Historic instant noodle company taps agency for creative media relations as it launches new product innovations and targets younger consumers.

LOS ANGELES (September 16, 2025) – Interpublic Group (NYSE) agency Golin, today announced a new partnership with Nissin Foods USA, the company behind beloved Cup Noodles and Top Ramen brands. The agency will lead strategic media relations efforts to support Nissin’s bold brand evolution vision aiming to transform the ramen aisle and to drive relevance, differentiation and engagement across the category — specifically with younger Gen Z and Millennial consumers.

The relationship is led by Golin’s Western Region with talent in Los Angeles and San Francisco offices. The core team also includes specialists from Golin New York rounding out the comprehensive communications support. Together, the integrated Golin team will lead earned media strategy for Nissin’s upcoming product innovations and seasonal launches while also elevating its successful company and brands.

“We wanted a brand PR partner who could match our bold thinking, and the Golin team’s ideas proved they understand how to disrupt status quo while still celebrating the legacy we’ve built over many decades,” said Brian Huff, President and CEO of Nissin Foods USA. “Our vision is to transform the ramen aisle and appeal in new ways to the modern buyer. We’re looking forward to collaborating on insight-based approaches that will be fun, creative and help us achieve our growth ambition.”

Work officially commenced on August 1. Nissin Foods cited Golin’s collaboration, strategic thinking and ability to build upon existing brand strategies as key factors in the selection decision.

“What excites us most about Nissin is the opportunity to help a true category pioneer write its next chapter,” said Hollie Pantano, West Coast Managing Director, Golin. “Momofuku Ando invented instant ramen in 1958, creating an entirely new food category. Now we get to help these legacy brands capture the imagination of a new generation while honoring that incredible heritage of innovation.”

For 65 years, Nissin Foods has created delicious and convenient Asian-inspired meals at affordable value. The company will debut several exciting new innovations later this year, further transforming the category and driving its innovative leadership stance.