Mi Sedaap through the years: Tracing the journey of a beloved noodle brand
To meet customers’ evolving preferences, Mi Sedaap is innovating new flavours that draw inspiration from pop culture.

Mi Sedaap is best known for the Mi Sedaap Goreng Asli variant, which comes with a generous topping of fried onions. Photos: Mi Sedaap
Instant noodles are one of the world’s most popular convenience foods, with global consumption rising for the seventh consecutive year to hit 121.2 billion servings in 2023.
In Southeast Asia, noodles have always been a staple – and one of the region’s most well-known brands is Mi Sedaap (or Mie Sedaap in Indonesia), an instant noodle purveyor owned by WINGS Group Indonesia.
Mi Sedaap was launched in 2003 with two flavour variants: Mi Sedaap Goreng Asli, which features uniquely chewy noodles and a generous topping of the brand’s Kriuk Kriuk fried onions, and Mi Sedaap Soto soup, a tangy Indonesian favourite accompanied by koya (seasoning powder) for an authentic, homestyle experience.
Twenty-one years on, Mi Sedaap is available in 30 countries, including Malaysia and Singapore. Its ever-expanding product line-up is borne out of the WINGS Group’s philosophy: “The good things in life should be accessible to all”.

According to Ms Katria Arintya Anindyantari, marketing manager, Noodle Category, at WINGS Group, the company’s research efforts indicate that when it comes to instant noodles, consumers’ top three priorities are texture, variety and a bold taste.
These preferences have driven Mi Sedaap’s product development team to create inventive flavours, such as the extra-large serving of crunchy Kriuk Kriuk fried onions in Mi Sedaap Goreng Asli – an estimated five times the amount provided by other brands, noted Ms Katria.
With interest in healthier snacks growing in the region, Mi Sedaap Baked was launched last year in Indonesia. The noodles are baked instead of fried, have a lower fat content and are served without added monosodium glutamate and artificial colourings.
Ms Katria shared: “Mi Sedaap Baked targets active, young consumers who are conscious about what they consume. It comes with turmeric and spinach as well as seaweed and lime leaf toppings.”

Staying attuned to evolving trends, particularly those influenced by Generation Z and Generation Alpha, guides Mi Sedaap in determining the trajectory of its new flavour offerings. In 2020, as Korean pop culture was surging in popularity among young Southeast Asians, Mi Sedaap drew inspiration from Korean street food to create its Mi Sedaap Korean Spicy Chicken flavour, which was so well-received that the cup noodle version was promptly launched the following year.

STRIDING FORWARD IN QUALITY AND CREATIVITY
In addition to keeping a finger on the pulse of consumers’ desires, Mi Sedaap strives to maintain the high quality of its products and their adherence to numerous halal and food safety standards, including the ISO 22000 Certification on International Standards of Food Safety Management and the ISO 9001 Certification on International Quality Management System.
Going forward, Mi Sedaap is seeking to engage more meaningfully with its customers, such as those in the Gen Z cohort, whose values are centred in sustainability. One example is the WINGS Group’s Yayasan WINGS Peduli environmental sustainability campaign, which encourages the public to sort through their household waste and deposit recyclables at the nearest recycling bank. “The response from the public has been very positive,” said Ms Katria. “We hope to educate more people on how to manage household waste and to raise awareness of the waste banks in their neighbourhood.”
Another point of engagement is Mi Sedaap Malaysia’s official YouTube account, where consumers can try out the noodle brand’s recommended preparation methods and creative hacks, like noodle-filled donuts and noodle carbonara, Mi Sedaap-style.

“From developing international flavours to special toppings like our Kriuk-Kriuk fried onions that you won’t find anywhere else, we want our customers to have a unique eating experience,” said Ms Katria. “Mi Sedaap’s top priority is ensuring that consumers enjoy the chewy noodle texture and a wide variety of flavours in our products.”
Learn more about Mi Sedaap and its range of instant noodles.