K-Pop Meets Dangdut in Dentsu Indonesia’s Unexpected Idol for SARIMI ISI 2’s New Flavour

Dentsu Indonesia has embraced K-pop with a local twist in The Unexpected Idol to launch Indofood’s SARIMI ISI 2 Korean Spicy Chicken flavour.

Delivering a surprising blend of K-pop aesthetics with dangdut — Indonesia’s own beloved, but often underestimated music genre — The Unexpected Idol is both culturally resonant and refreshingly original. Dangdut as a music genre has been gaining traction locally and beyond Southeast Asia. While dangdut and K-pop seem like two opposite variables, NASSAR (@kingnassar88), a sensational local dangdut superstar at the fore front of the campaign who is often treated like a Korean idol himself and referred to as ‘Oppa’ by his fans, was the perfect icon to bridge the fusion of two cultures.

The campaign launched with a high-energy TV commercial featuring Nassar playing as three different boyband members, each embodying a key product benefit: original Korean seasoning, bigger and bouncier noodle texture, and bold spiciness. The humorous and visually engaging execution captivated audiences, leading to over 50 thousand views on Indofood’s official YouTube channel.

In addition to the TV commercial, the campaign extended to digital platforms, engaging fans through:

- A noraebang (Korean karaoke) competition, where participants sang SARIMI’s jingle originally performed by Nassar.
- A collectible Nassar x SARIMI ISI 2 merchandise kit, featuring K-pop-inspired items such as light sticks, pins, bucket hats, and tote bags.
- Social media activations that encouraged user-generated content, further amplifying the campaign’s reach.

Theodorus Halim, senior brand manager Sarimi, PT Indofood CBP Sukses Makmur, commented, “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. 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.”

Diaz Pradipta, creative director, Dentsu Creative Indonesia, commented, “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. By blending both the energy of K-pop with dangdut, we created a campaign that was not only entertaining but also deeply relatable.”

The campaign delivered remarkable success in just one month:

- 22% increase in ad awareness
- 35% surge in digital buzz within the new product launch category
- Double purchase intent within the first month of launch
- 91% volume growth for SARIMI ISI 2’s new product
- Contribution of 2% to overall market share in the big bag noodle category

By daring to take an unexpected approach, dentsu Indonesia helped SARIMI ISI 2 strengthen its brand relevance and earned praise for innovative marketing in Indonesia. Securing a Bronze in “Social Media Campaign” Category at Citra Pariwara 2024, the campaign demonstrated that breaking the mold and embracing local cultural nuances is one exceptional way to drive engagement and business improvements.