“Indomie Seleraku”, Said New Jeans

Hey foodies and K-pop fans! Get ready for an exciting fusion of flavors and music because Indomie, the globally beloved instant noodle brand, has teamed up with none other than K-pop sensation NewJeans! Announced on October 31, 2024, this collaboration marks a significant cultural and marketing milestone, introducing NewJeans as Indomie’s global brand ambassadors and launching the lively campaign called “Oh My Good! It’s Indomie.” Let’s dive into the delicious details of this partnership!

The Collaboration: Indomie x NewJeans

Announcement

On that fateful October day, Indomie officially rolled out the red carpet for NewJeans, naming them their global brand ambassadors. This partnership came with a brand-new ad campaign that showcases three exciting Korean-inspired flavors: Spicy Ramyeon, K-Rose, and Fiery Chicken. The ad features the members of NewJeans enjoying their noodles in a fun, live-stream-like setting while singing the catchy jingle, “Indomie, seleraku.” Honestly, who wouldn’t want to join in on that fun?

Campaign Goals

The primary goal of this collaboration is to capture the hearts of Gen Z audiences worldwide. By leveraging NewJeans’ immense popularity and youthful energy, Indomie aims to stay relevant with younger generations while expanding its global market presence. It’s a savvy move that combines two powerhouse brands into one exciting campaign!

Key Features of the Campaign

New Korean-Inspired Flavors

Let’s talk about the star of the show—the new flavors! Here’s what you can expect from this tasty collaboration:

1. Spicy Ramyeon:
   • This isn’t your average instant noodle. It’s a Korean-style spicy mushroom soup-flavored noodle that hits all the right notes with savory and refreshing flavors. The wide and chewy noodles provide an authentic ramyeon experience that you won’t want to miss!
2. Fiery Chicken:
   • Inspired by the beloved Korean fried chicken, this flavor combines spicy, sweet, salty, and savory elements that create an irresistible aroma. It’s the perfect comfort food for those late-night cravings!
3. K-Rose:
   • For those who enjoy a creamy and spicy kick, this rose sauce-flavored noodle is topped with sesame seeds, delivering a rich and satisfying taste that will have you coming back for more.

Marketing Strategies

Indomie is pulling out all the stops with this campaign! Here are some of the marketing strategies they’ve implemented:

• TV commercials and LED billboard displays in key locations, such as Kuala Lumpur’s Pavilion and Fahrenheit88, are sure to grab attention.
• Social media engagement is a big part of the campaign, with fans encouraged to use the hashtag #OhMyGoodItsIndomie.
• To kick things off, exclusive video greetings from NewJeans members—Minji, Hanni, Danielle, Haerin, and Hyein—were shared across various digital platforms, giving fans a personal touch.

Fans worldwide are also encouraged to share their Indomie experiences on YouTube, Instagram, and Facebook, making it a truly interactive campaign!

Why NewJeans?

Global Appeal

NewJeans has taken the music world by storm with their modern sound and captivating visuals, making them the perfect fit for this collaboration. Their global fanbase isn’t limited to South Korea; they resonate with audiences around the world, making them an ideal choice for a campaign aimed at a broad audience.

Brand Alignment

Axton Salim, Director of PT Indofood CBP Sukses Makmur Tbk—Indomie’s manufacturer—expressed that NewJeans’ fun and energetic personality aligns perfectly with Indomie’s uplifting character. Plus, this partnership marks Indomie as the first Southeast Asian brand to collaborate with NewJeans, setting a precedent for future cross-cultural collaborations!

Cultural and Market Impact

Indomie’s Global Reach

Indomie has been a household name in over 100 countries for more than 50 years. It’s ranked as “The Most Chosen Instant Noodle Brand in the World” and “The Most Chosen Halal Instant Noodle Brand in the World” according to Kantar’s Brand Footprint report (2024). For eight consecutive years, it has remained among the top three most chosen food brands globally. Talk about impressive!

Cross-Cultural Collaboration

This partnership beautifully bridges cultural gaps by fusing Indonesia’s iconic food brand with South Korea’s global music phenomenon. It reflects a growing trend of cross-industry collaborations between food brands and entertainment icons, all aimed at attracting younger consumers.

Social Media Buzz

As soon as the ad dropped, social media went wild! Terms like “Indomie,” “NewJeans,” and “Minji” trended on platforms like X (formerly Twitter). Fans showered the collaboration with praise for its creativity and were thrilled to see NewJeans step into the ambassadorial role. The excitement is palpable, and the noodles are flying off the shelves!

Conclusion

The Indomie x NewJeans collaboration is more than just a marketing campaign; it’s a fusion of culture, flavor, and music that speaks to the younger generation. With its vibrant flavors, innovative campaign strategies, and focus on Gen Z audiences, this partnership not only strengthens Indomie’s global presence but also reinforces NewJeans’ status as cultural icons across industries.

So, whether you’re a die-hard K-pop fan, a noodle lover, or just someone looking to try something new, keep an eye out for this exciting collaboration! What do you think of the flavors? Are you ready to dive into a bowl of Spicy Ramyeon or K-Rose? Let us know your thoughts in the comments below!

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