Knorr Korean Ramen × Squid Game | Dare to Slurp
Knorr turns ramen consumption into a culturally native gaming experience for Gen-Z
Challenge
Knorr was launching its Korean Ramen range in India and needed to connect with Gen-Z, a generation that actively avoids traditional advertising and engages instead through gaming, creators, and pop culture.
While Knorr is a trusted household brand, it lacked relevance in gaming-first youth culture. At the same time, Squid Game remained one of the most culturally influential IPs for Gen-Z, deeply embedded in gaming communities through recreations, challenges, and fan-led content.
The challenge was to cut through a crowded instant noodle market and make Knorr culturally relevant by earning attention. The brand needed to move beyond communication and become participatory, creating a mobile-first experience that felt native to how Gen-Z plays, snacks, and socializes.
Idea
Knorr transformed eating into gameplay with Dare to Slurp - India’s first voice-activated AR gaming experience built around food. Inspired by Squid Game’s iconic “Red Light, Green Light,” the campaign turned the cultural act of slurping ramen, a sign of enjoyment in Korean food culture, into a survival mechanic. Players scanned a QR code on limited-edition Knorr Korean Ramen packs to enter an AR game where timing their real-life slurp determined whether they survived or got eliminated. The grand prize was a round trip to Seoul.
The experience extended into India’s gaming ecosystem through 100+ livestreamers, in-game integrations across popular titles, and creator-led storytelling on YouTube Shorts and Instagram Reels. Multi-platform media amplification ensured the experience scaled seamlessly across mobile, gaming, social, and quick commerce, turning every noodle pack into a gateway to play.
Results
Dare to Slurp delivered exceptional engagement and business impact.
70,000+ unique players generated 1.29 million replays, averaging 18.27 plays per user.
The AR game recorded an average dwell time of 108 seconds, nearly 18× higher than global AR benchmarks.
100+ gaming creators drove 4 million livestream views and 40,000 direct commerce clicks.
The campaign reached 60 million users, delivered 0.5 billion impressions, and drove a 2.5× sales uplift on quick-commerce platforms.
Knorr didn’t just launch a product, it created a cultural gaming moment, redefining how non-endemic brands can meaningfully engage India’s gaming-first generation.
