BEIJING, Feb.23 -- The upcoming World Cup will likely boost Thailand's instant noodle market by 10 percent as hungry and sleepy Thai football fans watch it live with cups of quick, hot and cheap meals in hand.

    "The games will be broadcast live from Germany, which means Thai people will watch them from 9:00 p.m. to 3:00 a.m. and instant noodles are the most convenient food for Thai football fans," Kasikorn Research Center said in a report issued Tuesday.

    Kasikorn said the 64-match tournament, which kicks off in Germany in early June, is expected to lift the Thai instant noodle market by 10 percent to reach 11 billion baht (US$279.8 million) this year.

    "Also fast-food operators and 24-hour convenient stores, which sell many ready-to-cook foods, are likely to get windfalls," it said.

    But the research house added Thai instant noodle makers were facing stiff competition in the domestic market and said they should seek overseas markets to boost their sales.

    The World Cup will begin June 9 and end July 9.

    (Source: Shenzhen Daily/Agencies)