Indomie Instant Noodles marked this year’s World Noodles Day with a nationwide celebration tagged World Indomie Day, transforming malls, schools, and city centres into festive spaces that celebrated food, family, and shared culture.
The four-day event, which ran from October 3 to 6, featured activities across several Nigerian cities, with the main celebration held at Ikeja City Mall, Lagos. The venue was converted into a lively space of music, games, and performances that drew families and young people alike.
At the centre of the Lagos activation was the Upside-Down Indomie Kitchen, an immersive installation where tables, chairs, and cooking utensils appeared to hang from the ceiling. The installation served as both a photo zone and a metaphor for the brand’s intention to “turn ordinary moments into extraordinary memories.”
Speaking on the concept, Indomie Nigeria’s Brand Manager, Tope Sule, said the event went beyond product promotion. “World Indomie Day is more than a celebration of a brand; it’s a celebration of the people who have made Indomie a part of their everyday lives. It represents family, friendship, and shared moments around a meal that brings comfort and joy to millions,” he said.
The celebration extended beyond the mall into local markets and neighbourhoods. In Lagos, content creator and philanthropist Asherkine led an outreach campaign where freshly cooked noodles were served to residents and cartons of Indomie distributed in several communities. Similar initiatives took place across other states, reflecting the brand’s effort to connect with consumers at the grassroots.
For many participants, the event evoked a sense of nostalgia and belonging. “This wasn’t just a festival, it was a feeling,” said Lagos resident and mother, Susan Ige. “Indomie made us feel part of something bigger, a community that truly cares.”
Adding to the atmosphere, media personality Tomike Adeoye hosted activities at the Ikeja event, engaging families and interacting with children in a series of dance and cooking games.
According to Rahmotallahi Adeniyi, Regional Brand Manager for the South East, the celebration aimed to strengthen the bond between the brand and its consumers. “We wanted to create an atmosphere where our consumers could feel the true spirit of Indomie. World Indomie Day is our way of moving from a day about noodles to a day about people, our community, our family,” she said.
As festivities concluded nationwide, Indomie reaffirmed its message of togetherness and cultural connection. What began as a nod to a global food observance has evolved, in Nigeria, into a community event that reflects shared experiences around one of the country’s most familiar meals.
