‘The Pakistani Vibe’: Inside the imagined worlds of renowned art director Hashim Ali

Special ‘The Pakistani Vibe’: Inside the imagined worlds of renowned art director Hashim Ali
Pakistani art director Hashim Ali gestures during an interview with Arab News at his studio in Lahore on May 27, 2025. (AN Photo)
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Updated 07 June 2025
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‘The Pakistani Vibe’: Inside the imagined worlds of renowned art director Hashim Ali

‘The Pakistani Vibe’: Inside the imagined worlds of renowned art director Hashim Ali
  • One of Pakistan’s most renowned Pakistani visual artists and art directors, Ali is known for creating visually stunning and intricate sets
  • Ali has worked on some of Pakistan’s biggest music videos and fashion shows, bringing centuries-old aesthetics to modern storytelling

LAHORE: Tucked away in a quiet lane in Pakistan’s cultural capital of Lahore, Hashim Ali’s studio feels less like a workspace and more like a time capsule from the Mughal era.

Large Persian rugs are spread out on the floors and ornate jharokhas overlook walls painted in beige and maroon and covered in wood panels and miniature paintings, creating a world suffused with nostalgia and opulence. Every corner of the studio reflects the vision of an art director who doesn’t just design sets but builds atmosphere. The space is both sanctuary and stage, where centuries-old aesthetics come vividly to life in the service of modern, visual storytelling.

One of Pakistan’s most renowned Pakistani visual artists and art directors, Ali is a Visual Communication Design graduate from the prestigious National College of Arts (NCA) institute in Lahore. Over the years, he has come to be known for his work in fashion, film, and music and is celebrated for his creative vision and attention to detail, particularly in creating visually stunning and intricate sets. His ability to blend historic grandeur with modern maximalism has won him several accolades over the years, including the Fashion Art Director award at the 2024 Hum Style Awards and the Pride of Performance Award in 2021.

In an interview with Arab News at his studio in Lahore’s posh Gulberg neighborhood, Ali, 34, said his passion for visual storytelling came from a history of childhood bullying.




This photo shows a generic view of Pakistani art director Hashim Ali’s studio in a quiet lane in Lahore. (AN Photo)

“When you are bullied, you have to make [up] stories, you have to read stories, so I would get lost in fairytales,” he said.

“I would just start imagining what this world is, what these people are, what is this fantasy that exists out of this world? It started from there.”

The stories he read, full of mythology and folklore, led him to start thinking about his identity as a Pakistani and a South Asian.

“Then I was like, ‘Why can’t we rebuild these memories and these spaces and these places?’”




Pakistani art director Hashim Ali speaks during an interview with Arab News at his studio in Lahore on May 27, 2025. (AN Photo)

Ali’s own studio is a recreation of spaces of the past, a Mughal court in miniature — crafted not from marble and sandstone, but from cardboard, fabric, and imagination. With hand-painted arches, makeshift jalis, and richly colored drapes, the space evokes the grandeur of a bygone empire while laying bare its theatrical artifice. The illusion is deliberate: a paper palace blurring the line between history and performance and reflecting South Asia’s enduring nostalgia for lost splendor and the way identity in the region is often reconstructed through fragments — of memory, of myth, of art.

What one then sees is not just a recreation of the past but a reinterpretation, inviting a dialogue between heritage and reinvention:

“If Hollywood can create all of this [set design] and we think as Pakistanis that we can’t do any of this, then we’re at fault. Because we did create the Taj Mahal. We did create the Lahore Fort … If we could do it then, we can do it now.”

“COMBINED MEMORY”

One of Ali’s most cherished creations was the set for the song “Pasoori,” the first Coke Studio number to hit one billion views on YouTube Music and the most searched song globally on Google in 2022, the year of its release.

Ali, the production designer and art director of the set, crafted it as a communal space, with the bohemian aesthetic of the set, characterized by vibrant colors and eclectic elements, complementing the song’s fusion of reggaeton beats with classical South Asian instruments like the rubab.




This photo shows a generic view of Pakistani art director Hashim Ali’s studio in Lahore. (AN Photo)

Ali describes the aesthetic as “the Pakistani vibe,” exemplified by a new generation that had grown up in the era of globalization and social media and was reclaiming public spaces and dressing up and conducting themselves in ways that merged their cultural heritage with contemporary elements.

