Our environment is changing dramatically in terms of family structure, work styles, and the way we connect with our surroundings. The spread of COVID-19 accelerated these changes, and it is becoming increasingly difficult to identify consumer needs accurately through conventional marketing, which is based on segmentation by gender and age. In light of recent inflation and rising costs, coupled with an array of evolving consumer demands, we are honing in on consumer insights, deploying product development, communications, and promotional strategies tailored to each specific insight.

The company is promoting three key strategies: reinventing our products to stay relevant, brand expansion tailored to our target market, and intriguing incentives to make people want to buy and try our products.

CUP NOODLE was the world's first cup-type instant noodles. Today, CUP NOODLE is the No.1 instant noodle brand, which we have promoted as a unique brand since 1971.

Overseas, we are clarifying the value of our unique offerings with competitive advantages in each area according to market conditions and target preferences, while adhering to the core values of the brand. In these ways, we are strengthening our brand. In North and Central America, for example, our brand proposition is Innovative Premium. In South America, it is Unique and Variety, while in Europe, it is Authentic Asia. In China and the rest of Asia, we pursue Advanced Quality. As a result of aggressive product development and marketing activities under the unique value offerings defined for each of these regions, the product is now sold in 100 countries around the world. In 2021, the 50th anniversary of the brand, CUP NOODLE reached a cumulative 50 billion servings worldwide.

We will continue to deliver deliciousness and enjoyment to people around the world, aiming to become a Century Brand. We will accomplish this goal by leveraging the brand power, development capability, and marketing expertise cultivated in Japan to overseas markets. We will also meticulously formulate and implement strategies tailored to consumer characteristics and market conditions in each region.

CUP NOODLES STIR FRY was featured in the IRI's 27th Annual “New Product Pacesetter Report.” IRI is a global firm offering innovative solutions and services to consumers, retailers, and the media. Each year, their "Pacesetter Report" highlights top-performing new products across the food, beverage, and non-food sectors. Amid growing demand for new and unique flavors, Nissin USA's CUP NOODLES STIR FRY secured a spot among the top 30 newest food and beverage products.

At the globally-renowned Effie Awards, which has celebrated marketing excellence for over 50 years, NISSIN LÁMEN and NOSSO SABOR both won gold. The Effies not only honor creativity but also sales performance, making them highly prestigious and notoriously difficult to win. This year, NISSIN LÁMEN was recognized in the "Long-term Effective" category for its continued market expansion, while NOSSO SABOR was lauded in the "Influencer" category for effectively leveraging local influencers to amplify its voice and achieve unprecedented engagement and sales.

At the Supermarket Stars 2022 held in Frankfurt, Germany, our DEMAE RAMEN brand was awarded “Top Brand 2022” in the instant foods category. This accolade, organized by Germany's most authoritative food newspaper, Lebensmittel Zeitung, is based on consumer data, considering factors like new user acquisition and market share increase. The DEMAE RAMEN brand saw a 1.5% market share increase in Germany within just one year and was praised for attracting many new users. Besides our highly popular chicken flavor, the newly launched miso and Japanese curry flavors have caught significant attention as vegetarian offerings.

Nissin China and Nissin Hong Kong launched a mini-program on WeChat, a platform boasting 1.2 billion active users. Users are directed from promotions using individual QR codes printed inside product lids and on other advertisements to the mini-program. Users can participate in raffles and games, accumulating points that can be exchanged for prizes. An integrated e-commerce platform also shares information about new and bundled products. The initiative is expected to employ big data, aiding in CRM management and insight analysis, which will, in turn, drive sales expansion through tailored promotions.

To ensure comprehensive and consistent brand management, NISSIN FOOD PRODUCTS adopted a brand manager system in 1990. Under this system, a brand manager is responsible for all aspects of brand management, from new product development to administration. Brand managers manage budgets for product development, production, and sales promotions. They also negotiate directly with general managers of sales, technical development, materials, logistics, and other departments, and may even negotiate with food trading companies, supermarkets, and other representatives to secure sales space. The mission of this brand mini-president is to grow the brand. This brand manager system fosters a corporate culture that leads to strong brands by creating internal competition among brands to deliver more innovative products and brand promotions.