'Korean Ramyeon' Series Launched
NewJeans Selected as Global Ambassador
Indomie Aims for Global Market Expansion
Indonesia's top ramen brand has launched a 'Korean Ramyeon' series featuring the group NewJeans as its model.
According to Yonhap News on November 3, Indomie, a subsidiary of Indonesia's Indofood and one of the world's largest instant noodle companies, selected NewJeans as its global brand ambassador on October 31 and released three types of 'Korean Ramyeon' series.
The packaging of the newly launched products prominently features the word 'Korean Ramyeon' written in Korean. The English spelling on the package uses 'Ramyeon,' which follows the Korean pronunciation, rather than the commonly used Japanese 'Ramen.'
Indomie also uploaded a commercial featuring the members of NewJeans on YouTube. In the ad, the members clap with excitement as they see shelves filled with ramyeon at a supermarket, and exclaim in Korean, "It's so delicious, Indomie," as they taste the noodles. After the commercial was released, it garnered nearly 1 million views in just one day.
The Korean-themed ramyeon comes in three flavors: spicy (soup), rose (stir-fried), and spicy chicken (stir-fried).
According to Singaporean broadcaster CNA, Indomie stated that choosing NewJeans as their model was part of their strategy to expand in the global market. The company did not target only the Indonesian domestic market, which is why it appointed NewJeans as a global ambassador. Indomie exports products such as 'Mi Goreng' to 100 countries worldwide.
A representative from a domestic ramyeon company told Yonhap News that the selection of NewJeans as a model could have positive effects: "When a foreign company launches a product with Korean language on it, it raises the awareness of Korean products and improves perceptions of Korea. Even people who were not familiar with Korean ramyeon may become interested, creating opportunities for new markets."
Meanwhile, Indomie is a leading brand in Indonesia's ramyeon exports. Starting with exports to Nigeria in 1988, it has established a strong presence in Africa and the Middle East, and now exports to around 60 countries, including North America and Europe. Indofood’s production and investment activities are mainly focused on Africa and the Middle East.
Thanks to Indofood, Indonesia has established itself as a powerhouse in the ramyeon industry. According to the World Instant Noodles Association, as of 2019, China ranks first in instant noodle consumption by a wide margin, followed by Indonesia in second place. Indonesia now has one of the world's largest instant noodle companies by production volume, and Indomie consistently ranks among the top in lists of the most delicious ramyeon.
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