“It’s so interesting that now when I’m sitting and I’m scrolling on Instagram or TikTok and I see these reels of girls wearing either ‘saris’ and ‘ghagras’ and they’re dancing in Lahore, in old Lahore,” Ali said.

But the project closest to Ali’s heart is hidden away in the winding, narrow streets of Lahore’s historic Gali Surjan Singh near Delhi Gate. It is a concept store, Iqbal Begum, imagined as a tribute to his late dadi or grandmother, a mathematics teacher who passed away in 2014.

The store has been built in a centuries-old home that Ali rented from a woman who has lived there before the partition of India in 1947 and the creation of Pakistan. The walls are adorned with framed pictures of Iqbal Begum and the shop strewn with things that belonged to her, including old table clocks and dial phones and a tub of Nivea cream, a bottle of Oil of Olay lotion, and a coin purse framed together.




Photo frames of Pakistani art director Hashim Ali’s grandmother hang on one of the walls of his studio in Lahore. (AN Photo)

Ali remembered growing up surrounded by the stories his grandmother told him, including about the violence of the partition.

“She told me a story about how she lost her favorite pen and our house was burned down in front of her eyes and the sense of belonging started happening,” Ali said.

“From that story, this thing of holding on to objects, holding on to people, holding on to stories became very important.”

The concept store is thus not only a way to tell the story of Iqbal Begum but also to create shared memories.

“So, for me, every time I tell a story, I’m passing on my memory to someone else, and when they go and tell someone, in a way, it’s almost like my dadi is still alive,” Ali added.




Pakistani art director Hashim Ali gestures during an interview with Arab News at his studio in Lahore on May 27, 2025. (AN Photo)

And the process is two-way, because people show up with their stories also and can connect with the items they see in the store: “Then it becomes like a combined memory.”

Ultimately, it all connects back to the idea of Pakistan for Ali and to preserving its national, personal and collective histories into tangible, emotionally resonant experience.

“I kind of equated it to the bigger grandparent or the larger mother, which is Pakistan, that slowly, slowly all these amazing things that Pakistanis and Pakistan has done, we’re slowly letting them fade away,” he said.

“The idea from this dadi telling stories to a child has become about this child telling those stories or trying to tell those stories to the world and saying, ‘Hey, we’re Pakistan and we’re a beautiful country and we do all these things apart from what you’re used to hearing about.’.”


Bella Hadid poses for Chopard

Bella Hadid poses for Chopard
Updated 05 July 2025
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Bella Hadid poses for Chopard

Bella Hadid poses for Chopard

DUBAI: US Dutch Palestinian supermodel Bella Hadid is no stranger to Chopard, having worn the luxury jewelry house’s creations on numerous red carpets over the years.

This week, the brand shared new campaign images of Hadid wearing pieces from its high jewelry collection ahead of Paris Couture Week.

In one of the images, Hadid wears a diamond necklace featuring a large yellow gemstone at its center. In another, she wears a coordinated jewelry set consisting of sapphire and diamond drop earrings, matching necklace, and a statement ring.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chopard Official (@chopard)

“@BellaHadid embodies the essence of High Jewelery — radiant, refined, unforgettable. A tribute to timeless glamor ahead of Paris Couture Week,” the brand wrote on Instagram.

The model’s collaboration with Chopard began in 2017 when she became one of the faces of the brand’s high jewelry collections. Since then, she has appeared in several campaigns and has worn Chopard pieces at major international events, including the Cannes Film Festival, Met Gala, and Paris Fashion Week.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chopard Official (@chopard)

Hadid has had a busy summer. In June, with the help of close friends, she expanded her beauty brand Orebella with a range of accessories.

The model and entrepreneur teamed up with Wildflower Cases co-founders Sydney and Devon Lee Carlson to launch a limited-edition collaboration featuring two new products: an iPhone case and a “scentable wristlet.”

