Haraku Ramen and BLKJ Havas allow gamers to eat without pausing via “The One Noodle”
Indonesian noodle brand, Haraku Ramen Halal is setting a new standard in both gaming and dining with the launch of its limited edition product: The One Noodle. Teaming up with BLKJ Havas Singapore, the project serves as a solution to the growing demand for unique, immersive gaming experiences, this game-changing creation is designed for gamers who don’t want to be interrupted by the simple act of eating.
Tapping into Indonesia’s massive gaming culture, The One Noodle is a single, unbreakable 3,5-meter-long noodle. With a thicker texture designed for better flavor absorption, this noodle ensures that gamers can enjoy a satisfying meal while they’re fully immersed in their game. It’s the ultimate fusion of gaming and eating – no distractions, no interruptions, just pure gameplay.
“When the agency brought us this idea, I remember thinking—this is crazy, but also genius! Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can.” said Dewa Ari, Marketing Manager of Ismaya Group.
The idea was created by BLKJ Havas and brought to life with the support of Moonfolks in Indonesia. BLKJ Havas’ creative direction combined with Moonfolks’ digital and content strategy ensured that The One Noodle would resonate across gaming communities.
Guilherme Machado, Executive Creative Director at BLKJ Havas and Anish Daryani, CEO of Moonfolks Indonesia, added: “We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best. This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone—in this case, gamers. We’re thrilled to give our fans something that’s never been seen before.”
The One Noodle was available as a limited-edition product and sold out within days.
The official launch took place at a high-energy event featuring top gaming influencers and media representatives. The event showcased the innovative product, invited attendees to experience the noodle in action, and celebrated Indonesia’s vibrant gaming culture.
Credits
Creative Agency – BLKJ HAVAS Singapore
Rowena Bhagchandani – Co-Founder & CEO
Joji Jacob – Co-Founder & CCO
Khalid Osman – Co-Founder & Creative Partner
Guilherme Machado – Executive Creative Director
Guilherme Machado – Copywriter
Joshua Tjandra – Copywriter
Gilda Lim – Art Director
JC Aujero – Art Director
K Cheng – Operations Director
Vivien Foo – Senior Business Director
Fiona Huang – General Manager
Media Agency – MOONFLOKS HAVAS (Social Media Strategy & Production)
Anish Daryani – CEO & President Director
Dyah Ariani – Business Director
Rizkhie Arissaputra – Integration Manager
Tamara Wulandari – Integration Manager
Khairani Biandagusti – Sr Integration Officer
Athia Syifa – Integration Officer
Alvia Triwahyuni – Integration Officer
Alya Faradinda – Integration Officer
Edo Surya – Creative Technical Lead & Digital Planning
Client
Bram Hendrata – Chief Executive Officer Ismaya Group
Theo Widjaja – Chief Supply Chain Officer Ismaya Group
Piers Chandler – Head of Central Kitchen Ismaya Group
Devleena Sashital – SVP Marketing Resto Ismaya Group
May Wiji – Head of Operations Resto Ismaya Group
Dewa Gede Ari – Brand Marketing Manager Haraku Ramen
Setiaji Wibowo – Event Product Asst Manager Ismaya Group
Yohan Trisna – R&D Manager Ismaya Group
Yudha Siliwangi – Operation Manager Haraku Ramen
Yuriansyah Rahadi – Kitchen Manager Haraku Ramen
