Year:
2024
Client:
Sarimi
Category:
Digital Content
Experience:
360 Campaign & Direction
This project started as a campaign for the client's New Product Launch of their new instant noodles flavor that was inspired by Korean instant noodles. The Sarimi isi 2 Ayam Pedas Korea was expected to launch with Korean tasting noodles, but have the authentic spiciness of Indonesia.
There has been a rise of Korean branding in Indonesia. From self-care products to small yet unique bag charms, the "Korean-style" had become a viral sensation in the country.
By pivoting to Korean culture, we tap into a relatable human desire for "healing" and community belonging, transforming products from simple commodities into emotional touchstones that offer comfort and a shared modern identity.
The challenge is to overcome the authenticity established by competitors like Ultra Milk and Mie Sedaap, who have conditioned consumers to believe that credible Korean noodles require a K-pop seal of approval from stars like ITZY or Choi Siwon.
We had to reframe the narrative to position our local artist not as a budget alternative, but as a figure culturally qualified to validate the unique position of the Sarimi's product: that this product delivers the trendy Korean taste Gen Z wants with the authentic spiciness that only an Indonesian palate truly understands.
Without the guaranteed virality of a global K-pop fandom to rely on, our creative campaign had to utilize an established local artist to generate organic hype.
Our solution was King Nassar. A flamboyant and beloved Indonesian Dangdut singer known for his energetic stage presence and elaborate costumes, who inadvertently became the center of a viral Gen Z subculture called "K-dangdut". Mixing the Korean idol personality with dangdut (Indonesian music genre) music.
A campaign on the organic "Oppa Nassar Kiyowo" meme: Indonesian netizens affectionately adopted K-pop fandom behaviors to celebrate him, creating DIY lightsticks and fanchants usually reserved for Korean idols.
To transform the personal brand into a legitimate narrative that felt culturally attuned and refreshing compared to competitors who simply hired actual K-pop stars.
The Unexpected idol campaign worked as a fun alternative to the Korean craze, Sarimi embraced the unique identity that mirrored Nassar—Korean aesthetics on the surface, but undeniably Indonesian and spicy at the core.
