Demae Iccho × BE@RBRICK First-Ever Collaboration
Ching Chai Transforms into Giant Designer Toy Igniting New Wave of Collectible Craze

To celebrate the 40th anniversary of Demae Iccho Made in Hong Kong, Nissin Foods proudly unveils a cross-industry collaboration with Japan’s iconic designer toy brand MEDICOM TOY. For the first time ever, a 3000% Giant Ching Chai BE@RBRICK of 2 meters’ tall will debut at the CUPNOODLES MUSEUM Hong Kong, creating a one-of-a-kind “Visual × Taste × Experiential” space that showcases the boundless creativity of the brand.

As the beloved mascot of Demae Iccho, Ching Chai has captured the hearts of Hong Kong consumers for four decades, becoming an icon of Hong Kong’s instant noodle culture. From the classic Sesame Oil Flavour to trendsetting innovations, Demae Iccho has continuously pushed the boundaries of instant noodles, now offering over 20 unique flavours. Each one is a creative expression, transforming instant noodles from a daily staple into a cultural language.

This commitment to creativity aligns perfectly with the philosophy of BE@RBRICK, a minimalist bear-shaped figure as a canvas, empowers designers, brands, and artists to express themselves, resulting in countless bold and iconic creations that have become symbols of global pop and art culture.

Giant 3000% Ching Chai BE@RBRICK Makes Its Debut — A Must-Visit Spot for Trendsetters

Themed “Demae Iccho × BE@RBRICK: Visual · Taste · Experiential Zone”, the collaboration will be showcased at the CUPNOODLES MUSEUM Hong Kong. One of the highlights is four 2-meter-tall Ching Chai BE@RBRICK, blending street art aesthetics with instant noodle culture to create an immersive photo-worthy experience. The exhibition runs from 16 October 2025 (Thursday) to 11 January 2026 (Sunday), and is open to all visitors holding a same-day workshop ticket at the Museum*.

Global Debut of Limited-Edition Ching Chai BE@RBRICK Set

In addition to the giant installation, a limited-edition Ching Chai BE@RBRICK set will be released globally, featuring both 100% and 400% versions. Highly collectible and rich in commemorative value, the set is expected to become a must-have for designer toy enthusiasts. In Hong Kong, it will be available at the CUPNOODLES MUSEUM Hong Kong gift shop, priced at HKD 1,660. Each set comes with a complimentary pack of Hokkaido Demae Iccho (5-pack).

Join the Demae Iccho Factory — Customize Your Own Instant Noodles

The CUPNOODLES MUSEUM Hong Kong also offers a hands-on Demae Iccho workshop, where participants can experience the full noodle-making process — from kneading dough and cutting noodles to deep-frying and designing personalized packaging. This interactive activity is perfect for families, couples, and friends, combining fun and learning while celebrating the craftsmanship behind the brand.

Create, Snap, Shop — All in One Place. Plan Your Visit Today!
Demae Iccho invites you to be part of this limited-time creative celebration. Whether you're a trend lover, art enthusiast, or loyal fan of the brand, this immersive space — combining designer toy exhibition, interactive workshops, and exclusive merchandise — offers a unique sensory experience. Step into the creative world of Demae Iccho and celebrate this milestone with Ching Chai!

* Event Details at a Glance：