Indomie: how Nunuk Nuraini left a lasting legacy in Saudi Arabia

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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expatriates alike. (Supplied)
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Updated 01 February 2021
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Indomie: how Nunuk Nuraini left a lasting legacy in Saudi Arabia

  • Indonesian instant noodle brand a staple of every Saudi household since the 1980s

RIYADH: In her dying moments, Nunuk Nuraini, probably did not know how many lives she had touched with the creation of something so simple.

But the creator of the world-famous Indomie noodles’ “Mie Goreng” flavor, left a legacy behind that impacted households across Saudi Arabia and further.

Everyone likes to think they will be remembered for something good, a legacy that maybe helped impact lives – in the case of Nuraini that was a flavor that reminded  Indonesian domestic workers of home and they shared this with their employers who now see the noodles as their “go-to comfort food.”

She could not possibly have known how many lives she touched, but on hearing of her death, fans of the now cult instant noodle brand took to social media to express their appreciation for Nuraini and her creation.




Mie goreng, which translates to ‘fried noodle’ in Indonesian, is the most popular flavor of the Indomie instant-noodle brand.

It is not known what caused her untimely death on Jan. 27  - she was just 59-years-old – but that simple creation is a legacy that many Saudi households will remain eternally grateful for.

Ask any Saudi about their favorite brand of instant noodles, and the answer will almost certainly be “Indomie.”

Launched in Indonesia in 1972, the instant noodles made their way to the Kingdom in 1986. Popularized by Indonesian domestic workers hankering for a taste of home, their affordability and unique flavor quickly gave the noodles an almost cult-like status among Saudis and expats alike.

Indomie’s popularity in the Kingdom eventually led to the creation of three factories in Saudi Arabia to meet the product’s high demand. Indomie’s main factory in Jeddah, the largest in the MENA region, produces up to 2 million packs a day in Jeddah alone, since it opened its doors in 1992.

FASTFACT

Launched in Indonesia in 1972, the quick and tasty noodles made their way to the Kingdom in 1986.

Hospital worker Sarah Al-Suqair told Arab News that Indomie had been an integral part of Saudi kitchens for as long as she could remember, and that preparing and eating the noodles didn’t just take place at home either.

“I remember a time when Indomie cups were the craze of the day at school, and there was a lot of swapping of Indomie cups for money, toys, trinkets, video games and movies, or even favors like doing homework,” she said. “It was the most delicious form of contraband in school, especially when the teachers caught wind of the craze and started banning them.”

Al-Suqair also recounted the wild ways in which students would prepare the instant cups at school, with little access to the boiling water necessary to create the soup.

“I remember some of my classmates getting suspended for sneaking into the chemistry lab and trying to use a Bunsen burner to boil water for the noodles. Another favorite trick was for two students to enter the teachers’ lounge, where one of them would distract the teacher with something menial while the other surreptitiously tried to sneak water from their kettle,” she said.

Nutritionist Leila Bakri told Arab News that her No. 1 weakness was probably a heaping bowl of Indomie mie goreng, something she couldn’t resist no matter how unhealthy it was.

“Instant noodles in general aren’t really healthy food, due to the amount of sodium, MSG, and processed ingredients in them. But I really can’t help it. I grew up eating Indomie at home; I think we all did. It’s easy to make, it’s inexpensive, and really filling. I try to make it healthier by adding chicken, veggies, anything fresh. I even tried making my own version, but the truth is, no matter how much I try, I can never recreate the authentic Indomie flavor,” she said.

Indomie as a brand has secured its place even in the Kingdom’s pop culture sphere. The logo has found its way onto merchandise, such as T-shirts and kitchenware, pins and stickers, and even led to the creation of a short-lived mobile game, Indomie Dash, in 2013. As news of the death of Indomie mie goreng pioneer Nunuk Nuraini broke on Wednesday, people from all over the world flocked to social media to post tributes in her honor, with many fixing up a bowl of noodles and sharing photos to celebrate her life.

Mie goreng, which translates to “fried noodle,” is the most popular flavor of the Indomie instant noodle brand. However, the brand has several flavors and varieties available, from spicy fried noodles, to chicken curry, to beef broth, and even a vegetarian option.

Indofood pioneered instant noodles production in Indonesia, and is one of the largest instant noodle producers in the world. It has regional offices across the globe and Indomie is available in more than 80 countries. Indomie has also experimented with local flavors for several special packets in the countries where the brand is most popular. For example, in Nigeria, one of the largest worldwide consumers of Indomie, a Jollof flavor was released, replicating some of the flavors of the West African rice dish.

