Haraku Ramen | One Noodle | 2025
A 3.5-Meter Noodle Saved Gamers From Hitting Pause / Haraku Ramen "One Noodle"
3.5 meters. That's the length of a single noodle. When I heard it described as "a noodle designed so you never have to hit pause," I couldn't help but laugh. This is a genuine love letter to gamers from an Indonesian ramen shop.
The problem
Haraku Ramen is an Indonesian ramen brand known for its affordability, but in a fiercely competitive market where major players control eight out of ten shares, getting noticed by younger generations was a real challenge. So they turned their attention to the country's booming gaming culture.
The insight
Gamers don't want to stop what they're doing to eat. They don't want the act of eating to break their immersion in the game. This idea answers that simple desire head-on.
The idea
The answer was making the noodle 3.5 meters long. A single noodle long enough that you can keep slurping it without ever biting through, so you can finish eating with one hand still on the controller. They also made it thicker, so it still feels satisfying to eat. "The craziest idea is often the best one," says ECD Guilherme Machado.
What happened
The limited release sold out within days. They also held a launch event featuring a famous gaming influencer.
Afterthought
The length of the noodle itself is the idea. This single noodle embodies the ideal of the product being the ad. I'm curious to see how it's received at Cannes Lions 2026.
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