Nissin Foods Taps Anime for New Noodle Line

Dentsu's campaign pairs Nissin's three new instant noodle flavors with the Dandadan anime series in the U.S. market.

Updated on Nov. 4, 2026 in Japanese Food

A steaming bowl of noodles with chopsticks and scallions on a pale wooden counter in soft window light. — Nissin Foods USA is launching three new instant noodle flavors this month, promoted through a Dentsu campaign tied to the anime series Dandadan. AI Illustration. Upload story photo >

Live Poll

Would you buy a new anime-branded instant noodle flavor at your grocery store this fall?

Dentsu has launched a social media campaign for Nissin Foods USA promoting its new Bold Tastes of Tokyo instant noodle line tied to the anime series Dandadan. The three new flavors are now available at Walmart, Kroger, Albertsons, H-E-B, Meijer, BJ's, and online.

Why it matters

The campaign reflects anime's growing mainstream reach in the United States, with more than one-third of Americans reporting they watch anime weekly. It also shows food brands increasingly seeking partnerships that feel authentic to fans rather than simple character licensing.

The Bold Tastes of Tokyo line includes Dan Dan (spicy sesame), Tonkotsu, and Spicy Miso flavors now sold at major U.S. retailers. Sales performance and campaign reach have not been disclosed.

The players

Dentsu

Dentsu is a major Japanese advertising and marketing company that runs global agency operations.

Nissin Foods

Nissin Foods is a Japanese food company known for inventing instant ramen and its Cup Noodles brand.

Kodansha Ltd.

Kodansha is a Japanese publisher of manga and anime properties, including titles widely adapted for international audiences.

The details

The campaign uses short teaser videos and a longer branded film distributed on Instagram and TikTok. It is part of Dentsu's J!P (Japanese IP) initiative, building on the agency's long relationship with Nissin in Japan.

September: Dentsu announced its deal with Kodansha Ltd. in the Americas.
Fall and winter: The noodle flavors are timed for the season when instant noodle consumption typically rises.

Culture Shift

The campaign extends Dentsu's J!P initiative, which uses Japanese intellectual property to reach American consumers. It follows the broader pattern of anime moving from niche fandom into mainstream American marketing.

Shoppers can find the three new flavors at Walmart, Kroger, Albertsons, H-E-B, Meijer, BJ's, and online. The products are positioned for the fall and winter months, when instant noodle purchases typically increase.

The takeaway

Anime-linked food products are becoming a practical way for brands to reach fans who already follow the category. Shoppers who enjoy the show may find the new flavors a simple way to engage with it at home.