Snow Man's Raul Crowned the Face of Nissin RaOh as 'People of Ra' Frenzy Sweeps Social Media

Nissin Foods has announced the appointment of Raul, a member of the popular idol group Snow Man, as the new commercial star for its renowned instant noodle brand, Nissin RaOh. Following the official social media announcement—"Raul, the superstar of the 'Ra' realm, transforms into six different 'Ra' Kings! Come forth, 'People of Ra,' and choose your RaOh!"—the phrase "People of Ra" (Ra no Tami) immediately trended on X (formerly Twitter), igniting massive excitement among fans.

In the new commercial, Raul dons different costumes and personas to portray six distinct varieties of RaOh with an abundance of humor. The quirky vocabulary and comical universe featured in the ads captured fans' hearts. Furthermore, because Raul had previously used the term "People of Ra" during personal livestreams, fans suspect the campaign adopted his own playful phrasing, sparking widespread surprise and delight online with comments like, "Was that comment foreshadowing all along?" and "Nissin's attention to detail is unreal!"

The campaign has also generated intense buzz for its exclusive promotional merchandise: the limited-edition "Citizen ID Card for the People of Ra." Due to the strictly limited number of winners, an enthusiastic scramble has begun among fans, with comments such as "I want this more than an official government ID" and "I'm giving it my all to become one of the chosen thousand elite."

Blending Raul's striking visuals with his signature humor, the new commercial has resonated well beyond his core fan base. Eager to show their devotion, self-proclaimed "People of Ra" have already rushed to store shelves, creating a surge in sales across Japan.

The Context

Snow Man is one of Japan's top-charting male pop idol groups under the talent agency STARTO ENTERTAINMENT (formerly Johnny & Associates). Raul, the youngest member of the group, is known for his towering height, striking looks as an international fashion runway model, and charming, comedic off-stage personality. Nissin RaOh—with "RaOh" literally meaning "Ramen King"—is a long-running, premium instant ramen brand by Nissin Foods known for high-quality non-fried noodles. Playfully pairing Raul's name with "RaOh" and utilizing his existing inside jokes with fans has proven to be a masterstroke of marketing, blending viral internet fandom culture with everyday convenience store retail.

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