Sarimi brings dangdut flair to K-wave in spicy new campaign

Indofood’s Sarimi Isi 2 has teamed up with Dentsu Indonesia to launch "The unexpected idol", a campaign fusing K-pop aesthetics with the local flavour of dangdut to introduce its new Korean spicy chicken flavour.

The campaign is fronted by dangdut sensation Nassar, who plays three different boyband personas in a high-energy TVC -  each representing a product benefit: bold spiciness, bouncier noodles, and Korean seasoning. The humorous and stylised spot has clocked over 50,000 views on Indofood’s YouTube channel.

While K-pop continues to dominate pop culture, "The unexpected idol" stands out for tapping into Indonesia’s own musical identity. Dangdut, often underestimated, has seen growing popularity across Southeast Asia. Nassar, known for his idol-like persona and dubbed ‘Oppa’ ('big brother') by fans, was cast to bridge the two worlds in a culturally resonant yet unexpected way.

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The campaign rolled out across TV and digital, including a noraebang-style karaoke challenge, exclusive Nassar x Sarimi merch (eaturing light sticks, pins, and bucket hats, as well as social media activations that drove user-generated content.

The campaign delivered strong results in its first month, according to Dentsu Indonesia. Advertising awareness increased by twenty-two percent, while digital buzz in the new product launch category surged by thirty-five percent. Purchase intent doubled, and sales volume for SARIMI ISI 2’s Korean spicy chicken flavour grew by ninety-one percent.

The product also contributed a two percent increase to SARIMI ISI 2’s overall market share in the big bag noodle category, added the agency. 

“'The unexpected idol' is a bold and playful play that has allowed us to connect with our local audiences with a culture and flavour beyond our borders," said Theodorus Halim, senior brand manager for Sarimi at Indofood.

"This was made possible by the dentsu Indonesia team who have leveraged meaningful cultural and local insights to help us break through a crowded market in a way that felt fresh, relevant, and undeniably fun," added Halim. 

“At dentsu, we constantly try to push the boundaries of innovation. So rather than following the same formula, we took an unexpected approach—one that would truly resonate with the audience. We knew that Nassar, with his larger-than-life persona and undeniable charm, already held a special place in the hearts of Indonesians," said Diaz Pradipta, creative director at Dentsu Creative Indonesia.

"By blending both the energy of K-pop with dangdut, we created a campaign that was not only entertaining but also deeply relatable," added Pradipta. 

It’s no secret that the K-pop wave has made its way into the world of marketing, and now noodle brands are tapping into the trend with creative flair. Indomie, in November last year tapped into the global K-pop phenomenon by appointing the popular K-pop group NewJeans as its global brand ambassador for its latest international campaign.

Similarly, Indomilk launched a campaign in June 2024 to promote its new product series featuring popular Korean idol members from SEVENTEEN: Vernon, S.COUPS, and Wonwoo.

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