Hadid took to Instagram to announce the launch, writing: “Feeling like the luckiest girl in the world to be able to be creative with my beauty boss sisters. Life is beautiful when we have the opportunity to watch our friends winning. So proud of you two. So proud of our teams. So proud of us. Love you all — thank you for bringing this vision to life.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bella (@bellahadid)

“Cases ANDDDD our most special scented wristlets to keep the Orebella scent of your choice on you at all times! Been wanting to make this accessory for a while, had the idea for scented bracelets and wristlets, and my sisters pulled it all together for us,” she added.

In June, Ulta Beauty, one of the largest beauty retailers in the US, awarded Orebella its “conscious brand of the year” title, highlighting the label’s ethical practices and sustainable packaging.

Hadid announced the news on Instagram, saying: “Thank you to our Ulta Beauty family for recognizing our commitment to creating a healthy daily ritual for all.”


US Qatari Sophia Al-Maria wins 2025 Frieze Artist Award 

US Qatari Sophia Al-Maria wins 2025 Frieze Artist Award 
Updated 05 July 2025
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US Qatari Sophia Al-Maria wins 2025 Frieze Artist Award 

US Qatari Sophia Al-Maria wins 2025 Frieze Artist Award 

DUBAI: US Qatari artist and writer Sophia Al-Maria has been announced as the recipient of the 2025 Frieze Artist Award, one of the art world’s most highly anticipated annual commissions. 

The award is part of Frieze London, a leading international art fair that will return to Regent’s Park from Oct. 15-19, bringing together more than 280 galleries from 45 countries.

Presented in partnership with Forma, the award supports early- to mid-career artists in debuting new works. This year, Al-Maria will perform “Wall Based Work (a Trompe LOL),” a live stand-up comedy show held daily inside the fair tent.

Based in London, Al-Maria works across drawing, collage, sculpture, film and writing. (Supplied)

The work marks Al-Maria’s first attempt at stand-up, in which she will blend sharp humor with her long-standing interest in mythology, empire and pop culture.

“In partnership with Forma, we are proud to continue supporting artist-centered programming,” said Eva Langret, director of Frieze EMEA. “Al-Maria’s debut stand-up promises a collective experience exploring vulnerability, creativity, shared anxieties and LOLs.”

Sophia Al-Maria, ‘Mothership,’ 2017. (Supplied)

Meanwhile, Chris Rawcliffe, artistic director at Forma, said: “By wielding humor as a tool for survival, Al-Maria not only provokes reflection but actively reshapes the cultural conversation … Al-Maria is more than an artist and critic, she is a catalyst for change, and an indispensable voice in both the art world and the wider social landscape.” 

Al-Maria’s proposal was selected by a jury of leading industry professionals, including curator and museum consultant Lydia Yee and the artistic director of exhibitions at Ikon Gallery, Melanie Pocock, artistic director of exhibitions at Ikon Gallery, as well as Langret and Rawcliffe.

Based in London, Al-Maria works across drawing, collage, sculpture, film and writing. Her practice is unified by a focus on storytelling and mythmaking, often reimagining histories and envisioning speculative futures. Her work has been shown at major institutions and biennales, including the Gwangju Biennale, the New Museum and Whitney Museum in New York, the Venice Biennale, and Tate Britain.


Inside the Saudi 100 Brands showcase in Paris 

Inside the Saudi 100 Brands showcase in Paris 
Updated 04 July 2025
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Inside the Saudi 100 Brands showcase in Paris 

Inside the Saudi 100 Brands showcase in Paris 
  • A closer look at the 11 Saudi designers who exhibited during Paris Fashion Week last month

PARIS: During Paris Men’s Fashion Week last month, the Saudi 100 Brands showcase by Tranoï took over the fifth floor of the LVMH-owned La Samaritaine department store in the French capital. Eleven Saudi designers showcased their creativity in an initiative from the Saudi Fashion Commission. 

The top floor of the iconic address, with its historic peacock-mosaic frieze, Gustav Eiffel wrought-ironwork, and spectacular glass ceiling provided the perfect setting for the originality and exuberance of the young designers presenting their craftsmanship and heritage.  

