Cup Noodles, known for its quirky marketing campaigns, has unveiled a retro-inspired gaming controller with a unique twist: a dedicated “shrimp” button. Inspired by the classic Nintendo Famicom era, this special controller has stirred excitement among fans for its nostalgic design and playful nod to Japanese wordplay.
The controller, which isn’t for sale but has been teased across Cup Noodles’ social media, combines design elements of Nintendo’s Super Famicom controller while featuring only two main buttons like the original Famicom. But instead of standard A and B buttons, it has been replaced with one “shrimp” button — a pun on the Japanese pronunciation of “A” and “B,” which sounds like “ebi,” the Japanese word for shrimp. This clever touch adds a whimsical element to the controller, blending the gaming world with Cup Noodles’ iconic seafood flavor.
Though the controller itself is just a promotional item and not available for purchase, it’s all part of Cup Noodles’ current “Cup Noodle Quest 2” campaign. As part of this ongoing promotion, fans can redeem points for a variety of unique, branded goods. Participants can collect points through purchases, and this campaign is set to run until January 2025. Alongside the controller, the campaign offers a lineup of other Cup Noodle-branded items, adding an extra layer of fun for fans and consumers who enjoy both gaming nostalgia and Nissin’s iconic products.
Cup Noodles’ “shrimp button” controller is yet another example of the brand’s creative marketing approach, drawing on both retro gaming culture and wordplay to engage its audience. The controller has received positive feedback on social media, with fans applauding the company’s lighthearted, imaginative take on marketing and its homage to the Famicom era, even if it’s just for laughs.
