Chicken Ramen

Chicken Ramen emerged from the conditions of postwar Japan. Ramen stalls attracted long queues, while food distribution remained difficult and households valued meals that were inexpensive, filling and easy to prepare. Momofuku Ando, who later founded and led Nissin Foods, saw an opportunity to transform freshly prepared ramen into an industrially produced household food. After severe business setbacks, Ando began developing a noodle that could be stored at room temperature and prepared with hot water. He worked in a small workshop behind his home in Ikeda, Osaka, reportedly conducting repeated experiments with dough, seasoning, drying and rehydration. The key process was flash-frying: the seasoned noodles were fried in oil so that water was removed rapidly, leaving a porous structure that could absorb hot water quickly. This process also allowed the noodles to carry their own seasoning, eliminating the need for a separate soup packet. Nissin launched Chicken Ramen on August 25, 1958. Its initial price was high compared with ordinary packaged noodles and restaurant ramen, but the product offered a new combination of convenience, storage stability and consistent flavor. Supermarket distribution and television advertising helped it reach consumers at scale. Demand soon outpaced supply, and the product became the foundation of Nissin's business and of the broader instant-noodle sector. The launch also shaped the institutional development of the industry. After competitors introduced similar products, Ando obtained patent protection for the manufacturing method. Rather than attempting to keep the entire field closed, Nissin entered licensing arrangements with numerous companies. This helped standardize the category and encouraged the growth of instant noodles as an industry in Japan. Ando also supported product dating, ingredient labeling and manufacturing standards, reflecting concern that consumer trust was essential to the category's long-term development. Chicken Ramen's identity remained unusually stable. Its basic chicken-flavored noodle block, preparation ritual and visual design continued to evoke the original product even as Nissin introduced new sizes and formats. Mini portions, bowl versions, large servings, cup formats and refill packs broadened the occasions for consumption. The egg pocket became one of the most recognizable functional updates. Introduced to help consumers place an egg on the noodle block, it was later refined into the W Egg Pocket, designed to hold the yolk and egg white more reliably. The brand's communications evolved alongside Japanese media. Nissin began using television early, and Chicken Ramen advertising later became associated with its catchy “So delicious, so quick” melody, the Hiyoko-chan mascot and celebrity demonstrations of alternative serving methods. In the 2000s and 2010s, advertising used entertainers and actors to present recipe variations, outdoor eating, dipping, chilled noodles and techniques for preparing the egg. Social-media work increasingly used Hiyoko-chan as the brand's conversational representative, allowing the product to participate in consumer discussions rather than relying only on conventional broadcast advertising. The 50th anniversary in 2008 was marked by limited packaging, a special oil, commemorative products and overseas manufacturing in selected markets. The anniversary strategy emphasized gratitude to consumers while promising continued evolution. Later activity followed the same principle: maintain the recognizable original while introducing small functional changes or new ways to eat it. The 0-Second Chicken Ramen product is an example. Consumers had long eaten ordinary Chicken Ramen dry, and a campaign beginning in 2017 helped make that behavior visible. Continued online discussion led Nissin to develop a dedicated product designed for dry consumption, which launched in 2022 and temporarily exceeded the company's expectations. Chicken Ramen has also served as a platform for highly distinctive advertising. The 2018 promotion for Chicken Ramen Akuma no Kimラー transformed the familiar mascot and melody into a darker, comic heavy-metal presentation. In 2024, the Chikira Hopper commercial used a parody dance and song to explain egg placement and helped the brand win CM Research Institute's Brand of the Year. In early 2026, a commercial featuring timelesz members dressed as Hiyoko-chan characters achieved a leading commercial-preference score, demonstrating the brand's ability to connect nostalgia with current entertainment culture. The product's influence extends beyond its own sales. Ando's experience developing a noodle that could be prepared without conventional kitchen equipment helped lead to Cup Noodles in 1971, after he observed American consumers breaking noodles into a paper cup and eating them with a fork. Chicken Ramen therefore occupies a foundational place in Nissin's product history and in the global history of convenience food. It remains active, with its original format at the center and an expanding set of bowls, cups, limited flavors, recipes and snack-style variants around it.