Visitors at the Saudi 100 Brands showcase in Paris. (Supplied)

Burak Cakmak, CEO of the Fashion Commission of Saudi Arabia, said: “Saudi Arabia is a fantastic hub of talent and expertise. This showroom at La Samaritaine represents a major opportunity for Saudi designers to showcase their collections during Paris Fashion Week. It is also a powerful way to strengthen ties between the Saudi Fashion Commission and international fashion players, including Tranoï.”  

Here, we run down the 11 brands on show. 

1886 

Saudi streetwear brand 1886 on display in Paris. (Supplied)

Launched in 2016, 1886 was Saudi’s first premium streetwear brand. Renowned for its quality denim, the brand launched T-shirts this year featuring Jeddah, Al Ula and Abha to celebrate its Saudi heritage. Co-founder Fahad Aljomiah has a “Designed in KSA” sign on his office wall as a daily inspiration for his team. “We have the talent, knowledge, taste and willingness to work hard to set the industry standard, to put KSA definitely on the international fashion map,” he told Arab News.  

REBIRTH 

Tala Abukhaled launched her eco-friendly luxury resortwear label three years ago, to breathe new life into Saudi artistic craftsmanship and cultural traditions. “My clients tend to be people who love to travel, they’re adventurous, free-spirited and eco-conscious,” she said. One of Abukhaled’s recurring motifs is the integration of raffia made from palm fronds, and woven into macramé detailing. Her palette for her latest collection — Resort 25 — is neutral sand, with hot pink, tangerine orange and olive green. 

AWAKEN 

“Our slogan is ‘Open your eyes.’ We want to encourage people to wake up to their life, not to live in a virtual world,” said Khalid Almasoud, founder of the Riyadh-based streetwear brand. The brand’s logo is jaquard woven or serigraphed onto many of their pieces.  

WAAD ALOQAILI COUTURE 

Each intricate creation of this label — founded in 2019 by sisters Waad and Ahlam Aloqaili —  is strongly rooted in Saudi tradition, crafted with emotional elegance and cultural depth, with the goal of empowering women. Aloqaili’s hand-beaded teal and emerald mermaid gown with short train stole the show. 

ELEVEN 

Fusing innovation with comfort, the collection from this Riyadh-based label — bold, distinctive and contemporary —was entirely produced in Saudi, reflecting a strong local identity ready to be exported to the wider world. 

HAJRUSS 

Hajruss is a contemporary streetwear label fusing innovation and craftsmanship in its creations. The brand combines modernity and tradition, with particular attention to detail and high-end materials. “Each collection is a dialogue between heritage and innovation — where clothing becomes a medium for storytelling,” the catalogue for the showcase stated. 

MIRAI 

Mirai co-founders Abdulrahman Tarabeh (L) and Omar Shabra. (Supplied)

Mirai means ‘future’ in Japanese. The label fuses Saudi culture, style and energy with Japanese minimalism and attention to detail. “We chose the name Mirai because we believe that timelessness is the future,” said co-founder Abdulrahman Tarabeh. “We don’t follow trends, we don’t follow any fashion calendar; whatever we enjoy making, we make. With Omar (Shabra, his co-founder), we want to create a community where people can tell their personal stories through their clothes.’ Tarabeh pointed out a white jacket with tiny brown dots, “This is one of our signature designs. We sourced the fabric from Tuscany, Italy, and it’s coffee-washed,” he said. “The buttons are engraved with Sakura, Japanese cherry blossom.”  

RAZAN ALAZZOUNI 

With a background in sculpture and fine arts from Tufts University, Razan Alazzouni is known for “blending art, femininity, and craftsmanship” in her designs, which are “sculptural, delicate, and timeless” and “celebrate soft glamour and Saudi heritage through refined, handcrafted pieces made in her Riyadh atelier,” according to the catalogue.  

RBA 

Founded in 2017 in New York City, this “cross-cultural Saudi fashion brand” merges bold design, premium quality, and urban aesthetics to create unique streetwear pieces. “Each design is more than clothing — it’s a story woven with symbolism, culture, and modern elegance,” the catalogue stated. “RBA creates pieces that celebrate diversity, sustainability, and artistic expression.” 

REEM ALKANHAL 

Designer Reem Alkanhal in front of her eponymous label's collection. (Supplied)

This label designs clothing for women who like to express their femininity with simple elegance. The Sword collection, created for the show, “reflects this vision — merging traditional symbolism with modern sophistication for the confident, contemporary woman,” according to the catalogue. 