The limited availability of those flavors has led to a bizarre black market of instant noodles, with criminally overpriced packs making their way onto Ebay. A pack of five mie goreng packets averages at about SR7.45 ($ 1.9), but a box of 20 packets of Indomie Relish, a flavor released in Nigeria, will run you a whopping $70 (SR 262.5) on Ebay.

Indonesian chefs have also utilized Indomie noodles in unusual ways, such as the creation of an Indomie mie goreng ice cream by West Jakarta-based creamery, Holi Ice Cream.

And the craze hasn’t stopped at food itself. Australian gift vendor Grey Lines put out a line of “Mi Goreng Noodle Scented Candles” in 2019, inspired by the much-loved Indomie brand noodle.

However, other countries will be hard-pressed to match the Kingdom’s love for the noodle.

In an interview with Katadata, a business news site, Indofood CEO Franciscus Welirang said Indomie consumers in Saudi Arabia are now in their second generation. Indomie also dominates 95 percent of the instant noodle market in the Kingdom, despite quite a few contenders, according to the Indonesian Consulate General in Jeddah.


Saudi deputy foreign minister engages in key diplomatic meetings at donors’ conference in Jeddah

Updated 26 October 2024
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Saudi deputy foreign minister engages in key diplomatic meetings at donors’ conference in Jeddah

JEDDAH: Saudi Arabia’s deputy minister of foreign affairs Waleed Elkhereiji held a series of high-level meetings on Saturday on the sidelines of the Donors’ Conference to Support Internally Displaced People and Refugees in the Sahel and Lake Chad Region.

The conference, held in Jeddah, brought together international representatives to address the humanitarian challenges impacting the region.

Elkhereiji met with Hissein Brahim Taha, Secretary-General of the Organization of Islamic Cooperation (OIC), to review Saudi Arabia’s relations with the OIC across various sectors.

Discussions also covered significant regional and international developments and the Kingdom’s ongoing efforts to address these challenges. Saleh Al-Suhaibani, the Kingdom’s Permanent Representative to the OIC, was present at the meeting.

In a separate engagement, Elkhereiji met with UNICEF Deputy Executive Director Ted Chaiban.

The two officials explored opportunities to enhance Saudi-UNICEF cooperation, focusing on the organization's humanitarian efforts and sustainable development goals (SDGs). Al-Suhaibani and Fareed Al-Shehri, Director General of the Ministry of Foreign Affairs branch in the Makkah Region, also attended the meeting.

Elkhereiji also held talks with Mohamed Salem Ould Merzoug, Mauritania's Minister of Foreign Affairs, African Cooperation, and Mauritanians Abroad.

Their discussions centered on strengthening bilateral relations between Saudi Arabia and Mauritania, while also addressing regional and international developments.

These meetings underscore Saudi Arabia’s active role in fostering international cooperation and addressing pressing humanitarian issues in the Sahel and Lake Chad regions, with the aim of contributing to sustainable development and stability in affected areas.


KSrelief chief, UNHCR official meet on sidelines of Sahel donor conference

Updated 26 October 2024
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KSrelief chief, UNHCR official meet on sidelines of Sahel donor conference

  • Al-Rabeeah and Mazou discussed ongoing relief efforts and explored avenues to bolster cooperation in aid distribution and refugee assistance

JEDDAH: Dr. Abdullah Al-Rabeeah, head of KSrelief, met with Raouf Mazou, the UNHCR assistant high commissioner for operations on Saturday to address critical humanitarian needs in the Sahel and Lake Chad Basin, Saudi Press Agency reported.

The meeting was held on the sidelines of the High-Level Ministerial Donors Conference, co-hosted by KSrelief and the Organization of Islamic Cooperation in Jeddah.

Al-Rabeeah and Mazou discussed ongoing relief efforts and explored avenues to bolster cooperation in aid distribution and refugee assistance.

Mazou praised Saudi Arabia’s extensive humanitarian initiatives, particularly through KSrelief’s efforts to aid displaced populations worldwide.

The conference shed light on a crisis that has often been overshadowed by other global events.

More than 33 million people across six nations — Nigeria, Niger, Chad, Cameroon, Burkina Faso, and Mali — are suffering the severe consequences of conflict, displacement, and food insecurity.

