SINGAPORE (ANN/THE STRAITS TIMES) – After gracing campaigns for luxury brands like Burberry, Chanel, Gucci, Louis Vuitton, and Dior, the popular K-pop group NewJeans has ventured into a new collaboration with Indonesian instant noodle giant, Indomie. On October 31, Indomie announced via Instagram that NewJeans – comprised of members Minji, Hanni, Haerin, Hyein, and Danielle – would serve as its global brand ambassadors. To mark the announcement, an advertisement featuring the group was shared on YouTube and has since garnered over a million views.
In Indomie’s Instagram reveal, Haerin expressed the group’s excitement about the partnership, saying, “The taste of Indomie is like a burst of happiness with every bite.” This partnership coincides with the launch of Indomie’s new Korean-inspired flavours, which include a spicy ramyeon variety and a creamy, savoury rose sauce often paired with Korean rice cakes. Axton Salim, director of Indofood – Indomie’s parent company – shared that the collaboration represents a strategic move to strengthen Indomie’s global presence and appeal to younger audiences.
“We are thrilled to have NewJeans as our global brand ambassador. This collaboration reflects Indomie’s fun, energetic, and uplifting personality, which aligns with NewJeans’ music and charm that resonates with both K-pop fans and a wider audience,” he said in a statement to Marketing Interactive. Promotions featuring NewJeans will kick off on November .
