I was amazed when I was told by a friend that there is an outlet in Penang serving “the best mee goreng” she has ever tasted. Now, we all know that “best” is subjective but the curiosity levels tripled when I found out that it is the “jiao sai” mee goreng. The hokkiens would know what that means but if you don’t understand Hokkien then let me translate for you. “Jiao siao” is literally “bird shit”. The fact that this particularly distasteful branding actually works in their favour is astonishing. We are literally associating shit and glorious (so they claimed about this mee goreng) food directly in this case and people actually find that acceptable?