Indomie

Indomie is an Indonesian instant-noodle brand produced by Indofood and sold in markets across Asia, Africa, Europe, the Middle East, North America, and Australasia. Its name combines “Indo,” referring to Indonesia, with “mie,” an older spelling of the Indonesian word for noodles. The brand was introduced in 1972 by PT Sanmaru Food Manufacturing Co. Ltd., initially with a chicken-broth soup noodle. A chicken-curry flavour followed in 1980, and the decisive product turning point came in 1982 with the introduction of Indomie Mi Goreng, a dry, stir-fried-style noodle inspired by the Indonesian dish mie goreng. Mi Goreng became the brand’s signature offering. Unlike soup noodles, it is prepared without broth and typically combines sweet soy sauce, chili sauce, seasoning oil, powdered seasoning, and fried shallot flakes. The format helped distinguish Indomie from many conventional instant-noodle products and gave the brand a strong flavour identity that could travel across markets. Export distribution began in the 1980s, and Indomie was introduced to Nigeria during that decade. In 1995, manufacturing began in Nigeria through Dufil Prima Foods, a joint venture involving Indofood and the Tolaram Group. Nigeria subsequently became one of the brand’s most important international markets, with local production, localized flavours, and extensive consumer recognition. The brand is sufficiently embedded in Nigerian popular culture that many consumers regard it as a Nigerian product. Indomie’s corporate history is connected to the development of Indofood’s packaged-food business. PT Sanmaru was acquired by PT Sarimi Asli Jaya in 1984, and the relevant businesses were later consolidated into PT Indofood Sukses Makmur Tbk in 1994. Indofood operates the brand in Indonesia, while licensed or affiliated manufacturing arrangements support production in several overseas markets. Indomie has been produced in Turkey since 2010 and Serbia since 2016; Pakistan is also served through local licensed manufacturing. The brand’s international manufacturing and distribution network has supported exports to more than 80 countries. Reference material describes annual production exceeding 19 billion packs and a network of 17 factories, although these figures are subject to change over time. The Indonesian portfolio extends well beyond the original Mi Goreng and soup formats. Product groupings include Indomie Goreng, Indomie Kuah, Kuliner Indonesia, Mi Keriting, and Hype Abis. These lines adapt regional Indonesian dishes, premium curly noodles, and highly spicy flavour profiles into shelf-stable noodle products. The brand also operates Pop Mie, an instant cup-noodle sub-brand with soup, fried-noodle, and spicy variants. Newer product experimentation has included Japanese Ramen and Korean Ramyeon series, as well as limited collaborations with other Indofood brands. Indomie’s positioning is mass-market, accessible, flavour-led, and culturally adaptable. It combines low-preparation convenience with seasoning profiles associated with Indonesian cuisine, while overseas variants are adjusted to local tastes. The brand’s cultural visibility has been reinforced by advertising, unusual promotional events, celebrity and music associations, and fan-driven consumption. Its global profile has also generated regulatory scrutiny, including a 2010 Taiwanese market withdrawal over alleged prohibited preservatives and 2023 recalls in Malaysia and Taiwan involving ethylene oxide detections in a special-chicken product. Despite these episodes, Indomie remains an active flagship brand of Indofood and one of the best-known instant-noodle names originating in Southeast Asia.

Indomie originated in Indonesia during the early development of the country’s instant-noodle market. PT Sanmaru Food Manufacturing Co. Ltd. introduced the brand in June 1972 with a chicken-broth product. A chicken-curry soup variant followed in 1980. In 1982, the company added Mi Goreng, a dry noodle based on mie goreng, an Indonesian stir-fried noodle dish. The product used separate liquid and dry seasoning sachets and rapidly became a major commercial success. PT Sanmaru was acquired by PT Sarimi Asli Jaya in 1984. The business was subsequently incorporated into PT Indofood Sukses Makmur Tbk in 1994, placing Indomie within one of Indonesia’s largest packaged-food groups. The brand expanded through exports during the 1980s and became particularly successful in African markets. Nigeria became a strategic production centre: Indomie entered through exports in the 1980s, while Dufil Prima Foods established local manufacturing in 1995. The Nigerian business developed locally relevant flavours and marketing, helping Indomie become a prominent part of the country’s everyday food culture. International manufacturing later expanded to Turkey in 2010 and Serbia in 2016, with Pakistan also receiving locally manufactured products through a licensed producer. The wider network has allowed Indomie to serve more than 80 export markets. Product localization has been central to this expansion. While the original Indonesian portfolio emphasizes flavours such as chicken broth, curry, soto, rendang, sambal, and satay, overseas markets may receive different recipes, pack sizes, and seasoning combinations. In Indonesia, the brand developed a structured portfolio around Goreng dry noodles, Kuah soup noodles, Kuliner Indonesia regional-food variants, Mi Keriting premium curly noodles, and Hype Abis spicy products. Pop Mie extended the franchise into cup noodles. Later innovations included Japanese Ramen products launched in 2023 and Korean Ramyeon products launched in 2024. Some products have been limited editions or market-specific releases, demonstrating the brand’s reliance on frequent flavour innovation. Indomie has also used publicity and cultural associations to strengthen its reputation. In 2005 it produced a record-sized packet, and in 2009 film critic Roger Ebert included Indomie among his suggested Christmas gifts. Music and popular culture have continued to reference Mi Goreng, including Courtney Barnett’s 2016 song “Three packs a day.” The brand’s visibility has not been without controversy. A 2010 Taiwanese withdrawal concerned alleged use of preservatives prohibited under local regulations, while a 2023 recall in Malaysia and Taiwan involved ethylene oxide detections. These incidents affected particular markets and products rather than ending the brand’s operations. Indomie remains an active Indofood brand with a large Indonesian base and extensive international reach.

