Why we’re excited about Indomie's collaboration with NewJeans

Two global sensations, one iconic mi goreng, and many more tasty surprises
NewJeans
Photograph: NewJeans
Time Out Singapore in partnership with Indomie
Advertising

Indomie has become a kitchen staple – not just in its home country of Indonesia but also here in Singapore, where many of us grew up with its iconic iteration of mee goreng (also known as mi goreng). With a five-pack bundle setting you back just under $3, it’s affordable, convenient, and most importantly, delicious. It's super versatile too – you can top it with fried egg, wrap it into a martabak, and even stuff it in a toastie.

And it’s not just us who are obsessed – Indomie’s global fanbase keeps growing too. According to the 2024 edition of Kantar’s Brand Footprint report, Indomie now reigns as the most chosen instant noodle brand in the world and is available in more than 100 countries, from Australia to Nigeria.

Now, in celebration of its global success, Indomie has teamed up with K-pop superstars NewJeans to bring some seriously tasty surprises. The cool collab isn’t just a treat for noodle lovers; it’s for anyone craving a dash of fun in their everyday routine, whether it’s fuelling late-night study sessions or whipping up speedy dinners packed with umami goodness. With exciting activations, and endless ways to enjoy its iconic mi goreng, here’s everything you need to know about the Indomie-NewJeans matchup that’s hotter than a bowl of its fiery ‘pedas’ flavour.

NewJeans as global brand ambassadors

First up, meet the new faces of Indomie: Minji, Hanni, Danielle, Haerin, and Hyein – better known as NewJeans. The quintet first burst into the K-pop scene in 2022 with their debut single Attention, before experiencing a meteoric rise worldwide with viral hits like Ditto, OMG, and Super Shy. NewJeans’ vibrant energy and trendsetting style make them a perfect fit for Indomie’s new playful vibe, bringing fresh flair that resonates with the younger crowd.

As Indomie’s new global brand ambassadors, NewJeans embodies the brand’s fun-loving spirit, adding K-pop excitement to every pack. The campaign slogan, ‘Oh My Good! It’s Indomie,’ says it all – combining light-hearted humour with a high-energy appeal to show just how irresistible this collaboration really is.

Exciting activations around the city

To celebrate this new rollout, the brand is taking over LED billboards across Singapore. From November 8, you can catch the members of NewJeans enjoying their bowls of Indomie on the big outdoor screens. Keep your eyes peeled at key areas including Bugis Street, Chinatown Point, People’s Park Complex, Orchard Gateway, Queensway Shopping Centre, and The Star Vista. East-siders, you’re not forgotten – head to ESR BizPark @ Changi for a glimpse. Swing by, snap a pic, and show your love for Indomie and NewJeans. 

New Korean-inspired ramyeon flavours to try abroad

Spice up your travels with Indomie’s hot new Korean-inspired flavours. These new spicy ramyeon flavours are a nod to both Indomie’s adventurous spirit and the Korean roots of NewJeans, creating a fusion that’s sure to be a hit among those who like their noodles with a kick. Look out for the Korean Ramyeon Series on store shelves in Jakarta and across Indonesia, where you can try Spicy Ramyeon, Fiery Chickin, and K-Rose, the last of which brings the creamy richness of the rose sauce – a favourite with Korean rice cakes – right into your noodle bowl. You’ll also find these flavours in Cambodia, with launches coming soon to Malaysia and Vietnam in December.

That’s not all – check out Indomie on Instagram and Facebook to stay in the loop for future online and offline activities including tasty experiences you won’t want to miss.

Recommended
    You may also like
    You may also like
    Advertising