Bakmi Mewah luxury meets noodles Indonesia Asia

Cimigo
Jan 17, 2016

Instant noodles are a staple in the Indonesia’s collective diet. Bakmi Mewah (Luxurious Noodles) joins the market with a unique luxury proposition that redefines the category. More than instant noodles as we know them, Bakmi Mewah is closer to the chicken noodles (Mie Ayam) served by hawkers, providing slices of chicken, mushrooms, and dried leeks to complete your meal. The packing reinforces the proposition, not a plastic pack but a luxurious carton box.

Even the seasoning is different, not a small plastic pouch with powder, but instead, Bakmi Mewah sports a seasoning paste with a mix of oil, seasoning, and salt soy sauce. No powder suggests no monosodium glutamate (MSG) implying a healthier meal. Compared to a hawker meal at a typical IDR 10,000 price tag, Bakmi Mewah is retailing at IDR 7,000. Regular instant noodles are a mere IDR 2,000.

Whether Bakmi Mewah sources business from hackers (more hygienic, no MSG, convenience) or other instant noodle brands (more luxurious, more nutritious) remains to be seen. However, this noodle innovation is yet more evidence of marketers responding to consumer trends in Indonesia, Asia for heather lifestyles.

More hot consumer market research trends Indonesia Asia

Cimino, a market research agency Indonesia, Asia presents the latest consumer trends.

ESOMAR Connect: Shaping tomorrow’s insights in Vietnam – hosted by Cimigo

Jun 05, 2025

Join us for ESOMAR Connect: Shaping tomorrow’s insights in Vietnam on Thursday, June 26th at

How Indonesians perceive and use AI: a Snapshot from everyday life

Jun 10, 2025

Artificial Intelligence (AI) is no longer a futuristic concept; it has become an increasingly

Indonesia consumer trends 2025

May 11, 2025

Indonesia consumer trends 2025 highlights eight key reasons why Indonesia is poised for a rebound.