Just add Urushi: New recipe for noodle Branding & Packaging

The latest creation, Cupnoodle Urushi, mixes the beauty and value of Japanese Urushi lacquerware with the iconic packaging of discarded cup noodles, creating a souvenir that is somewhere between throwaway packaging and valuable material.

The collection will feature in the Cup Noodle Museum and is a great example of using heritage appeal to attract Revivalist consumers.