YASMINA Q 

Yasmina Q is a comtemporary womenwear label that seeks to create positive change through working mindfully with local communities, with a focus on knitwear. “We’re very focused on sustainably. I’m based in Saudi, we source our yarn from Italy and produce in London. Each piece we produce has zero waste,” said founder Yasmina Qanzal.  


Saudi luxury brand Lavish Concepts opens London atelier 

Saudi luxury brand Lavish Concepts opens London atelier 
Updated 04 July 2025
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Saudi luxury brand Lavish Concepts opens London atelier 

Saudi luxury brand Lavish Concepts opens London atelier 

LONDON: On June 26, the luxury lifestyle brand Lavish Concepts, founded by Saudi businesswomen Nada Altobaishi and Hala Al-Sharekh, opened an atelier in Chiswick, London.  

Described as “a slow, salon-style shopping experience,” the atelier showcases a carefully curated selection of fashion, jewelry and objets d’art that blend artisanal skill, cultural heritage and contemporary design. It is the first permanent home for Lavish Concepts, which has previously only staged temporary pop-ups in the UK capital. 

“We wanted to reframe how people experience luxury: less noise, more nuance,” Altobaishi tells Arab News. “The Chiswick Atelier captures that in every detail. It’s not about volume; it’s about storytelling and voice.” 

 Lavish Concepts' co-founders Nada Altobaishi and Hala Al-Sharekh in their new London atelier on its launch night. (Supplied/Naela El Assad)

Nine Saudi brands are featured, including Dalsh Designs, Herfah, Yarakech, and Qormuz. The wider lineup also includes products from brands originating in the UK, US, UAE, Oman, Morocco and Jordan. 

“Each selection is deeply intentional. With the Saudi brands, we looked for designers who are redefining heritage — not discarding it — and reworking it into something unapologetically current and wearable,” Al-Sharekh, officially designated as Lavish Concepts’ “brand visionary,” says. 

Positioning Lavish Atelier as a “slow, salon-style” space rather than a conventional boutique was a deliberate decision on the part of its founders. 

“The stories behind these pieces and our partner brands deserve more than a passing glance,” says Altobaishi. “We wanted a space that encourages pause; a place where conversation and great craftsmanship are given equal weight.” 

The pair’s Saudi identity shapes every element of the atelier, says Al-Sharekh. “From the aesthetics to the hospitality, the way we curate is always filtered through a very Saudi sense of meaning and memory.” 

So far, Lavish Concepts has yet to stage an event in Saudi Arabia, but plans are in place to do so within the next 18 months, the founders say. 

Meanwhile, they hope that visitors to this new permanent home in London will walk away with a deeper appreciation of the craftsmanship and cultural richness behind each piece. 

“This isn’t just an event, it’s an invitation to participate in the Lavish lifestyle. We hope people leave feeling like they’ve stepped into a slower, more considered rhythm, one that stays with them well beyond the double doors,” Altobaishi concludes. 


Recipes for Success: Dubai’s Dragonfly Head Chef Biman Rai talks clarity and craftsmanship 

Recipes for Success: Dubai’s Dragonfly Head Chef Biman Rai talks clarity and craftsmanship 
Updated 04 July 2025
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Recipes for Success: Dubai’s Dragonfly Head Chef Biman Rai talks clarity and craftsmanship 

Recipes for Success: Dubai’s Dragonfly Head Chef Biman Rai talks clarity and craftsmanship 

DUBAI: For Sri Lankan chef Biman Rai, the kitchen has always been more than a workplace — it’s where memory, culture, and tradition come together. In his childhood home, he says, food was “both ritual and a form of storytelling.” His earliest inspiration came from his grandmother, whose sunrise spice-grinding sessions laid the foundation for his culinary career. 

Inspired by the women in his family, Rai set out to become a professional cook. He has worked in kitchens across the Middle East, and says he was particularly influenced by Japanese and pan-Asian cuisines. “The respect for detail, for balance… it aligned perfectly with how I saw the world,” Rai tells Arab News. 

