Indofood taps into Korea craze with youth-led K-fun fest

In a move to deepen its relevance among Indonesia's younger audiences, Indofood's flagship brands—Indomie, Indomilk, and Chitato—brought the bustling flavours and energy of Korea to West Jakarta with the two-day K-fun fest 2025, held at Central Park Mall on 10–11 May.

Blurring the lines between food, lifestyle, and fandom, the festival recreated the vibrant spirit of Seoul's Myeongdong district, combining Korean street food, fashion, and music with brand-led experiences grounded in local taste.

This cultural cross-pollination is no accident. Since 2024, all three brands have quietly expanded their portfolios with Korea-inspired products—from Indomie's Korean Ramyeon Series (featuring Spicy Ramyeon, Fiery Chikin, and K-Rose), to Indomilk's dessert-like flavours such as Haenam Goguma and Gangneung Dalgona Coffee, and Chitato's bold chips, including Rose Tteokbokki and Seoul Baechu Kimchi.

Don't miss: AirAsia HK promotes Jakarta routes with Indomie giveaway

In 2024, Indomie appointed K-pop group NewJeans as its global brand ambassador to lead its latest international campaign, "Oh my good! It's Indomie."

What sets this initiative apart is not just product innovation, but the strategy to deliver these flavours in an immersive environment—one that speaks directly to Gen Z and younger millennials' growing appetite for Korean culture. At K-fun fest, food tasting booths stood alongside curated music performances and fashion pop-ups, turning passive consumption into a cultural playground.

"The Korean lifestyle has become a part of everyday life for Indonesian youth. Through K-fun fest, we aim to build a stronger emotional connection between our products and the younger generation," said Fierman Authar, head of consumer engagement at ICBP, in a release.

Targeting 30,000 visitors over the two-day event, Indofood layered the experience with social media-ready elements including Korean-themed photo zones and selfie booths—complete with printed photo souvenirs to take home.

Meanwhile, the main stage became a platform for fan communities to express their shared passion for Korean pop culture. From high-energy random play dance sessions and noraebang karaoke, to curated dance showcases, the event leaned into co-creation and participatory fandom. Performances by local boy band SMASH and girl group Zirius added a distinctly Indonesian twist to the K-pop-inspired programming.

Indofood is a major player in Indonesia's consumer goods sector, well known for its wide portfolio of popular food and beverage products. Among its flagship brands, Indomie stands out as Indonesia's beloved instant noodle brand, celebrated for its diverse flavours and international presence. Indomilk is a leading dairy brand offering a range of milk and dairy-based beverages, while Chitato is a snack brand recognised for its potato chips.

Related articles:
Indomie nabs K-pop group NewJeans as new global brand ambassadors
UNIQLO ID collaborates with Indomie, GoJek and Tolak Angin for 10th anniversary
Indofood's Maxicorn and Globe Telecom name digital and creative agency partner