NISSIN FOOD PRODUCTS CO.,LTD., one of the leading instant noodle manufacturers in Japan, established the online community "NAMAZON" in April 2002 in order to build a new form of relationships with its instant noodle buyers."NAMAZON", a Japanese coinage meaning "Village of Noodle", is the online community taking a form of imaginary village. Registered users can enjoy the village life by owning a cup-shaped house of his/her favourite instant noodle, exchanging letters with other users, playing games and shopping at various shops.The number of registered users has grown to 25,000 by March 2003 and is now still increasing. Average frequency that a user visits the site is 39 times a year and average time spent on the site per visit is about 13 minutes.As this satisfactory result shows, the online community "NAMAZON" has successfully become a nontraditional tool that can stay in close contact with its users and easily provide them with the company and product information.