Yum Yum is the Thai instant-noodle brand of Wan Thai Food Industry Co., Ltd., which launched in 1971 as Thailand's first instant-noodle manufacturer. A joint venture with Japan's Ajinomoto Co., Inc. was formed in 1972, giving Yum Yum access to Japanese technical expertise in noodle processing and seasoning formulation.
The brand's most-cited innovation is its cup-noodle format with a single "seasoning cube" — a compressed block that combines the usual separate oil and powder sachets into one — reducing packaging waste and speeding up preparation. The cup line remains a fixture of Thai convenience stores. Flagship flavours lean heavily Thai: Tom Yum, Chicken, Shrimp, Pad Kee Mao, Green Curry, and Jumbo Minced Pork.
Yum Yum is one of Thailand's top two instant-noodle brands alongside MAMA, holding roughly 20–21% of the Thai market as of 2019. Exports reach more than 60 countries across Europe, Asia, Australia, and New Zealand, where Yum Yum is typically positioned alongside MAMA and Wai Wai as the Thai instant-noodle trio on Asian grocery shelves.