Food innovators revolutionising the global food culture
Cup Noodles was invented in 1971 as a warm meal that can be served anywhere and any time just by adding hot water and waiting three minutes. Now, almost 50 years later, Cup Noodles is sold in more than 80 countries globally, innovating the food culture not only in Japan, but around the world. Nissin Foods Holdings Co., Ltd. is the holding company for a group of companies centring around Nissin Foods Co., Ltd., which launched Cup Noodles.
Nissin Foods Holdings Co., Ltd. is a holding company of the Nissin Foods Group and its Design Room plays a key role in organising product packaging for domestic and overseas Group companies. With each member of the team handling 100 different products every year, the Design Room seeks to further improve design quality and operational efficiency by utilising the various features of Adobe Creative Cloud for teams as communication tools to interact with external designers.
According to Hiroki Yamamoto, Head Designer of the Design Room, “Nissin Foods is known for being the first to invent instant noodles, so for us, it is incredibly important to have the mind of an innovator. Our slogan for Cup Noodles this year is ‘Crazy Makes the Future.’ Based on the philosophy that being over the top is the way to pioneer the future, we constantly face the challenge of surprising the world with our product development and advertising.”
One such example is the release of limited edition Cup Noodles products that contain lots of minced meat, known colloquially on the Internet as ‘mystery meat’. As Cup Noodles symbolises the brand itself, the endeavour to update Cup Noodles is inherent in the corporate culture itself—be creative and innovate.
The company also opened a new style of staff cafeteria at its Tokyo headquarters, called ‘Kabuteria’. The cafeteria combines the spatial concept of a creative garage with the event concept of a stock-linked staff cafeteria, where the objective is to promote each employee’s active engagement in raising the company’s stock value. It is a space where any employee pursuing a new potential food can brainstorm creative concepts and ideas to increase corporate value, which is a truly unique initiative taken by the Nissin Foods Group.