• 2026

  High commercial-preference score

  [9]Chicken Ramen January 2026 commercial-preference rankingadvertimes.com

  A Hiyoko-chan-themed commercial featuring timelesz members ranked first in the January 2026 commercial-preference survey reported by Japanese advertising publications.

• 2024

  Brand of the Year commercial award

  [8]Chicken Ramen Brand of the Year 2024advertimes.com

  Chicken Ramen received the 2024 Brand of the Year commercial-preference award from CM Research Institute, with the Chikira Hopper commercial cited as a representative work.

• 2022

  0-Second Chicken Ramen launches

  [10]0-Second Chicken Ramen product developmentcountand1.com

  Nissin launched a product specifically intended to be eaten dry, after sustained consumer interest in the behavior led to formal product development.

• 2018

  Akuma no Kimラー campaign

  [14]Akuma no Kimラー campaigntoyokeizai.net

  A darkly comic advertising campaign promoted Chicken Ramen Akuma no Kimラー by transforming Hiyoko-chan and the familiar jingle into a heavy-metal parody.

• 2017

  Dry-eating behavior promoted

  [10]0-Second Chicken Ramen product developmentcountand1.com

  Nissin promoted eating Chicken Ramen without hot water as the “0-Second Chicken Ramen” way of eating, before turning it into a dedicated product line.

• 2008

  50th anniversary program

  [5]Nissin Chicken Ramen brand-management interviewadv.asahi.com

  The brand marked its 50th anniversary with limited editions, commemorative packaging and products built around the promise of preserving the classic while continuing to evolve.

• 2007

  W Egg Pocket and overseas production

  [3]Chicken Ramen Japanese Wikipedia articleja.wikipedia.org

  Nissin expanded overseas manufacturing in selected markets for the anniversary period and redesigned the egg pocket into a two-level W Egg Pocket.

• 2001

  Large cup format introduced

  [3]Chicken Ramen Japanese Wikipedia articleja.wikipedia.org

  Nissin introduced a large bucket-style cup format, extending Chicken Ramen into a substantial single-serve container.

• 1984

  Signature advertising melody introduced

  [6]Chicken Ramen commercial strategy and usage occasionsxtrend.nikkei.com

  The familiar “So delicious, so quick” musical phrase first appeared in Chicken Ramen advertising and became a long-running part of the brand identity.

• 1971

  Chicken Ramen influences Cup Noodles

  [13]Chicken Ramen influences Cup Noodlesjpo.go.jp

  Ando's effort to make instant noodles usable without a bowl contributed to the development and launch of Cup Noodles.

• 1962

  Patent and licensing expansion

  [12]Patent and licensing expansionbusiness.nikkei.com

  Ando obtained patent protection for the instant-noodle manufacturing method and Nissin later licensed it to numerous companies, supporting the formation of a larger instant-noodle industry.

• 1960

  Early television advertising

  [11]CM Research Institute award commentarycmdb.jp

  Nissin begins using television sponsorship and advertising to build Chicken Ramen's mass-market presence during the early development of Japanese television.

• 1958

  Chicken Ramen launches

  [2]About Chicken Ramen: development and product historychickenramen.jp

  Nissin Foods launches Chicken Ramen in Japan on August 25, introducing a commercially successful instant noodle made from seasoned, flash-fried noodles.

An iconic, nostalgic and highly convenient Japanese instant-noodle brand that combines a largely preserved original recipe with playful usage ideas, limited editions and modern communications.

• Instant noodles · 1958

  Chicken Ramen

  The core product is a pre-seasoned, flash-fried noodle block with a chicken-based broth flavor. It is designed to be prepared by placing the block in a bowl, adding hot water and waiting a short period. Unlike many later instant noodles, the original format does not require a separate seasoning packet or water draining. The product's flavor, texture, package design and preparation ritual have remained recognizable across generations.

