Nissin Foods’ Advertising Evolution: Balancing Tradition with Innovation

Introduction: Nissin’s Latest Marketing Move Stirs Debate

The recent appearance of Japanese celebrity Amika in a vibrant and foxy-themed advertisement for Nissin Foods’ famous instant noodle brand ‘Donbei’ has stirred a wave of discussion online. The shift from the previous endorser, Riho Yoshioka, to Amika has left many fans disheartened, expressing their disappointment on social media. Interestingly, this sentiment seemed to correlate with a dip in Nissin Foods’ stock prices. In response to the backlash, Nissin Foods acknowledged receiving diverse opinions and stated they would be utilized in future advertising campaigns.

Nissin’s Renowned Advertising Team

Nissin Foods’ advertising, led by Shinichiro Yoneyama and his team of 25, has been widely acclaimed. As of November 2023, they ranked first for 29 consecutive months in the food category of CM Sogo Research Institute’s ‘CM Favorability Survey’. One key to their success is their ‘in-house philosophy’ of developing ideas internally rather than solely relying on advertising agencies. This approach is rare in Japanese conglomerates and reflects the influence of Nissin’s President Ando, who encourages his team to be boldly creative.