Honolulu, HI – April 1, 2026 — Sun Noodle announced its new "When the Sun Shines” campaign today. It is a new seasonal initiative designed to bring energy to the typically slower summer months for ramen.
As temperatures rise and demand for hot noodle dishes naturally softens, Sun Noodle is introducing a weather-based pricing model: offering discounts on select products whenever the sun is shining. The campaign is rooted in a simple idea: if the weather shifts consumer behavior, brands should adapt with it.
“Summer has always been a quieter season for ramen,” said Kenshiro Uki, President of North America and Europe at Sun Noodle. “Instead of fighting that reality, we’re leaning into it. When the sun is out, we’re giving people a reason to still choose Sun Noodle, whether that’s for a lighter dish, a cold preparation, or just an easy, high-quality meal at a great price. Noodles aren’t just for winter. Neither is Sun Noodle.”
The promotion activates dynamically using localized weather verification and in-store POS integrations, triggering discounts automatically when clear-sky conditions are detected at participating retail locations. A similar approach will extend to foodservice partners, enabling participating restaurants to access discounted product and pass along value through seasonal menus, including refreshing cold noodle dishes such as ramen with chilled soup and ice cubes (traditional Yamagata-style).
Beyond driving sales, the initiative reflects Sun Noodle’s broader vision — to bring the warmth, energy, and joy of Sun to the world — while also helping better align demand across seasons, creating greater operational efficiency for both the company and its partners.
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About Sun Noodle
Founded in Hawai'i in 1981, Sun Noodle is a family-owned company dedicated to the craft of fresh, premium noodles. With production facilities in Hawai'i, California, New Jersey, and Rotterdam, Sun Noodle serves both world-class chefs and everyday noodle lovers. Learn more at www.sunnoodle.com or @sunnoodles on Instagram.
Media Contact
Yuna Lee
Brand Manager
yunalee@sunnoodle.com
