TOKYO BOLD

Move instant ramen from “cheap meal” to culturally relevant self-expression.

The brief identified a category held back by a low-cost stigma while younger consumers increasingly discover food through culture and social content. The goal: make Tokyo Bold feel premium, personal and authentically connected to Tokyo.

Everyone wants a taste of Tokyo. Flavor alone doesn’t deliver the experience.

Experiencing another culture also means discovering different ways to do familiar things. In the U.S., slurping is often coded as rude; the campaign turns that friction into a behavior people are invited to try.

Make it soupy or saucy. Then slurp loudly.

“Chase the Slurp” turns Tokyo Bold’s one continuous noodle into both a ritual and a visual device—giving the launch one behavior that can travel across paid, earned, retail and social.

Take a trip to Tokyo without leaving your city.

A 7-Eleven takeover brings the campaign into an everyday retail environment, including Tokyo Bold ramen moments and Slurpee pairings that make the “soupy or saucy” conversation tangible.

Build beyond the launch moment.

Ramen Radio creates an owned YouTube destination, while a Top Chef partnership turns the central insight into an earned-media-ready challenge: chefs must create with the continuous noodle and are judged in part on “slurpability.”