1-11-2024 (JAKARTA) Indonesian instant noodle powerhouse Indomie has announced a groundbreaking partnership with K-pop sensation NewJeans, marking the group’s first collaboration with a Southeast Asian brand.
The five-member girl group, consisting of Minji, Hanni, Danielle, Haerin, and Hyein, will serve as global brand ambassadors for the iconic noodle manufacturer. The partnership represents a significant milestone for both parties, with NewJeans adding Indomie to their impressive portfolio of brand associations, which includes luxury fashion houses such as Calvin Klein, Gucci, Celine, and Chanel.
Axton Salim, director of PT Indofood CBP Sukses Makmur Tbk, Indomie’s parent company, expressed enthusiasm about the collaboration, highlighting the natural alignment between NewJeans’ broad appeal and Indomie’s energetic brand identity. “This partnership represents a strategic move to expand our global market presence and connect with younger consumers,” Salim stated.
Accompanying the announcement, Indomie revealed plans to launch a new Korean-inspired product line, featuring variations such as spicy ramyeon, rose ramyeon, and spicy chicken ramyeon. The new flavours were showcased in a promotional video released on the company’s YouTube channel.
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