Set to Amplify Indomie’s Appeal Across More Than 100 Countries
Legendary instant noodle brand, Indomie, has enlisted K-pop sensation NewJeans as its first-ever global brand ambassador in a new “Oh My Good! It’sIndomie” campaign, aimed at winning over a younger, international audience.
This dynamic partnership represents a powerful cultural fusion between a Southeast Asian staple and one of K-pop’s fastest-rising girl groups, set to amplify Indomie’s appeal across more than 100 countries.
A Winning Combination for Global Tastes
As one of the Top Three Most Chosen Food Brands in the world for eight years running — and hailed as both the Most Chosen Instant Noodle Brand and the Most Chosen Halal Instant Noodle Brand in Kantar’s 2024 Brand Footprint Report — Indomie is no stranger to being a household name.
However, partnering with NewJeans is a fresh strategy to keep pace with an ever-evolving, digitally engaged youth market.
“NewJeans’ music and personality, which resonate widely across K-pop fans and a global audience, are a perfect match for Indomie’s fun, energetic brand character,” said Axton Salim, Director of Indomie’s parent company, PT Indofood CBP Sukses Makmur Tbk (ICBP).
“This collaboration is an important step for Indomie to expand our global market and stay relevant with the dynamic young generation.”
From LED Billboards to Digital Firsts: A Multi-Channel Launch
Starting Nov. 3, 2024, the “Oh My Good! It’s Indomie” campaign will make a splash across global and local markets, beginning with LED billboards in iconic spots like Pavilion and Fahrenheit88 in Kuala Lumpur.
This campaign will also extend to an engaging new TV commercial, which will debut worldwide and be accompanied by exclusive activities across multiple countries.
“We’re thrilled about the international rollout of the campaign and can’t wait for audiences to experience the fun that ‘Oh My Good! It’s Indomie’ has in store,” expressed ICBP’s Deputy Head of International Division, Elly Betty.
K-Pop’s Global Charm Meets Instant Noodle Nostalgia
NewJeans members Minji, Hanni, Danielle, Haerin, and Hyein introduced themselves to Indomie Lovers worldwide through a heartwarming video greeting, expressing their excitement about the partnership.
Known for their catchy music and vibrant style, the group’s presence is expected to bring a fresh energy that speaks to both Gen Z audiences and long-time fans of Indomie.
The collaboration underscores Indomie’s commitment to staying culturally relevant and globally impactful, tapping into a fandom that thrives on personality, music, and digital presence.
With NewJeans’ star power, Indomie’s latest campaign has every chance to go from a household name to a global sensation among young audiences everywhere.
Ready to Taste the Future?
As the campaign unfolds, fans and food lovers alike are invited to dive into the “Oh My Good! It’s Indomie” experience and see how K-pop and instant noodles together create a flavourful, unforgettable journey.
