Brazil is the largest instant-noodle market in South America, a category defined almost single-handedly by Nissin Lámen. Nissin Foods do Brasil was established in 1965 and launched Miojo (an adaptation of the Japanese word "myōjō") as the first domestic instant noodle — a product that became so successful that "miojo" is now the generic Brazilian-Portuguese word for instant noodles regardless of brand.
Nissin's Brazilian catalogue is extensive and heavily localised, with Brazilian-specific flavours including Galinha Caipira (free-range chicken), Carne com Cebola (beef with onion), Costela (ribs), Quatro Queijos (four cheeses), Bacon, and Strogonoff. Ajinomoto-owned Sazón (acquired from Nissin in 2014) is the secondary player. Maggi-branded Nestlé products and imports including Indomie and Mama have smaller but growing distribution.
Brazilian instant-noodle consumption is one of the highest per-capita in the Americas. The product is particularly embedded in Brazilian student life and in workplace lunch culture, and — like Pot Noodle in the UK and Maruchan in Mexico — has developed a genuine informal-food-ritual identity independent of its Japanese origins.