UNIQLO Singapore cooks up first global UTme! collection with Nissin

UNIQLO Singapore has rolled out its first UTme! collaboration with a global brand, tapping Nissin and local artist JONTBOY for a playful series of T-shirts inspired by cup noodles.

The collaboration marks a shift from recent UTme! partnerships with local names such as Ya Kun Kaya Toast and Old Chang Kee. In conversation with MARKETING-INTERACTIVE, Paulene Ong, marketing director at UNIQLO Singapore, the team wanted to “do things differently” by bringing in a globally recognised brand while continuing to spotlight local talent through JONTBOY.

Ong pointed to Nissin’s dedication to research and development as a strong fit with UNIQLO’s LifeWear philosophy. She said both brands share a focus on evolving with the needs of their communities, making the partnership a natural extension of UTme!’s ethos of creativity and self-expression.

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"From pioneering the world’s first cup noodles, to continuous innovation of new flavours, this also mirrors our LifeWear philosophy – how our clothing is always evolving to suit the needs of our community," she added. 

The UNIQLO x Nissin UTme! collection features eight T-shirts and six embroidery designs inspired by the brand’s bold packaging and popular flavours, including chilli crab, tom yam seafood, chicken and seafood.

Each design includes easter eggs for local fans, such as a Merlion that sprays noodles in the seafood motif. The range also features a guide to making the “perfect” cup noodles in three minutes, after the team learned that many Singaporeans “don’t know how to make it properly”.

Two UTme! store exclusives are available at Orchard Central, Jewel Changi Airport and VivoCity. The designs spotlight Demae Iccho Boy and his family dressed in Japanese samue featuring a kebaya print, alongside local cultural elements such as the tingkat.

To build momentum around the launch, UNIQLO is running a series of teasers on Instagram featuring employees enjoying cup noodles in winter settings. Ong said the brand continues to highlight its staff across roles and nationalities as they “represent the true heart of our brand”.

The drop anchors the retailer’s bi-annual "Thank You Festival", which runs from 21 to 27 November. According to Ong, the festival remains one of the brand’s key moments to express appreciation to customers. This year’s edition includes expanded LifeWear offerings, limited deals on seasonal essentials and an exclusive UTme! line created to delight UNIQLO Singapore's customers and community.

Throughout the duration of the festival, customers who purchase one UNIQLO x Nissin UTme! T-shirt will receive a complimentary Nissin cup noodles in one of four local favourite flavours, while stocks last. A life-sized cup noodles installation will also be available for photo opportunities at the Orchard Central global flagship store.

Ong added that the collaboration stands out in UNIQLO’s creative calendar as it blends Japanese and local culture during the winter season, supported by visuals that lean into a playful mix of warmth, travel and cup noodles nostalgia.

The partnership follows a series of hyperlocal food-centric drops. In July, UNIQLO unveiled a collaboration with heritage breakfast brand Ya Kun Kaya Toast to celebrate Singapore’s 60th birthday. Launched on 1 August, the collection featured six designs paying tribute to the brand’s 80-year legacy, from scenes inspired by its original Far East Square outlet to playful riffs on kopitiam drink lingo.

In October, the retailer teamed up with Old Chang Kee for a collection celebrating Singapore’s culinary icons. Running from 17 October, the collaboration introduced seven UTme! designs and six embroideries featuring familiar visuals such as the Curry’O and the brand’s REX outlet, created with local studio Wheniwasfour. The launch was supported by store activations, including snack redemptions and collectible stickers, with select designs exclusive to UTme! stores.

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