Few months ago, Kokomi, under Masan Consumer, introduced a creative twist to the instant noodle category with its new Kokomi Snacking instant noodle snack. Each 70g pack is designed around a playful “eat 2 ways” concept, giving consumers the freedom to enjoy noodles either as a crunchy snack or as a mixed noodle dish.
For years, some consumers — especially children and teens — have eaten uncooked instant noodles straight from the pack, savoring their crunchiness like chips. Kokomi’s innovation embraces this habit and turns it into a product feature. The noodles can be crushed and eaten dry for a satisfying crunch, or prepared with hot water, drained and mixed with seasoning for a flavorful dry noodle dish.
The turquoise pack highlights the Garlic Butter Stir‑Fried Lobster flavour, while the red and purple pack features Grilled Wagyu Beef. Both designs showcase a cheerful Pistachio mascot, reinforcing the fun, snack‑like positioning.
By formalising the way consumers already enjoy instant noodles uncooked, Kokomi bridges two consumption occasions in one product. It is both a snack and a meal, reflecting modern lifestyles where convenience, novelty, and playful eating experiences matter.