Addressing this pressing crisis, the Jeddah conference brought together international leaders, government representatives, and aid organizations, emphasizing the urgency for unified action and financial commitment to meet the needs of millions affected.


Forgotten no more: global leaders confront Sahel and Lake Chad Basin crisis at Jeddah conference

Updated 26 October 2024
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Forgotten no more: global leaders confront Sahel and Lake Chad Basin crisis at Jeddah conference

  • Issue requires ‘multifaceted, sustained response,’ KSrelief chief tells Arab News

JEDDAH: After years of international neglect, the worsening humanitarian crisis in the Sahel and Lake Chad Basin region finally commanded global attention on Saturday as international leaders, humanitarian organizations, and government representatives convened in Jeddah for the High-Level Ministerial Donors Conference. 

Co-hosted by Saudi aid agency KSrelief and the Organization of Islamic Cooperation, the event focused on the plight of more than 33 million people across six countries — Nigeria, Niger, Chad, Cameroon, Burkina Faso, and Mali — struggling with conflict, displacement, and hunger. 

“The fact that we are all here today is already a success,” Dr. Abdullah Al-Rabeeah, supervisor-general of KSrelief, told Arab News on the sidelines of the event. “This conference has brought a forgotten crisis back to the forefront, where it deserves to be, and we are giving voice to millions who have been ignored for too long.”

A crisis long overlooked by the world

For years, the multifaceted crisis in the Sahel and Lake Chad Basin region has failed to capture the sustained attention of the global community. Despite the destabilizing effects of violent extremism, environmental degradation, and deep-seated poverty, the region has struggled to secure the international resources needed for an effective response. 

Speaking to Arab News on the sidelines of the conference, Gilles Fagninou, UNICEF’s regional director for West and Central Africa, described the dire state of affairs.

“This is one of the most severe humanitarian crises we face, yet it receives far less attention than others,” Fagninou said. “Millions of women, children, and families are trapped in a cycle of suffering that the world seems to have forgotten.”

The violence that is responsible for much of the displacement of the local population in the area has largely been caused by armed groups such as Boko Haram and the Islamic State West Africa Province, which continue to spread terror across northern Nigeria and the broader region. Their brutal insurgencies have forced more than 11 million people from their homes, creating one of the largest displacement crises globally.

Patrick Youssef, regional director for Africa at the International Committee of the Red Cross, emphasized this during his interview with Arab News. “Every year, we see more displacement, more conflict, and an ever-widening gap between humanitarian needs and the resources available,” he said. “Conflict and climate change are converging, making the suffering of these populations unimaginable.”

A human catastrophe: displacement, hunger, and desperation

The humanitarian fallout from the crisis is staggering. Families displaced by conflict now reside in overcrowded camps where basic necessities — food, clean water, and medical care — are in critically short supply.

Al-Rabeeah stressed the human cost, saying: “The numbers are not just statistics — behind every figure is a person who has lost their home, their livelihood, and their sense of safety.”

With more than 3 million internally displaced persons in Nigeria alone and millions more across Chad, Niger, and Burkina Faso, the region’s humanitarian needs are overwhelming.

A particularly pressing concern is food security. According to UNICEF, 13 million people are at immediate risk of malnutrition, with children disproportionately affected. Fagninou warned that the situation is on the verge of spiraling further into disaster.

“We are on the brink of a catastrophe,” he said. “If the international community does not act now, millions of lives are at stake. This crisis is happening now — it is not a distant threat.”

Climate change: a growing threat to stability

Compounding the region’s instability is the devastating impact of climate change. Lake Chad, once the heartbeat of economic and social life for nearly 30 million people across Nigeria, Chad, Niger, and Cameroon, has shrunk by a staggering 90 percent over the last 50 years due to climate change and unsustainable water use.

The loss of so much of the lake has severely undermined local economies, particularly in fishing and agriculture, while desertification is forcing nomadic herders and farmers into direct competition over dwindling resources.

Youssef highlighted the brutal reality of these interconnected crises in his interview, saying: “The interplay between violence, resource scarcity, and environmental degradation is overwhelming communities.

“We are seeing the catastrophic effects of climate change in real-time. Livelihoods are collapsing, and displaced populations are struggling to find even the most basic resources, such as water and food.”

Erratic weather patterns, including droughts and floods, have further worsened the situation, with agricultural production becoming increasingly unreliable. The Sahel region is now seeing the expansion of arid lands, driving migration and intensifying conflicts over resources. 

