Immediately responding to the situation, Nissin made an official apology, recognizing that despite stipulating that Donbei requires 5 minutes to cook, leaving it for 10 minutes made the noodles just as tasty. Nissin officially apologized on their website and on news shows, creating TV commercials and online videos that promoted the “10-minute Donbei” concept.

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 XXX days later. In addition, a tool to support the “10-minute Donbei”, the “10-minute Donbei timer” was made available after XXX days.

The 10-minute DONDEI became incredibly popular all across Japan, the buzz leading to the product selling out all over the country. In addition to the 10-minute version, people started to experiment other new ways to enjoy DONDEI, creating further buzz and conversation, consequently spreading and promoting the concept of culinary diversity amongst the Japanese people.

The campaign also resulted in NISSIN achieving a 150% increase in sales over the previous year.