Afgan Reveals His Emotional Closeness with Mi Instan Since Childhood

Press conference and opening of Come See Mie Fest 2026: "Slurp Away to the Sedaap Wonderland" (Photo: Dok. Wings Group)

JAKARTA - For singer Afgan, instant noodles are not just a practical meal. There is an emotional closeness that has been established for a long time, even becoming part of his daily life to this day.

The singer of the song Sadis admitted that instant noodles have been one of his favorite comfort foods since long ago. It was this closeness that made him feel special when he was trusted to be part of the journey of a brand that has also been present in the midst of the Indonesian people.

This was revealed by Afgan in a press conference and the opening of Come See Mie Fest 2026: "Slurp Away to the Sedaap Wonderland" at the GBK City Forest, Jakarta on Thursday, June 11, 2026.

"Mi instant has always been my comfort food. Even before getting on stage today I had eaten noodles first. In my family we have been eating instant noodles for years, so when I was invited to be part of the big Mie Sedaap family it felt special," said Afgan.

Afgan's journey with Mie Sedaap also developed from year to year. If in 2025 he was present as a performer in the Come See Mie Fest in Kota Kasablanka, now the 37-year-old singer is trusted as the Brand Ambassador of Mie Sedaap Soto.

"I still remember last year being present at the Come See Mie Fest as a guest star. This year I'm back with a bigger role as a Brand Ambassador. Of course I'm proud to be able to see firsthand how Mie Sedaap continues to grow with the times and stay close to its consumers," he explained.

As a musician, Afgan sees similarities between the process of working that he goes through with the journey of a brand that continues to grow. According to him, both musicians and brands must dare to get out of their comfort zones in order to remain relevant.

"I always try not to stay too long in the comfort zone. If it's too comfortable, we don't grow. From music, appearance, to the way I work, I keep changing as part of the evolution process. I see Mie Sedaap also doing the same thing, keep innovating to bring new flavors and find creative ways to connect with the younger generation," he said.

More than two decades ago, Mie Sedaap, an instant noodle produced by WINGS Food, came as a challenger brand that dared to break the dominance of the Indonesian instant noodle market through innovation in taste and experience of enjoying different noodles. As a pioneer in the use of toppings on instant noodles, Mie Sedaap introduced the tagline "It's clear that it tastes good" which later stuck in people's minds.

Over time, Mie Sedaap continues to grow with its consumers. In the midst of changing cultures, trends, and the way young generations interact with brands, Mie Sedaap continues to adapt to remain relevant.

Today, the spirit as a pioneer of taste innovation is still the main DNA of Mie Sedaap. Not only has it developed into one of the largest instant noodle brands in Indonesia, Mie Sedaap has also expanded into a global brand that is present in various countries and is getting closer to the culture, community, and passion of the younger generation.

Head of Marketing Noodle Category WINGS Group, Katria Arintya Anindyantari said the journey of Mie Sedaap from a challenger brand to a global brand was not only marked by business expansion, but also the ability to continue to evolve in line with changes in the lifestyle of its consumers.

"The courage to break boundaries is the key to growth. Mie Sedaap has been known as a pioneer of taste innovation in the instant noodle category and to this day we continue to push the limits of creativity, experience, and taste that we can present to consumers. Relevance must continue to be built through innovation and experience that is closer to consumers," said Katria.

According to him, young people today are not only looking for tasty products, but also meaningful experiences that can be shared through social media.

"We are not only innovating in taste, but also presenting a creative and immersive experience. We want to make every experience with Mie Sedaap feel alive and memorable for the audience," he said.

This spirit is realized through the Come See Mie Fest 2026 which takes place in the GBK City Forest, Jakarta, on June 11-14, 2026 with the theme "Sluurp Away to Sedaap Wonderland".

The festival presents a fantasy world filled with artistic installations, immersive visual experiences, creative technology, and various interactive activities designed to evoke wonder and exploration. Visitors not only enjoy food and entertainment, but are also invited to be part of a story that can be shared with their community.

Katria explained that the Wonderland concept was also realized through various unique menu creations that can only be found at the festival.

"In the past, instant noodles may have been served simply. Now we are trying to present it in a more creative way so that the menus we present feel alive. Because this year's theme is Wonderland, we also present a variety of special menus that are unique and full of surprises," he explained.

In addition to presenting the festival experience, Mie Sedaap also continues to strengthen its product innovation. One of them is through the launch of Ramen YES which offers the experience of enjoying Japanese ramen for Indonesian consumers.

At the same time, Mie Sedaap also introduced a new recipe for Mie Sedaap Kari Kental Spesial. This Indonesian people's favorite variant is now available with a thicker broth, richer curry flavor, and more chewy noodle texture.

"We never stop rejuvenating. Our products continue to evolve and we continue to strive to provide the best for consumers. This is part of the effort to build loyalty while ensuring that Mie Sedaap remains relevant to the needs of the community," said Katria.

For Mie Sedaap, creativity is about opening up new possibilities and connecting taste, culture, community, and imagination in one holistic experience. Through various product innovations, creative collaborations, and evolving experiences, Mie Sedaap wants to continue to bring new meaning to a taste for today's generation.

"With the spirit of bringing taste into people's lives, we want to continue to grow together with consumers and become part of their daily experience," concluded Katria.

Press conference and opening of Come See Mie Fest 2026: "Slurp Away to the Sedaap Wonderland" (Photo: Dok. Wings Group)