When eating Cup Ramen, the Japanese use timers to exactly time the minutes required for the noodles to cook. This was until one day, a man tweeted that Donbei noodles tasted even better after 10 minutes, rather than the designated 5. The word spread immediately and became a topic of conversation through those wanting to try it and those who actually did.

After 5 days following the initial tweet introducing the “10-minute Donbei” concept, Nissin announced the creation of a website for their apology. This was followed by “10-minute Donbei” TV commercials that began to air days later. In addition, a tool to support the “10-minute Donbei”, the “10-minute Donbei timer” was made available after days.