• Bowl instant noodles

  Chicken Ramen Donburi

  Chicken Ramen Donburi adapts the brand's seasoned noodle block to a bowl format. It provides a self-contained serving vessel and has been offered in the standard flavor as well as limited and regional flavor variations. The format supports the brand's convenience proposition while creating room for toppings, egg preparation and seasonal product development.

• Large cup instant noodles · 2005

  Chicken Ramen Big Cup

  The Big Cup line extends Chicken Ramen into a larger single-serve container. It has been used for substantial portions and anniversary or seasonal flavors, including versions inspired by dishes such as sukiyaki. The format combines the familiar chicken-noodle base with a more portable preparation and limited-edition flavor strategy.

• Dry snack-style noodles · 2022

  0-Second Chicken Ramen

  0-Second Chicken Ramen is a dedicated product for eating the seasoned noodle block without adding hot water. It grew out of a consumer behavior that Nissin had promoted as an alternative way to eat the standard product. By making the dry-eating occasion explicit in the product design, the line turns a user habit into a separate snack-like offering.

• Refill instant noodles · 2007

  Chicken Ramen Refill

  The refill format supplies Chicken Ramen noodles for use with a reusable container. It extends the brand's serving system beyond the conventional packet or cup and reflects Nissin's efforts to offer alternate formats for existing consumers.

• Flavored and limited-edition instant noodles · 2018

  Chicken Ramen Akuma no Kimラー

  Akuma no Kimラー is a strongly flavored variation associated with a deliberately exaggerated spicy and mischievous brand presentation. Its advertising recast Hiyoko-chan as an “evil” character and used a heavy-metal version of the familiar jingle, demonstrating how the brand uses limited products to create cultural attention.

• 2026Hiyoko-chan-tachi Birth

  Japan

  A commercial featured timelesz members Hashimoto Masaki, Inomata Shuto and Shinozuka Daiki in Hiyoko-chan costumes, presenting the small emotional lift of adding an egg to Chicken Ramen through song and character play.

  Outcome. The commercial ranked first in the January 2026 commercial-preference survey and achieved the brand's highest reported score in that series.

  Source
• 2024Chikira Hopper

  Japan

  The Chikira Hopper commercial used a parody of comedian Yuichiro Nagai's performance style, with a repeated rhythm and dance explaining how to place an egg in the egg pocket. The work combined instructional product communication with Nissin's deliberately comic advertising style.

  Outcome. It was identified as a representative work in Chicken Ramen's receipt of CM Research Institute's 2024 Brand of the Year award.

  Source
• 2020Try-new-ways-to-eat communications

  Japan

  Commercials featuring the comedy duo Pekopa and other campaigns encouraged consumers to experiment with serving occasions and preparation styles. The broader strategy sought to keep a mature brand relevant by giving consumers reasons to try it again.

  Outcome. Chicken Ramen entered the reported top ten of a commercial-preference ranking during the period.

  Source
• 2018Akuma no Kimラー

  Japan

  A commercial for the spicy Akuma no Kimラー variation turned Hiyoko-chan into an aggressive, comic character and replaced the familiar jingle with a heavy-metal treatment. The campaign positioned the new flavor as an exaggeratedly intense eating experience.

  Outcome. The work earned strong commercial-preference attention and illustrated Nissin's willingness to use disruptive creative executions for a heritage brand.

  Source
• 20170-Second Chicken Ramen usage campaign

  Japan

  Television advertising proposed eating Chicken Ramen dry without hot water. The campaign treated an informal consumer behavior as a playful, memorable usage suggestion.

  Outcome. Continued consumer discussion on social media contributed to development of the dedicated 0-Second Chicken Ramen product launched in 2022.

