Chapter
01
Tradition in Motion
The campaign brings an unexpected collision to life: samurai tradition meets the speed, attitude and freedom of action sports. The experience expands that idea into a world where historical Japanese references coexist with contemporary culture, streetwear, sport and behavior.
Samurai / Campaign CharacterTradition in Motion
02 From Campaign to Space
Chapter
02
From Campaign to Space
The visual tension became architecture. Samurai imagery, urban structures, light, screens and oversized Cup Noodles packs shape a high-impact environment designed to be read from across the show floor and experienced up close.
Spatial Design / Big Cups / LightCCXP 2026
03 Four Flavors. Four Challenges.
Chapter
03
Four Flavors. Four Challenges.
Each new flavor becomes a different challenge: Dan Dan turns into skate, Teriyaki into ski, Chilli Tomato into surf and Curry into dunk. Together they form a continuous circuit that moves fans through four distinct physical interactions inside the same brand universe.
Skate / Ski / Surf / DunkFour Flavors / Four Challenges
04 Surf Samurai
Chapter
04
Surf Samurai
Chilli Tomato Surf becomes the hero game of the experience. In VR, players enter the wave from a first-person perspective, control the board with head movement, collect Cup Noodles, score tricks and compete for a place on the ranking.
Chilli Tomato Surf / VR GameHero Activation
Gameplay / Scoring / RankingDigital Experience
05 Collect the Culture
Chapter
05
Collect the Culture
Participation extends into a collectible system. Character keychains, Cupinho mascots and the Blind Cup turn the four sports personalities into objects fans can win, carry and keep — connecting gameplay with fandom.
Collectible KeychainsPlay / Win / Collect
Cupinho / Blind CupCollectible Culture
06 Food Culture Wears Different
Chapter
06
Food Culture Wears Different
Streetwear is part of the experience rather than a support layer. The Cup Crew uniform translates the same contemporary Japanese attitude into an oversized black silhouette, graphic typography and utility pieces that make the team part of the visual world.
Cup Crew / StreetwearFood Culture Wears Different
07 Noodles, Not Just Content
Chapter
07
Noodles, Not Just Content
The journey returns to the product through sampling and two dedicated retail points. Product display, giant packs and service counters make the new flavors part of the physical experience — connecting play, culture and consumption in the same ecosystem.
Retail / Sampling / ProductTwo Noodle Stores
From Japan. Into the Wave.Cup Noodles × CCXP 2026
