It's the story of a ramen that decided to adapt to the daily lives of gamers: long, continuous, without interruption. The One Noodle is a 3.5-meter-long (!) noodle, all in one piece. The idea is simple (and a little crazy): to allow gamers to eat while they play, without having to put down the controller or frantically click pause.
Not so noodle
Haraku Ramen Halal, the brand behind the project, didn't go it alone. The Singapore-based agency BLKJ Havas came up with the concept. They were the ones who proposed this improbable idea to Ismaya Group, which owns Haraku. "When the agency told us about it, I first thought it was crazy... but also brilliant," says Dewa Ari, marketing manager at Ismaya. "Gamers hate having to stop to eat. Here, we're offering them something fun, practical, and that appeals to them."
The noodle isn't just a publicity stunt. It was designed with a thicker texture to better retain sauces and flavors. The goal: for the meal to still be good, even if it's eaten all at once, during a game.
The product was only available in a limited edition... and it didn't take long. Within days, all the stock was gone. The launch was marked by a lively event, with gaming influencers, journalists, live tastings, and selfies in front of XL bowls. It was a necessary step to celebrate video game culture in Indonesia, where the sector is booming and reaching a large part of the population, young and old alike.
The result: content calibrated for TikTok, funny reels, and videos of people trying their hand at this infinite noodle. "We thought it was completely crazy, and that's exactly why we did it," explains Guilherme Machado, creative director at BLKJ Havas. "The weirdest ideas are often the ones that stick." Unfortunately, no launch is planned for the rest of the world, but the idea could inspire other brands. Now, we have to do the same thing, but with raclette!
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