The encyclopedia · Advertising & PR · Marketing decision · 2024–2025
Sarimi launched Korean spicy noodles with dangdut star Nassar as a K-pop idol
Indofood's Sarimi launched a Korean flavour through dangdut king Nassar, 'Oppa' to his fans — volume grew 91% and purchase intent doubled in a month.
Indofood · Sarimi
The solution
Indofood needed to launch Sarimi Isi 2's Korean Spicy Chicken flavour in a market where Korean culture is hot but instant noodles are fiercely local. Hiring actual K-pop stars would have been expensive and distant; Dentsu chose the opposite bridge.
Dangdut star Nassar is already idolised like a K-pop star — fans call him 'Oppa' — so he naturally spans both cultures. The campaign cast him as three boyband members, each personifying a benefit: Korean seasoning, bouncy noodles, bold spice. Karaoke competitions, collectible light sticks and UGC challenges extended the joke into fan culture.
Within a month, ad awareness rose 22%, digital buzz in the launch category jumped 35%, purchase intent doubled, and Sarimi Isi 2's new product grew 91% in volume. The campaign won Bronze in Social Media Campaign at Citra Pariwara 2024.
Why it worked
- Nassar was the rare figure whose own fanbase already treated him as an idol, making the K-pop fusion credible, not imported
- The humour of a dangdut king playing a boyband turned a product claim into entertainment
- Karaoke and collectible merchandise gave fans something to do, not just watch
- The Korean flavour stayed the hero while the local culture remained the storyteller
What can be applied
To sell a foreign trend, don't import its stars: find the local icon who already embodies both worlds. A real fanbase makes the trend feel native, and participation turns viewers into sharers.
Aftermath
The Unexpected Idol won Bronze in the Social Media Campaign category at Citra Pariwara 2024 and became a reference for localising global trends in Indonesian FMCG marketing. Indofood credited it with strengthening Sarimi's relevance in the big-bag noodle segment.
Sources
- K-pop meets Dangdut in Dentsu Indonesia's Unexpected Idol for SARIMI ISI 2's new Korean Spicy Chicken flavour
- K-pop, dangdut in Dentsu Indonesia's bold Unexpected Idol campaign for SARIMI ISI 2's new Korean Spicy Chicken flavor
- Dentsu Indonesia Dominates Citra Pariwara 2024 With Record 32 Wins
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