-Mart, Sprouts, Albertsons, and Amazon. A-Sha has made its name on high-profile licensing collaborations: the Hot Ones ramen noodle collection (launched 2024 with First We Feast, covering Taiwanese Tingly Pepper, Sizzling Chili Garlic, and Fiery Hot Tonkotsu), David Chang's Momofuku, BT21 (the BTS-inspired character brand from Line Friends), and Sanrio's Hello Kitty.
Each collaboration tends to pair A-Sha's signature air-dried wheat noodle with a distinctive sauce sachet, pushing the brand toward the "premium gift-able" end of the instant-noodle aisle rather than competing on price with the volume players.