1. 2024NewJeans appointed brand ambassador

   NewJeans became global ambassador for Mi Goreng and local ambassador for the Korean Ramyeon series in Indonesia.

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2. 2023Japanese Ramen series expanded the portfolio

   Indomie introduced a Japanese-inspired Ramen series with soup and fried-noodle variants.

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3. 2016Serbian production began

   IndoAdriatic Industry began licensed production in Serbia for the European market.

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4. 2010Taiwan preservative dispute

   Taiwan temporarily withdrew Indomie products over reported prohibited preservatives.

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5. 2005Record-sized packet produced

   Indomie produced a giant packet weighing hundreds of kilograms and received Guinness World Records recognition.

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6. 1995Nigerian production began

   Dufil Prima Foods began manufacturing Indomie in Nigeria.

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7. 1994Integration into Indofood

   The relevant businesses were consolidated into PT Indofood Sukses Makmur Tbk.

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8. 1987Pop Mie introduced

   Indofood introduced Pop Mie as an instant cup-noodle sub-brand.

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9. 1984Sanmaru acquired

   PT Sanmaru Food Manufacturing was acquired by PT Sarimi Asli Jaya.

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10. 1982Mi Goreng launched

    The dry fried-noodle format based on mie goreng became Indomie’s signature line.

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11. 1980Chicken-curry soup variant introduced

    Indomie expanded its soup-noodle range with a chicken-curry flavour.

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12. 1972Brand launch in Indonesia

    PT Sanmaru Food Manufacturing introduced Indomie with a chicken-broth soup noodle.

    Source

Mass-market convenience food built around distinctive Indonesian-inspired flavours, broad affordability, and international adaptability.

• Indomie Mi GorengDry fried instant noodles1982

  Indomie’s best-known product family is inspired by Indonesian mie goreng. The noodles are prepared without soup and are mixed with sweet soy sauce, chili sauce, seasoning oil, powdered seasoning, and fried shallot flakes. The range includes Original, Pedas, barbecue-chicken, satay, green-chili, ribs, rendang, and other market-specific flavours. Standard packets, jumbo packs, and cup formats are available in selected markets.

• Indomie KuahSoup instant noodles1972

  The Kuah range contains soup-style instant noodles built around flavours such as chicken broth, chicken curry, shrimp broth, soto mie, and special soto. Export markets may also receive beef and vegetarian variants. The line represents Indomie’s original product format and remains a core part of the Indonesian portfolio.

• Kuliner IndonesiaRegional Indonesian cuisine noodles

  Kuliner Indonesia translates regional Indonesian dishes into instant-noodle flavours. Examples include Mie Aceh, Ayam Pop, Cakalang, Rendang, Coto Makassar, Empal Gentong, Mie Celor, Mie Kocok Bandung, Rawon, and several regional soto styles. Availability varies by market and product lifecycle.

• Mi KeritingPremium curly noodles

  Mi Keriting uses a curly noodle format and is positioned above standard packet noodles through more elaborate seasonings and toppings. Variants include grilled chicken, special fried noodles, salted egg, and Real Meat products containing chicken in selected flavours.

• Hype AbisSpicy and novelty noodles

  Hype Abis is an Indonesian-focused line built around intense spice and novelty flavour concepts. Products have included Ayam Geprek, Seblak Hot Jeletot, Kebab Rendang, and other experimental releases. Some associated products, such as Mieghetti Bolognese and a Chitato collaboration, were limited or discontinued.

