K-pop meets instant noodles: NewJeans becomes the face of Indomie’s global campaign
The "Oh My Good! It's Indomie" campaign, led by NewJeans, combines music, style, and social media for a Gen-Z-focused initiative.
Indomie, the globally popular instant noodle brand, has recently named K-pop sensation NewJeans as its newest global brand ambassadors, unveiling their collaboration with the launch of the "Oh My Good! It’s Indomie" campaign.
“We are delighted to have NewJeans as the Global Brand Ambassador for Indomie. We are excited to be the first Southeast Asian brand to collaborate with them. NewJeans’ music and personality, which resonate not only with K-pop fans but also the broader audience, align perfectly with Indomie’s fun, energetic, and uplifting character,” said Axton Salim, Director of PT Indofood CBP Sukses Makmur Tbk.
The brand sees this campaign as a way to reach the “dynamic young generation,” building on NewJeans' significant popularity within the Gen-Z demographic.
The campaign kicks off on November 8, 2024, with an exclusive video greeting from NewJeans members Minji, Hanni, Danielle, Haerin, and Hyein, which will be shared across Indomie’s digital channels. The brand plans to leverage a multi-platform approach that includes television commercials, LED billboard displays in iconic Singapore locations like Bugis Street and Orchard Gateway, and social media engagement using the hashtag #OhMyGoodItsIndomie. Consumers worldwide are invited to participate in the campaign by sharing their experiences on YouTube, Instagram, and Facebook.
This collaboration comes shortly after luxury brand Gucci featured Hanni, a NewJeans member, in its latest Horsebit 1955 campaign, further solidifying NewJeans’ rising influence across various industries. Indomie’s campaign with NewJeans marks an important step in their broader strategy to maintain relevance with younger generations and foster brand loyalty through relatable and trendy icons.
Other Indonesian brands embracing K-pop stars
Indomie is not alone in leveraging K-pop talent to elevate its brand image and capture the attention of young consumers. Other Indonesian brands have similarly recognized the power of K-pop in marketing.
First, skincare brand Wardah recently collaborated with BTS's Jungkook, tapping into the K-pop star’s massive influence across Asia. The brand promoted its skincare line through exclusive interviews and content featuring Jungkook, highlighting how Wardah’s products align with beauty trends popularized by K-pop culture.
Another example is Tokopedia, the leading Indonesian e-commerce platform, which appointed BTS as their brand ambassadors for a multi-year campaign. This partnership included an extensive digital marketing strategy with ads, live-stream events, and fan interaction initiatives, boosting Tokopedia's visibility and engagement both locally and internationally.
Lastly, Pocari Sweat, a popular Japanese beverage brand with a strong presence in Indonesia, teamed up with Blackpink’s Lisa to connect with Gen-Z consumers across Southeast Asia. Pocari Sweat’s campaign leveraged social media challenges, in-store promotions, and exclusive content with Lisa to position itself as the go-to drink for active, health-conscious youth, aligning with K-pop’s energetic, health-forward appeal.
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