Haraku Ramen Halal, the popular Indonesian noodle brand under the Ismaya Group, aimed to set a new standard in both gaming and dining with the launch of its limited edition product: ‘The One Noodle.’

The One Noodle is a single, unbreakable 3.5-meter-long noodle created for gamers.

As a solution to the growing demand for unique, immersive gaming experiences, the game-changing creation is designed for gamers who don’t want to be interrupted by the simple act of eating.

Tapping into Indonesia’s massive gaming culture, The One Noodle is a single, unbreakable 3.5-meter-long noodle.

With a thicker texture designed for better flavor absorption, this noodle ensures that gamers can enjoy a satisfying meal while they’re fully immersed in their game.

It’s the ultimate fusion of gaming and eating – no distractions, no interruptions, just pure gameplay.

“When the agency brought us this idea, I remember thinking—this is crazy, but also genius,” said Dewa Ari, Marketing Manager of Ismaya Group.

“Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can.”

The idea was conceptualised by BLKJ Havas and brought to life with the support of Moonfolks in Indonesia. BLKJ Havas’ creative direction, combined with Moonfolks’ digital and content strategy, ensured that The One Noodle would resonate across gaming communities.

“We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best,” said Guilherme Machado, Executive Creative Director at BLKJ Havas, and Anish Daryani, CEO of Moonfolks Indonesia.

“This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone—in this case, gamers. We’re thrilled to give our fans something that’s never been seen before.”

The One Noodle was available as a limited-edition product and sold out within days.