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 8, with billboard displays in key Singaporean locations, including Bugis Street, Chinatown Point, and Orchard Gateway.
Since their debut in 2022, NewJeans has captured audiences with hits like Hype Boy (2022), Ditto (2022), and OMG (2023). Despite a recent turbulent year following a public rift between their former producer Min Hee-jin and Ador’s parent company, Hybe, the group has maintained their popularity, with brands like Calvin Klein also featuring them in their Fall 2024 campaign.
This Indomie collaboration underscores NewJeans’ continued brand appeal as they remain one of the most sought-after K-pop acts in the global market.
