Brand leverages BTS member Jin and dual-channel marketing to target the world’s No. 2 instant noodle market
OTOKI has officially launched its halal-certified Jin Ramen in Indonesia, accelerating its push into one of the world’s largest and most competitive instant noodle markets. The company aims to strengthen its global presence by tapping into Indonesia’s vast halal consumer base and rapidly expanding retail landscape.
According to OTOKI, the company received halal certification from Indonesia’s Council of Ulama (MUI) in December 2024 and secured import approval (ML) this August. The brand began distribution in November across major supermarkets and hypermarkets nationwide, marking the start of its localized market strategy.
OTOKI unveiled a global packaging refresh for Jin Ramen earlier this year along with a marketing campaign featuring BTS member Jin, titled “Jinjja Love, Jin Ramen.”
The collaboration has generated significant anticipation in Indonesia—a country with one of the world’s largest K-pop fan communities. Local consumers have shown strong interest even prior to the product launch, creating a favorable environment for OTOKI’s expansion.
To maximize reach, OTOKI is strengthening both online and offline marketing initiatives. The brand is staging tasting events in premium retailers such as Ranch Market and Farmers Market, while also preparing to launch on major e-commerce platforms including Shopee and TikTok Shop.
Additionally, OTOKI plans to leverage live-commerce broadcasts and collaborations with over 100 local influencers, establishing wide consumer touchpoints across social media and retail platforms.
Included in this market rollout are three halal-certified cheese ramen products, which OTOKI has designated as strategic items tailored for Indonesian tastes.
The company aims to diversify its brand portfolio in the region and capture additional market share by appealing to consumers seeking richer or fusion-style ramen flavors.
An OTOKI spokesperson emphasized Indonesia’s importance in the company’s long-term strategy, stating:
“Indonesia is an extremely significant market for our global business. Through our halal-certified Jin Ramen and cheese ramen lineup, we aim to deliver both taste and quality while strengthening communication with consumers through diverse retail channels.”
As K-food continues to gain global recognition, OTOKI’s entry into the Indonesian halal market is expected to bolster brand competitiveness and broaden its international footprint.