Pop Mie teams up with Pokémon for character-inspired cup noodle flavours

Indonesian cup noodle brand Pop Mie has teamed up with Pokémon to launch two limited-edition flavours inspired by Pikachu and Charmander, bringing the popular characters' signature elements into a new product experience.

Developed with MullenLowe Lintas Indonesia, the collaboration introduces Pop Mie Chicken Yuzu, inspired by Pikachu's electric attributes, and Pop Mie Spicy Torimen, drawing on Charmander's fiery personality. Both variants feature unique toppings designed to translate the characters' identities into flavours.

The four-month campaign, running from October 2026 to January 2027, aims to build excitement in the cup noodle category while strengthening Pop Mie's relevance among younger consumers through product innovation and popular culture.

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“The Pop Mie Pokémon Special Edition brings a fresh spin to cup noodles by blending global pop culture with signature flavour. With two Pokémon-inspired variants featuring unique toppings, fans can now taste their favourite characters and discover fun surprises in every cup,” said Antonius Pandu, senior brand manager at Pop Mie.

Rather than relying on a conventional packaging refresh, the collaboration puts product innovation at the centre of the partnership. According to the agency, this was particularly important given the expectations of Indonesian Pokémon fans, who value authentic representations of the franchise's lore, characters and personalities.

“We see the product innovation as the biggest opportunity. To be able to create a product from Pokémon’s elements is rarely done in many of the previous campaigns,” said Duta Alami, senior planner at MullenLowe Lintas Indonesia.

“We want to provide an experience where Pokémon moves aren't just imagined, but felt. For Pokémon fans, it's the thrill of recognising a familiar move. For general consumers, it's the feeling of something electric and alive happening in the moment.”

The creative platform, 'Catch the taste, boost your mood', draws a parallel between catching Pokémon and discovering different flavours. It encourages consumers to explore both new variants while positioning Pop Mie as part of shared moments with friends.

Jodi Baskoro, associate creative director at MullenLowe Lintas Indonesia, said the team sought to find common ground between the two brands and incorporate their stories into existing consumer behaviours and culture.

“To intertwine two giant household names into one campaign sounds like a monumental task, but it is unsurprisingly a fun one to tackle. With the help of the Indofood Noodle division team and the Pokémon company, we learned a lot about the essence of both brands and how we could find similarities between them.”

The campaign will extend across film commercials, visual content and on-ground activations, with the agency aiming to create an experience that brings Pokémon's spirit of adventure and exploration into consumers' interactions with the brand.

Ezra Gabrielle, associate business director at MullenLowe Lintas Indonesia, said the project marks another milestone in the agency's relationship with Pop Mie, following more than five campaigns together over the past two years.

“More than a creative collaboration, it brings two iconic brands together to spark consumer excitement, strengthen market relevance, and create meaningful business impact,” she added.

The campaign is led by Pop Mie's Noodle Division, with MullenLowe Lintas Indonesia handling creative development and execution. Pop Mie is produced by Indofood CBP Sukses Makmur, part of the Indofood Group.

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