Brand Story

Jinyaju was founded from a story of a bowl of noodles.

It tells of a warm-hearted and inspirational story between a married couple restaurant owners and a family of a mother and two sons. In the story, the mother just lost her husband who left her with a huge debt and needed to raise the two sons all by herself. During the hardship, they could only celebrate New Year’s Eve by sharing just one bowl of noodles, which turned out to be the most satisfying meal they had all throughout the year.
When the mother entered the noodle restaurant, dressed in an old-fashioned plain coat with her two sons clinging to her side, the restaurant owner and his wife immediately discovered that the three guests weren’t rich, especially when they only ordered one bowl of noodles, which confirmed what the owners thought of them. The restaurant owner decided to add two more dough of noodles so that the family could have enough to eat. This act of random kindness was indeed a timely help to the mother and the two sons.
The mother even encouraged and appreciated her two sons, thanked them for studying hard while still sharing household work, for them to still be positive about their future. The two sons also thanked their mother for her hard work. The restaurant owners were deeply touched after hearing the conversation of the three guests, hence they decided to learn from the family, to encourage more people to have positive thinking.

The story of positive thinking of the family and the warm-hearted restaurant owners who decided to share their kindness to those in need was exactly the spirit of Jinyaju.

Our brand concept from the inspiring story --- for all of you to enjoy the worldwide ingredients, while the bowl of noodles warms you all through within the body.

We started from the spirit of “the one bowl of noodles”, keep the food quality as our first priority, and we hope that we could call on to those who love noodles to pass on the kindness.