• by Sarah Mahoney , Staff Writer, December 12, 2025

Cup Noodles knows the modern office party can feel like a hostage situation. So Nissin Foods is teaming up with actor and comedian Joel Kim Booster to “rescue” one unlucky workplace from bland catering and awkward small talk. One grand-prize winner gets 500 steaming Cup Noodles hand-delivered by Booster himself.

The stunt is the latest expression of Cup Noodles’ new brand platform, “Do You. Eat Cup,” which encourages fans to indulge their cravings with what Priscila Stanton, senior vice president of marketing at Nissin Foods, calls “unapologetic abandon.” She tells CPG Insider how the brand is expanding its presence with younger consumers, and how Gen Z is reshaping ramen culture.

This interview has been edited for length and clarity.

CPG Insider: Before we get to the makeover-your-office-party idea, let’s start with the new platform. What is “Do You. Eat Cup” trying to do for the brand?

Priscila Stanton: The idea is to give Cup Noodles lovers permission to indulge their cravings.  There’s so much stress out there, so many expectations consumers feel, and sometimes you just want to let go. This campaign gives people permission to indulge and not care about all those pressures.

That’s why moments like the office holiday party make so much sense for us. There’s a lot of stress around having to go to them. So the moment ties directly back to the bigger campaign.

CPG Insider: Where is the core campaign running?

Stanton: We’re targeting Gen Z and younger millennials. We have a heavy digital and social plan because that’s where they live. They’re on TikTok, they’re digitally connected, and we want our message to feel natural—like it fits into their real lives. We also work with retail media networks through key retailers, but generally, it’s social.

CPG Insider: So the idea is that the platform itself is celebrity-free, and then you will layer in talent as needed, like Booster?

Stanton: Yes. Whether they’re celebrities or influencers, this younger audience looks to other voices when they’re consuming content. Collaborations amplify our message. But the foundation—the permission to indulge—is the core.

CPG Insider: So let’s talk about this holiday collaboration. Why Joel Kim Booster?

Stanton: When we were looking at moments we could participate in, this one lined up timing-wise. We wanted someone who personifies being authentic and not letting expectations cloud the way they live. Joel brings a funny, comedic tone that helps us deliver the message: You don’t have to put up with painfully awkward office holiday parties anymore.

He was excited about joining. And he’s having a moment—very active on social, and his role in “Loot” brings some of that office humor, too.

CPG Insider: Influencer marketing is in a weird place—audiences expect it, but they’re also tired of it. Are you thinking short-term partnerships, or do some become long-term?

Stanton: Not everything is a one-off. We look at having a collection of voices who can help drive our message, and there’s absolutely an opportunity for longer-term relationships. Sometimes you stumble upon the right partner. Joel could be one of them. It depends on the chemistry with the audience.

CPG Insider: Young male consumers overindex for Cup Noodles and also sports. How is that shaping your strategy?

Stanton: Young audiences consume sports content very differently. Instead of sitting down for “Monday Night Football,” it’s sound bites, clips, and social moments. Sports celebrities who connect well with fans do it through their social lives—off the field. That’s important for us.

CPG Insider: Many consumers are trading down in groceries but still want convenience and global flavors. How do younger consumers see Cup Noodles today?

Stanton: There used to be a “dorm food” connotation—I ate ramen in college, too. But this younger audience sees Cup Noodles differently. It’s comfort food, it’s a snack, and they’re less worried about what their parents think. Convenience is always going to matter, and given the economy, this is an affordable option that meets their needs.

From a portfolio standpoint, Nissin is expanding the types of ramen experiences we offer. We have new products coming that meet consumers across all kinds of ramen experiences. They’re eating ramen everywhere now—restaurants, grocery stores, at home—and they customize Cup Noodles in amazing ways. We see all of that on social.

CPG Insider: Last question: If I call you in mid-January, what will make you say this holiday activation was a success?

Stanton: The sweepstakes is a big part of it—having one lucky company win a new kind of holiday office party. Seeing Joel deliver that moment, creating excitement, and having people participate or watch—that’s where success lies. It’s about the moment we create and how it resonates.