Indonesia’s latest chart-topping sensation, “Nihon No Fureeba“, has taken the nation by storm. This catchy tune, which recently became the #1 search on Shazam, has a surprising origin: it’s a McDonald’s jingle. The lyrics, which sing praises of soft buns, crispy nori, and the authentic taste of McDonald’s Taste of Japan, have resonated with fans across the country.
The Secret Behind the Song’s Success
Ravi Shanker, Chief Creative Officer of Leo Burnett Indonesia, sheds light on the phenomenon, stating, “Because no one knew that it was an ad. The lyrics were in Japanese, untranslated, and people thought that it was just a nice feelgood J-Pop song!” He further elaborates on the deep-rooted love for Japanese pop culture in Indonesia, where fans embrace everything from songs to fashion, often without fully understanding the meaning.
A Strategic Collaboration
The insight into this cultural trend led Leo Burnett to craft “Nihon No Fureeba”, in collaboration with the talented Indonesian-Japanese singer, Ica Zahra. Released as her much-awaited Japanese single, the song, devoid of subtitles, quickly became a sensation. Within a mere week, the music video garnered over three million views, sparking countless radio discussions, TikTok dances, and cover versions.
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The Big Reveal
The plot twist came when Ica Zahra and McDonald’s unveiled the true nature of the song. The lyrics were a creative promotion for the relaunch of McDonald’s Taste of Japan burgers, spotlighting crispy nori and Yakiniku sauce. This revelation shifted the nation’s focus to the burgers, emphasizing the message that even if some might find McDonald’s onigiri-inspired burgers unconventional, the taste is undeniably lovable, mirroring the affection for Japanese songs.
A Marketing Triumph
The song’s release saw a surge in interest in the burgers, with first-week sales outpacing the last three years. Michael Hartono, Marketing Director at McDonald’s Indonesia, proudly shares, “At the end of the day, the campaign is making people love not only the burgers but also the brand. Even after people realized that it was an ad, they still continue doing karaoke with it, and the song–I mean the jingle–is now in thousands of Spotify playlists to this day.”
In the ever-evolving world of marketing, this tale serves as a reminder of the power of creativity and cultural insight. And as for music lovers, perhaps it’s wise to double-check the next J-Pop hit for any hidden marketing messages!
