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Food & Beverage

Indonesians' love for top noodle brand Indomie rekindled in pandemic

Death of flavor engineer behind fan favorite spurs fresh wave of buying

Indomie instant noodles on sale at a Jakarta market. Pandemic buying has benefited the brand. (Photo by Koya Jibiki)

JAKARTA -- Indomie, the half-century-old instant noodle brand that has been dubbed Indonesia's national food, has enjoyed an added boost from not only consumers cooped up at home amid the coronavirus pandemic, but also the recent death of a company legend.

Nunuk Nuraini, who was involved in flavor development for Indomie for three decades and created the much-loved mi goreng flavor, died in late January at 59. The news brought an outpouring of tributes and was even covered abroad by outlets including CNN and the BBC. The latter described her flavor -- based on a regional fried-noodle dish -- as a "cult favorite."

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