Ching's Korean Noodles: Kimchi & Spicy Veg
Two AI-made TV films for the launch of Ching's Secret Korean Instant Noodles. An ordinary office pantry and a dull hostel room erupt into vibrant, animated worlds the moment the noodles hit the pan — one film for Kimchi, one for Spicy Veg, produced end-to-end with AI for a pan-India rollout.
Client
Ching's Secret (Capital Foods)
Services
Concept-to-Final AI Production
Industry
Food & Beverages
Year
2025
Challenge
Turn a dull, everyday moment into an explosion of Korean fun — blending real life and animated fantasy in a single beat, entirely through AI.
Ching's Secret was launching two new Korean Instant Noodle variants, Kimchi and Spicy Veg, and wanted a TV campaign that felt as high-energy as the product. The creative idea was the same for both: catch someone on a flat, boring day — a tired guy in an office pantry, a girl stuck in her hostel room — and the instant the noodles start cooking, send their whole world spinning into a vibrant, animated universe. The microwave becomes a drum kit; the cupboard becomes an arcade. Two distinct characters, two distinct settings, both blending photoreal live-action with stylised animation — while the bowl of noodles stays the one thing that's unmistakably real, all at broadcast quality for a national rollout.
Two films · one slurp away from chaos
Ordinary day in,
Korean fun out.
Each variant got its own film, its own hero and its own world — but the same transformation beat: the moment the noodles cook, reality flips into animation. Hit play on each to watch it happen, with sound.
Solution
We built both films with a generative-AI pipeline that carried each spot from script to final broadcast master — no set, no shoot. The hardest part wasn't the fantasy worlds; it was keeping the lead character recognisably the same person as the scene jumped from a real pantry or hostel into a fully animated one. We tuned custom passes for character consistency so the hero's face, outfit and energy hold steady across the transition.
Through it all, the noodles stay the one photoreal anchor in frame — the bowl reads as real food while the world around it stylises into a drum kit, an arcade and a jukebox. The pipeline handled scripting, AI scene generation, character animation, the live-action-to-animation transitions and final compositing, with manual art direction on every beat. Both films were graded to a consistent, fiery Korean look and delivered as HD broadcast masters for national TV.
Under the hood
How the worlds were built
한국국수 · Taste of Korea
Two flavours,
one Korean rush.
The campaign launched the range with a film each — the tangy Kimchi and the fiery Spicy Veg — both styled around the same hot, K-pop-charged Korean energy.
The outcome
Why it mattered
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