Indonesia – Haraku Ramen Halal, an Indonesian noodle brand under the Ismaya Group, has launched The One Noodle, a limited-edition product designed to let gamers eat without pausing their game.
The One Noodle is a 3.5-metre-long, unbroken strand designed for gamers who want to eat without pausing their game. With a thicker texture for better flavour absorption, it allows players to stay immersed in gameplay without interruptions.
“When the agency brought us this idea, I remember thinking—this is crazy, but also genius! Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can,” said Dewa Ari, marketing manager of Ismaya Group.
Conceptualised by BLKJ Havas and developed with support from Moonfolks in Indonesia, The One Noodle was shaped by BLKJ Havas’ creative direction and Moonfolks’ digital and content strategy to engage gaming communities.
“We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best. This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone—in this case, gamers. We’re thrilled to give our fans something that’s never been seen before,” shared Guilherme Machado, executive creative director at BLKJ Havas, and Anish Daryani, CEO of Moonfolks Indonesia.
The One Noodle was released as a limited-edition product and sold out within days. Its launch event featured gaming influencers and media representatives, offering attendees a chance to try the product and highlighting its connection to Indonesia’s gaming culture.