• Pop MieInstant cup noodles1987

  Pop Mie is Indomie’s cup-noodle sub-brand, introduced in Indonesia in 1987. Its portfolio includes chicken, onion chicken, meatball, curry, soto, fried-noodle, and spicy products. Some variants add rice or dumpling-inspired components, extending the convenience proposition beyond standard packet noodles.

• Japanese Ramen seriesJapanese-inspired instant noodles2023

  Introduced in Indonesia in 2023, the series includes Shoyu soup noodles, Takoyaki fried noodles, Tori Miso soup noodles, and later Tori Kara spicy chicken soup noodles.

• Korean Ramyeon seriesKorean-inspired instant noodles2024

  Introduced in Indonesia in 2024, the Korean Ramyeon series includes Fiery Chikin fried noodles, K-Rosé fried noodles, and Spicy Ramyeon soup noodles.

• 2024NewJeans Mi Goreng ambassador campaign

  Global · Indonesia

  Indomie appointed NewJeans as global ambassadors for Mi Goreng and as Indonesian ambassadors for the Korean Ramyeon series.

  Outcome. Linked the brand’s flagship product and newer Korean-inspired line with a major international pop-culture audience.

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• 2009Twelve Gifts of Christmas

  United States

  Film critic Roger Ebert included Indomie in his Twelve Gifts of Christmas recommendations, providing unusual international cultural exposure for the brand.

  Outcome. Increased publicity among international audiences.

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• 2005Largest Packet of Instant Noodles

  Indonesia

  Indomie created a giant packet using the same basic ingredients as a standard product. The packet was reported as approximately 3.4 metres by 2.355 metres by 0.47 metres and weighed about 665 kilograms.

  Outcome. Received Guinness World Records recognition.

  Source

• 2024Korean Ramyeon seriesProduct launch

  The brand expanded its novelty and international-flavour strategy with Korean-inspired products.

  What changed. Indomie launched Fiery Chikin, K-Rosé, and Spicy Ramyeon variants in Indonesia.

  Aftermath. NewJeans was subsequently appointed to promote the series in Indonesia.

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• 2023Japanese Ramen seriesProduct launch

  Indomie continued expanding beyond its traditional Indonesian flavour architecture.

  What changed. The company introduced Shoyu, Takoyaki, and Tori Miso products, followed later by Tori Kara.

  Aftermath. The portfolio gained a Japanese-inspired platform for product experimentation in Indonesia.

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• 1995Local manufacturing in NigeriaStrategy

  Nigeria had become an important export market after Indomie’s introduction there during the 1980s.

  What changed. Dufil Prima Foods established local Indomie manufacturing.

  Aftermath. Nigeria became one of Indomie’s most prominent international markets and a major African production base.

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• 1982Launch of Mi GorengProduct launch

  The brand sought to broaden its soup-noodle offering with a format based on the Indonesian fried-noodle dish mie goreng.

  What changed. Indomie introduced dry noodles served with separate liquid and powdered seasonings.

  Aftermath. Mi Goreng became the brand’s signature product and a major export vehicle.

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• 2023Ethylene oxide recallsControversy

  Malaysia and Taiwan recalled Indomie special-chicken noodles after health authorities detected ethylene oxide in the product.

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• 2010Taiwan preservative withdrawalControversy

  Taiwanese authorities reported that Indomie products sold in the market contained sodium benzoate and methyl p-hydroxybenzoate, substances treated as prohibited in the cited regulatory context. Products were withdrawn temporarily. Indofood responded that the products concerned were manufactured for other markets, and Taiwan later allowed sales to resume.

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• 2024NewJeans became a Mi Goreng global ambassador

  Indomie appointed South Korean girl group NewJeans as global ambassadors for Mi Goreng and as Indonesian ambassadors for its Korean Ramyeon series.

  CampaignLeadership change
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• 2011Indomie products returned to the Taiwan market

  Taiwanese authorities allowed the products to re-enter the market after the 2010 dispute.

  Regulation
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• 2005Indomie created a record-sized noodle packet

  The brand produced a giant instant-noodle packet that received Guinness World Records recognition.

  Campaign
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• 1995Indomie began Nigerian manufacturing

  Dufil Prima Foods opened a Nigerian production facility for Indomie, establishing a major base in Africa.

  Other
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• 1982Mi Goreng entered the market

  Indomie launched its dry fried-noodle format, which became the brand’s defining international product.

  Product launchProduct generation
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• 1972Indomie introduced its first chicken-broth noodle

  PT Sanmaru Food Manufacturing launched Indomie in Indonesia with a chicken-broth flavour.

  Product launch
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1. Indomie
2. Indomie official website