Jakarta – Mie Sedaap has once again proven its relevance in the evolving Gen-Z landscape, winning two accolades at the Youth Choice Award 2025 organized by Marketeers. The brand clinched honors in both Integrated Marketing Communication to Gen Z and Gen-Z’s Favorite Instant Noodle (Survey-based)—solidifying its strategic positioning as a top FMCG brand among Southeast Asia’s youth.
Far beyond being just another product in the instant noodle category, Mie Sedaap has developed into a cultural movement, fueled by its multi-platform campaign “Don’t Stop Mie Now.” Through a synergized mix of offline and digital outreach, the brand has built high-impact engagement across Indonesia’s diverse youth demographic.
Central to Mie Sedaap’s strategy is product innovation tailored to shifting taste preferences. In 2024, they introduced premium variations such as the Korean Spicy Chicken with seaweed crunch, curated in collaboration with Chef Devina. They also refreshed core offerings like Sedaap Goreng and Sedaap Soto, both now with 20% extra toppings—tapping into the local palate while keeping global flavor trends in sight.
What sets Mie Sedaap apart is how they align storytelling with product identity. High-profile brand ambassadors reinforce each product’s personality: Korean star Ahn Hyo Seop fronts the Korean Spicy Chicken variant, Ariel Noah represents local favorites, and Chef Devina aligns with premium gourmet-inspired offerings. This approach reflects a growing trend in Southeast Asia, where brands are crafting hyper-personalized experiences around products, rather than just pushing sales.
Moreover, the launch of immersive brand activations like Come See Mie Fest represents a bold pivot into multisensory brand experiences. Held in key cities—Jakarta, Yogyakarta, and Bandung—the festival blends music concerts, art installations, food creation labs, and interactive games. Featuring artists such as Isyana Sarasvati, Maliq & D’Essentials, and The Changcuters, the festival not only entertains but fosters emotional resonance between brand and consumer.
Mie Sedaap’s strategic marketing exemplifies how legacy FMCG brands can reposition themselves in Asia’s youth-driven market by leaning into cultural expression, taste innovation, and localized engagement. Their tagline “Brings Taste to People’s Lives” is not just a slogan but a roadmap to staying relevant.
In winning the Youth Choice Award 2025, Mie Sedaap demonstrates more than just brand loyalty—it showcases the power of adaptive strategy in a region where youth culture is a key driver of consumption trends.