  Source
• 2012Hiyoko-chan social communication

  Japan

  Nissin used Hiyoko-chan as a more conversational social-media representative for Chicken Ramen, rather than relying only on formal product announcements. The brand's Facebook presence quickly attracted substantial engagement according to contemporaneous reporting.

  Outcome. The campaign helped make the mascot a central digital identity for the brand and supported broader experimentation with social communication.

  Source
• 200850th Anniversary

  Japan · Selected overseas markets

  The 50th-anniversary program thanked consumers for sustaining the brand and presented Chicken Ramen as a product intended to continue into its second half-century. It included a gold package, limited editions, a special oil and the W Egg Pocket update.

  Outcome. The campaign reinforced the balance between protecting the classic product and introducing practical refinements.

  Source
• 1984So delicious, so quick

  Japan

  Nissin introduced the musical phrase that became one of Chicken Ramen's most recognizable advertising assets. The short, memorable melody communicated the product's central promise of speed and taste.

  Outcome. The phrase remained associated with the brand for decades and was repeatedly adapted in later commercials.

  Source

• 2024

  Use parody-led instruction in heritage-brand advertisingOther

  Background

  The brand needed to communicate a simple egg-placement technique while maintaining relevance and entertainment value for a broad, multigenerational audience.

  Action taken

  Nissin used the Chikira Hopper parody format, combining a recognizable performance rhythm, Hiyoko-chan imagery and an explanation of the egg pocket.

  Aftermath

  The commercial contributed to Chicken Ramen receiving the 2024 Brand of the Year commercial-preference award.

  Source

• 2017

  Convert a consumer habit into a product lineStrategy

  Background

  Consumers continued posting about eating Chicken Ramen dry after an advertising campaign had presented the behavior as an alternative preparation method.

  Action taken

  Nissin developed a dedicated product, 0-Second Chicken Ramen, specifically formulated and positioned for dry consumption.

  Aftermath

  The product launched in 2022 and reportedly required a temporary sales pause because demand exceeded expectations.

  Source

• 2007

  Introduce the W Egg PocketGeneration change

  Background

  Consumers commonly prepared Chicken Ramen with an egg, but the original flat noodle block did not always hold the egg securely or help produce the desired result.

  Action taken

  Nissin redesigned the noodle block with two connected depressions intended to support the egg white and yolk separately.

  Aftermath

  The change became a signature functional improvement while preserving the familiar product and preparation ritual.

  Source

• 1962

  License the instant-noodle manufacturing technologyStrategy

  Background

  Competitors had begun producing similar instant noodles after Chicken Ramen's success. Nissin faced a choice between trying to restrict the category or allowing other manufacturers to participate.

  Action taken

  After securing patent protection, Ando chose to license the relevant technology to numerous companies rather than keep the category entirely exclusive.

  Aftermath

  The decision helped expand instant noodles into a broader Japanese industry, although it also reduced Nissin's ability to remain the sole producer in the category.

  Source

1. 1Chicken Ramen official brand sitechickenramen.jp
2. 2About Chicken Ramen: development and product historychickenramen.jp
3. 3Chicken Ramen Japanese Wikipedia articleja.wikipedia.org
4. 4The origin of instant rameninstantramen.or.jp
5. 5Nissin Chicken Ramen brand-management interviewadv.asahi.com
6. 6Chicken Ramen commercial strategy and usage occasionsxtrend.nikkei.com
7. 7Chicken Ramen and Cup Noodles social-media strategymarkezine.jp
8. 8Chicken Ramen Brand of the Year 2024advertimes.com
9. 9Chicken Ramen January 2026 commercial-preference rankingadvertimes.com
10. 100-Second Chicken Ramen product developmentcountand1.com
11. 11CM Research Institute award commentarycmdb.jp
12. 12Patent and licensing expansionbusiness.nikkei.com
13. 13Chicken Ramen influences Cup Noodlesjpo.go.jp
14. 14Akuma no Kimラー campaigntoyokeizai.net