Mie Sedaap Wins Branding Campaign of the Year 2026

This is a proud moment for Indonesian branding, as Mie Sedaap has been honored with the prestigious 'Indonesia Branding Campaign of the Year 2026' award. Organized by MarkPlus Inc. and presented at the WOW Brand 2026 event, this recognition celebrates Mie Sedaap's exceptional integrated Above the Line (ATL) campaign, particularly its multi-variant television commercials produced throughout 2025. This award is a testament to the brand's innovative approach and its deep understanding of the Indonesian market.

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Through the implementation of a massive campaign, Mie Sedaap succeeded in creating a significant impact with dominance across various digital platforms such as TikTok, Instagram, and YouTube.

The success of Mie Sedaap's campaign lies in its masterful execution across multiple touchpoints. The brand has not only dominated digital platforms like TikTok, Instagram, and YouTube with a consistent and relevant presence but has also leveraged strategic collaborations with prominent public figures. These partnerships, featuring personalities such as Ahn Hyo Seop, Ariel Noah, The Changcuters, and Enzy Storia, have allowed Mie Sedaap to connect with its audience on a more personal and widespread level. The campaign's creative strength is evident in its ability to align with the brand's DNA—authenticity, relatability, and grounding in real consumer experiences—making its messaging resonate powerfully.

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The creativity of the campaign was also demonstrated through strategic collaborations with a number of public figures who represent the brand's character, enabling it to reach a wider and more personal audience.

What makes this campaign particularly noteworthy from an Indonesian perspective is its authentic storytelling. For instance, the collaboration with Ariel Noah for the Mie Sedaap Soto variant taps into the comfort food nostalgia many Indonesians share. The narrative of enjoying Soto after a performance or while seeking musical inspiration is simple, natural, and deeply relatable to the daily lives of our people. Similarly, the campaign for the Mie Sedaap Korean Spicy Chicken variant, featuring Ahn Hyo Seop, highlights the authentic Korean flavor through product details like seaweed topping, connecting with the growing popularity of Korean culture in Indonesia. This blend of strong storytelling, consumer insights, and celebrity endorsement has created not just brand awareness, but a genuine emotional connection with the Indonesian public, truly embodying Mie Sedaap's spirit of 'Brings Taste to People's Lives.' This award serves as a powerful motivator for continued innovation in marketing and communication.

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The success of this TVC is inseparable from the creative approach that is close to the brand's DNA, which is authentic, relatable, and based on real consumer experiences.