foto: brilio.net/yani andriyansyah
Brilio.net - It has become commonplace for a festival to be an entertainment arena for all groups, especially Gen-Z. Understandably, festivals often feature various interesting offerings that combine musical performances, game arenas, and culinary offerings. It is no wonder that festivals are often used as a healing suggestion for Gen-Z.
This experience emerged at the Come See Mie Fest 2024 event held at Kiara Artha Park Bandung, November 8-10, 2024. This event, created by Mie Sedaap, one of Wings Group's food product lines, was held to celebrate two decades of Mie Sedaap's presence in Indonesia.
This festival is not the first time it has been held. Previously, Mie Sedaap also held a similar spectacular event at the GBK City Forest in Jakarta in December 2023. Then Journey to the Mythical Forest in Prambanan Yogyakarta in September 2024, and Meet the Stars of The Ultimate Journey in Jakarta in October 2024.
Now it's the turn of Come See Mie Fest 2024 which carries the theme Journey to the Mythical Land presented to the people of Bandung and its surroundings. Various excitements also emerged at this event ranging from innovations in taste, music, culinary, and art performances.
In Brilio.net's monitoring, since the entrance of the festival, the excitement was already visible. The symbolism can be seen from the play of colors on the ornaments presented. Very suitable for the younger generation. Through this event, Mie Sedaap, which is claimed to be the instant noodle brand of choice for Gen-Z, offers various exciting experiences that not only pamper the tongue, but also arouse the imagination that is very suitable for the spirit of today's young generation.
"Mie Sedaap is always committed to bringing taste to people's lives. At the Come See Mie Fest 2024 event, visitors can be pampered with lots of excitement and innovation that we provide to the younger generation," said Head of Marketing Food WINGS Group Indonesia, Katria Arintya Anindyantari, at a press conference in Bandung, Friday (8/11/2024).
Targeting Gen-Z through music
Gen Z are critical and socially conscious consumers. They want brands that align with their values, communicate in a unique and authentic way, and provide fresh, relevant experiences, both offline and online. Therefore, it is no surprise that Come See Mie is held in cities with high youth demographics, namely Jakarta, Yogyakarta, and Bandung.
Gen Z loves cross-category collaborations. Collaborations can be a very effective way for brands to capture Gen-Zs attention, as they highly value creativity, exclusivity, and innovation, Katria said.
In this event, music is one of the main attractions for Gen-Z. It is natural that the ibni event features a number of famous musicians and bands in the country such as Maliq n d'Essentials, Geisha, Vierratale, Mocca, The Changcuters, Bilal Indrajaya, Ten2Five, The Changcuters, Diskopantera, and many more.
"I'm so happy to continue collaborating with Mie Sedaap, especially in big events like Come See Mie Fest. Mie Sedaap continues to innovate, and we also always try to evolve in our work, both in terms of music and the concepts we offer. We want to continue to be relevant to the young generation who are thirsty for new and fresh experiences," said Tria, one of The Changcuters' personnel.
This is not the first time The Changcuters have collaborated with Mie Sedaap. Previously, they accepted Mie Sedaap's challenge last Ramadan by making the most hits advertisement. The story is very relatable to young people who are facing various challenges in life. It turned out that the video went viral. The total number of viewers has exceeded 10 million people.
Various excitement at Come See Mie Fest 2024 Bandung
At the Come See Mie Fest 2024 event, Mie Sedaap presents a series of exciting experiences with various exciting activities such as Mie Sedaap Special Menu Creation which presents 10 exclusive menus such as Mie Sedaap Gyu Truffle, Mie Sedaap Beef Matcha Ramen, to Sedaap Korean Jajangmyeong.
There is also a BBQ Corner and Soto Angkringan Corner that can be customized with your favorite toppings. All at an affordable price, only Rp25,000. Interestingly, all of these menus are prepared by professional chefs.
In addition, there is also art and collaboration between Mie Sedaap and local illustrator, WD Willy, to create five unique mascot characters that represent each variant of Mie Sedaap products, from Mie Sedaap Goreng to Mie Sedaap Singapore Spicy Laksa.
The characters are Dae Han, Greg, Sonya, Chibi, and Secha. In addition to the existing characters, at Come See Mie Fest Bandung, Mie Sedaap introduced Gracie, the newest character created by WD Willy. Gracie represents the Mie Sedaap Goreng variant ala Chef Devina. In addition, Mie Sedaap created exclusive merchandise in collaboration with local brands such as Cosmonaut, Porto X, and Nindito.
In addition, there are various areas at the festival such as dance area, calming area, gaming & travel area, food and beverage area, and fun & artsy area which offer unique experiences that can make visitors enjoy the festival even more, including immersive art installation, augmented reality photobooth.
There is also Sedaap Treasure Hunt where visitors get the chance to win limited merchandise by completing various exciting missions at the Sedaap Creative Lab booth.
Innovation of taste
At the closing event of the 2024 Come See Mie Fest series, Mie Sedaap is reintroducing several new variants that are ready to make the culinary experience even more tempting, namely Mie Sedaap Goreng with the innovation of 20% extra crispy fried onions and 20% extra savory koya which further enriches the taste. Then there is also Mie Sedaap Soto with the innovation of 20% extra savory koya which further enriches the taste.
No less interesting, there is also Mie Sedaap Selection Korean Spicy Chicken with additional seaweed crunch for an even more authentic Korean taste. Mie Sedaap Goreng ala Chef Devina, a collaboration with Chef Devina Hermawan, who serves the first chef-style instant noodles in Indonesia.
With the spirit of Don't Stop Mie Now, Mie Sedaap continues to be committed to providing innovative flavors that not only pamper the tongue, but also inspire the younger generation to continue to be creative.
(brl/red)