Now, as head chef at pan-Asian restaurant Dragonfly in Dubai, Rai is bringing that vision to life.  

“What makes us unique isn’t just the food, it’s the feeling. We honor the spirit of Japanese and pan-Asian cuisine while giving it a bold, modern twist,” he says. “There’s finesse, but also a quiet rebellion in the flavors and plating. It’s about creating impact through precision and personality.” 

When you started out professionally, what was the most common mistake you made? 
Trying to do too much. I believed more was more — more components, more garnishes, more flair. I’ve learned that restraint is power. Now, I focus on clarity and intention in every dish. 

 

What’s your top tip for amateur chefs at home? 
Taste as you go — and trust your palate. Recipes are guides, but your instinct is the real compass. Also, don’t underestimate the power of acid. A squeeze of citrus can bring a dish to life. 

 

What one ingredient can instantly improve any dish — and why? 
Yuzu. It’s electric. Just a few drops can brighten a dish, elevate aroma, and add that perfect high note without overpowering the core flavors. It’s subtle, but transformative. 

 

When you dine out, do you find yourself critiquing the food?  
It’s second nature, yes. But not in a negative way; I pay attention.  

 

What’s the most common issue you notice? 

Lack of harmony — flavors fighting each other instead of working together. Also, when the service doesn’t match the ambition of the kitchen, the experience falls flat. Great dining is holistic. 

 

What’s your favorite cuisine to eat? 
Italian and Japanese. They both celebrate ingredients, not just technique. A perfect bowl of ramen or a plate of cacio e pepe — both are about balance, soul, and simplicity done well. 

 

What’s your go-to 20-minute meal to cook at home? 
A miso-marinated salmon with steamed rice and quick-pickled cucumbers. It’s comforting, fast, and packed with umami. Plus, it gives you that sense of a complete meal without needing much time or effort. 

 

What customer request most annoys you? 
When guests try to reinvent the dish at the table with endless modifications. I fully respect dietary needs, but there’s a difference between adjusting and redesigning. Every dish is built to tell a story; the best experience comes when you trust that process. 

 

What’s your favorite dish to cook? 
Nigiri sushi. It’s pure craftsmanship. You’re working with just a few elements — rice, fish, soy, wasabi — but every detail matters. It’s the kind of dish that keeps you humble and sharp, no matter how long you’ve been cooking. 

 

What’s the hardest dish to perfect? 
Ramen. It’s deceptively hard. The broth alone is a science — depth, clarity, timing. Then you have the noodles, the toppings, the balance of fat and acid. One small misstep and the entire bowl is off. 

 

What kind of head chef are you? Strict? Calm? Loud? 
Calm, always. Precision doesn’t require shouting. I lead by consistency, clarity, and presence. I believe a composed kitchen is a creative kitchen. My team knows I expect high standards, but also that I support them fully in achieving it. 

 

RECIPE: Assorted vegetable stir-fry noodle

INGREDIENTS

Any long noodle 100g

Olive oil 15ml

Finely chopped garlic 5g

Black pepper powder 1g

Thinly-sliced mix vegetables 60-70g

Tonaktsu sauce 20g

Light soy sauce 40g

INSTRUCTIONS

Boil water in a pot and cook 100g of any child noodle until just done (follow package instructions for time. Drain and rinse with cold water to stop cooking. Set aside with a drizzle of oil to prevent sticking.

Stir-fry the vegetables:

Heat 15ml olive oil in a wok or large saute pan over medium-high heat. Add 5g finely chopped garlic and sauté until fragrant (about 15–20    seconds). Add white onion julienne and stir for 1 minute until slightly soft. Add 60–70g of mixed vegetables (can include carrots, bell peppers, cabbage, zucchini, broccoli, etc. whatever available

Stir-fry for 2–3 minutes until vegetables are cooked but still crisp.

Season and Combine Add 1g black pepper powder and toss to coat.

Add cooked noodles to the pan and stir well. Add Sauce and Finish

Pour in the noodle sauce mixture:  and add 20g Tonkatsu sauce

40g Light soy sauce Toss everything together over high heat until noodles are fully coated and heated through (1–2 minutes).

Adjust seasoning if needed.