Otoki said on the 12th that it won in three institutional sectors at the "2025 Korea Digital Advertising Awards (KODAF 2025)." Ads for "The Hot Yeul Ramen" and "WOW cup noodles" using Generative AI won silver in the digital signage institutional sector and the digital video (short form) institutional sector, respectively, and Otoki Ramen's Instagram won an excellence award in the SNS marketing institutional sector.
Hosted by the Korea Digital Advertising Association and supported by the Ministry of Culture, Sports and Tourism, the "Korea Digital Advertising Awards" is a leading ceremony in the domestic digital advertising field, with more than 360 entries submitted each year.
The Hot Yeul Ramen ad was highly rated for its concept of "a 7,500 SHU (Scoville heat units) dopamine-popping spiciness" combined with a regional co-prosperity story with Yeongyang County, North Gyeongsang Province. Otoki said it uniquely realized a spicy-flavor universe through storytelling that used a Generative AI-created local hero character and shaped the Yeongyang pepper identity into a ring.
The WOW cup noodles ad reinterpreted the product feature of "big chunky toppings, amazing taste!" in the style of a blockbuster movie trailer. It used Generative AI to depict scenes where gigantic toppings appear in real-world spaces.
Otoki Ramen's Instagram pursued a content strategy optimized for the platform, aiming to strengthen fandom centered on Millennials and Gen Z and drive purchase conversion. It introduced content such as new product recipes and short forms reflecting trends, and, through participatory events and influencer collaborations, strengthened new product spread and linkage to sales.
An Otoki official said, "By creatively conveying the appeal and story of The Hot Yeul Ramen and WOW cup noodles through AI ads, we showed that we are leading digital advertising innovation," adding, "We also plan to develop Otoki Ramen's Instagram into a digital playground that closely communicates with consumers in step with the rapidly changing trends of Millennials and Gen Z."