The plastic waste problem is becoming more serious every year, everywhere.

On 50th anniversary of its launch, Cupnoodle decided to discontinue plastic sticker that has held the paper lid. And reduced plastic by 33 tons per year.

Nissin designed new paper lid with two tabs, and they must get the world to love new package that saves the environment.

CUPNOODLE ?changes to CATNOODLE.

Simulated two tabs as ears of a cat, and draw the kitty face on inner side of the lid.

By preparing a cute surprise when opened, it became beloved brand communication.

SDGs Rightness meets Kawaii Culture.

By combining the rightness of being environmentally conscious with kawaii charms everyone can love, users with less awareness on environment issues can also enjoy the project.

Kawaii lowers the big hurdle of social good involvement, making it simple enough for less conscious people to participate.

This one of the cutest products were sold throughout Japan, filling the market shelves of every convenience store and grocery stores.

PR videos and images were posted and trended online, generated huge response nationwide at all ages. And it became the most engaged campaign of 2021, although it was originally an environmental challenge.

·Ranked 1st on Twitter Engagement Ranking in Japan, 2021.

·Many fan arts of CATNOODLE are made, and shared on Twitter, TikTok, Instagram and various other platforms.

·Minister of the environment complimented the project on Twitter.

·Ranked in Twitter Trending?Yahoo Japan’s trending keywords.

·59,400 Likes, 254,000 ReTweets, 5.5 million organic views.

·Reduced plastic by 33 tons per year.