LSN : Signals & Stats : Haraku’s The One Noodle targets Indonesia’s gaming community

The One Noodle by Haraku Ramen, Indonesia

Indonesia – Ramen brand Haraku Ramen Halal has launched The One Noodle – a limited-edition, 3.5-metre-long noodle engineered specifically for gamers. Created in collaboration with BLKJ Havas and Moonfolks Indonesia, the noodle is designed to be eaten continuously, allowing players to stay immersed in game play without interruption.

With a thicker, flavour-absorbing texture and unbreakable form, The One Noodle playfully bridges the worlds of food and gaming culture. Launched on 21 February 2025, the product sold out within days, highlighting the demand for novelty dining experiences that meet the needs of niche lifestyle communities. The campaign is part of Haraku’s strategy to differentiate within Indonesia’s booming quick-service food scene using experiential innovation and playful cross-sector creativity.

Our Gastro Gaming Market report spotlights how food and drink brands across the globe are tapping into the world of gaming to offer tastes, skins and experiences that transcend the screen.

Strategic opportunity

Build loyalty by solving small but meaningful problems for hyper-engaged communities in ways that reflect their culture. Novelty resonates most when niche audiences – like gamers – feel seen, valued and included in a brand’s story