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23 Dec

What We Can Learn From Indomie

Indonesia’s well established instant noodle, Indomie,  is beloved by millions of people around the world, from students in Europe to prisoners in Australia. As in Nigeria, where Mi Goreng has become an inexorable part of the culinary and cultural Zeitgeist. Sold in more than 100 countries, Indomie consistently tops the rankings of the world’s best instant noodles, especially its classic Mi Goreng flavour. 

Chicken Ramen, as the product is first called, became an instant hit in Japan when it was launched in 1958. Due to its simplicity and delicious taste, and the cheaper price point, this instant noodles was well received and liked by the Japanese then turned into a global phenomenon, including Indonesia.


Indomie was actually introduced in 1972 by Sanmaru Foods Manufacturing, which in 1984 acquired fellow noodle-maker Sarimi Asli Jaya, a subsidiary of Bogasari flour mills, owned by Chinese-Indonesian conglomerate Liem Sioe Liong. Together with Liem’s Salim Group, Sanmaru set up a company called Indofood Interna Corporation. In 1982, Indomie launched Mi Goreng, the first dry noodles variant that is consumed without broth, inspired by the traditional Indonesian fried noodles dish. 


At first many doubted that instant noodles could become one of the staple foodstuffs considering Indonesia is not a wheat-growing country. However, because Indomie is tasty, cheap, versatile, and convenient, Indomie grew rapidly in Indonesia. Particularly Indomie Mi Goreng, quickly became very popular and broke through the instant noodles market. Indomie has since become a household brand name in Indonesia and holds the majority of market share in Indonesia.

So how did Indomie come to dominate the world?


Creative Campaign

The cult of Indomie has provided fodder for creative campaigns all over the world. For example, Nigeria has The Indomitables, an animated tv series about superheroes who are like normal children but they gain superpowers by having a bowl of super nutritious Indomie noodles.



The way Indomie and other instant noodle brands can continue to thrive is by creating a variety of products that consumers really like. When a CNN survey named beef rendang the most delicious food in the world in 2011, Indomie responded by releasing instant noodle products with rendang flavour. This kind of innovative strategy is the key for Indomie to keep their popularity.


Visual Branding

From its logo to the packaging, Indomie has a very diverse color. A combination of red, yellow and green. At first glance, the red color dominates the packaging design. The illustration uses a photographic technique featuring photos of fried noodles and sunny side up eggs plus prawns and vegetables, peas and fried onions. Looks appetizing.



Refers to product quality. It means that the taste of Indomie is acceptable to consumers’ tongues. As for Mi Goreng, the strong savoury flavour that comes from an onion oil and fried onions, nobody can resist. 



Indomie products are easy to find and obtain anywhere.  Distribution channels are important to businesses as they allow for the smooth delivery of goods or services to a customer, and Indomie is pretty aware of that.



The price is affordable for consumers. This means that the very low cost of Indomie is an affordable option for the lower socio-economic population in the country.


Brand loyalty

Aside from its product branding, the best thing we can learn from Indomie is their share what you love strategy through the support of its loyal consumers. You can tell that there are tons of food bloggers or regular citizens sharing their Indomie creative recipes, many restaurants also serving innovative Indomie menus. When a product is well pleased, consumers will voluntarily spread their pleasing experience to others. Yes, words of mouth.


Mi Goreng remains the bestseller, and has helped turn Indonesia into the second-biggest noodle-eating country in the world. Figures published by the World Instant Noodles Association in 2019 show Indonesians eat 12.62 billion servings of instant noodles annually. Only China and Hong Kong eat more: 38.97 billion servings a year.

Indomie has reinforced its status as Indonesia’s most-loved export product, after being the only brand mentioned twice in New York Magazine’s latest rankings of the world’s best instant noodles. It also has eclipsed Ando’s company, Nissin Foods, becoming the biggest instant noodle maker in the world and the 10th most-chosen consumer brand in the world, according to Brand FootPrint.


Indomie has been renting a place in the hearts of all generations of consumers for many years, and perhaps, not gonna leave anytime soon.