“CUP NOODLE” is a brand that was created by Japanese people’s ideas and that changed the diet in the world.At the time it was invented, “MADE IN JAPAN” things, such as CD Walkman and Shinkansen (bullet train), were overflowing with imagination and energy that surprises the world.In 2011, the 40th anniversary year, we went back to basics and launched an advertising campaign with the following themes;”Re-ignite the energy in the Japanese genes” and “BOIL JAPAN.”These keywords encouraged Japanese people after the disaster and received much empathy.