Haraku's one 3.5-metre noodle frees gamers' hands — ADFEST 2026 PR Lotus Grande

In Indonesia, instant noodles are a national staple and the category is crowded with big brands. Haraku Ramen, a challenger under Ismaya Group, chose not to fight for the whole country at once; it went after one audience it understood — gamers. Indonesia has over 100 million of them, and they snack while they play. The friction was physical: a controller takes two hands and a bowl of noodles takes two hands, so something usually has to give — and it is usually the game.

BLKJ Havas built the answer around that exact constraint: The One Noodle, a single unbreakable 3.5-metre strand made with an egg-enriched dough engineered for strength and slurpability, with a U-shaped cutout in the packaging for a cleaner slurp. Every design decision traced back to the way a gamer's hands are already occupied. Haraku did not make a better noodle; it reshaped the noodle around a behaviour.

The launch met the culture on its own ground. Haraku ran a live gaming event at its Jakarta outlet where players ate and played at once, and the moment was carried across TikTok, Instagram and YouTube through gaming creators the community already followed. The limited run of 20,000 bowls sold out within weeks, footfall at the outlet rose around 60%, and delivery impressions climbed as the buzz spread.

At ADFEST 2026 the work took the PR Lotus Grande — the jury's breakthrough in PR — plus a PR Lotus Gold, a Direct Lotus Silver and a Design Lotus Bronze. It also won the Gaming Grand Prix at Spikes Asia 2026 and earned four finalist places at The One Show 2026. ADFEST's own case study frames it as interaction design: reshape the product to how people already live rather than asking them to change.