Emotional Marketing Redefined: Nissin Cup Noodles’ Nostalgic Packaging Initiative

Celebrating Emotion Through Product Design

Modern marketing increasingly emphasizes emotional value, aiming to create deeper connections between consumers and products. In September last year, Nissin Foods celebrated the 53rd anniversary of its iconic product, Cup Noodles, by introducing a novel limited-edition campaign titled “Emoide Package,” or “Emotional Memory Packaging.” Rather than highlighting new flavors or premium elements, this innovative campaign focused on reinforcing emotional connections between consumers and the brand through personal memories.

Each package featured 100 authentic consumer-submitted stories that captured unique personal experiences with Cup Noodles. Examples included humorous and heartfelt anecdotes like, “I forgot chopsticks while hiking and ate with a tree branch. The girl I was with then is now my wife,” and “I gave a cup noodle as a birthday present; she cherished it so much she kept it until the expiration date.” These stories resonated deeply with consumers, positioning Cup Noodles not just as a food product, but as a cherished companion throughout life’s various moments.

Shifting Marketing from Convenience to Connection