As Al-Rabeeah noted, addressing these environmental challenges is key to long-term stability. “It is not enough to provide immediate relief; we need to invest in sustainable development and climate adaptation strategies that can prevent future crises,” he said.

The urgent need for international action

Despite the magnitude of the crisis, it remains one of the most underfunded humanitarian emergencies in the world. The UN and international NGOs have repeatedly called attention to the funding gaps that have hampered efforts to meet basic needs, such as food, healthcare, and education. 

Al-Rabeeah underscored the importance of a sustained international commitment: “While food security and healthcare are immediate priorities, we must also focus on building resilience and creating pathways for development. This is not just a short-term emergency — it requires a multifaceted, sustained response.”

Both Fagninou and Youssef echoed his sentiments. Fagninou, speaking on the role of the global community, said: “The international community must recognize the urgency of this crisis and provide the necessary resources. Local governments are doing their part, but they cannot tackle this alone.”

Youssef, reflecting on the broader needs, remarked: “Humanitarian assistance alone will not end the suffering. We need a commitment to peace and stability, alongside humanitarian efforts. Without addressing the root causes of conflict, the cycle of violence and displacement will only continue.” 

A path forward: hope amid the crisis

The presence of high-level delegations, UN agencies, and major donor countries at the conference has produced a renewed sense of hope that the Sahel and Lake Chad Basin region will no longer be overlooked, and signals a potential turning point in mobilizing international support. Al-Rabeeah, for one, expressed optimism.

“The fact that so many key stakeholders are at the table — from governments to international donors and UN agencies—means that this crisis is no longer being ignored,” he said. “I believe we can generate significant financial commitments, despite global economic challenges.”

This conference could prove to be a pivotal moment in the international response to one of the world’s most overlooked humanitarian crises. It is a call to action; a reminder that the people of the Sahel and Lake Chad Basin are not forgotten, and that — with the right support — there is still hope for a brighter future.


KSrelief, WFP agree to provide food aid to Yemen

Updated 26 October 2024
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KSrelief, WFP agree to provide food aid to Yemen

  • Under the terms of the agreement, 13,798 tons of essential food items will be distributed
  • The program will support activities that drive resilience by providing conditional financial assistance to participating families

JEDDAH: Saudi aid agency KSrelief signed a cooperation agreement with the UN World Food Program at a high-level conference in Jeddah to provide $25 million in food aid to the most vulnerable families in Yemen, Saudi Press Agency reported.
The agreement was signed at the OIC Donor Conference to Support Displaced Persons and Refugees in the Sahel and Lake Chad region, co-hosted by KSrelief and the Organization of Islamic Cooperation.
It was signed by KSrelief’s senior adviser for medical and humanitarian research, Dr. Ziyad Meemish, and the WFP’s Deputy Executive Director and Chief Operating Officer Carl Skau.
Under the terms of the agreement, 13,798 tons of essential food items will be distributed, and the program will support activities that drive resilience by providing conditional financial assistance to participating families, to establish and rehabilitate resources that support the food chain over six cycles.
The initiative will directly benefit 546,364 individuals and indirectly assist a further 57,313 people in the governorates of Hudaydah, Dhale, Marib, Al-Bayda, Hadhramaut, Al-Mahrah, and Socotra.
Supervisor-general of KSrelief, Dr. Abdullah Al-Rabeeah, held several meetings at the conference.
He met with Skau and the two sides discussed the latest developments in KSrelief-WFP projects, which provide essential food aid and improve living conditions in needy communities.
Skau commended the Kingdom’s significant humanitarian role, exercised through KSrelief.
Al-Rabeeah also met with UN Acting Under-Secretary-General for Humanitarian Affairs and Emergency Relief Coordinator Joyce Msuya.
The two officials discussed cooperation and issues of common interest pertaining to relief and humanitarian affairs, as well as key topics tackled at the conference.
Additionally, Al-Rabeeah held a meeting with UNICEF Deputy Executive Director for Humanitarian Action and Supply Operations Ted Chaiban.
They discussed humanitarian and relief efforts, particularly global support for children.


Saudi fund delivers 1,568 housing units in Tunisia

Updated 26 October 2024
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Saudi fund delivers 1,568 housing units in Tunisia

  • Kingdom’s unwavering support praised by minister

RIYADH: Saudi Arabia’s Ambassador to Tunisia Abdulaziz bin Ali Al-Saqr and Tunisian Minister for Equipment and Housing Sarra Zaafrani Zenzri have overseen the delivery of 1,568 housing units funded by the Saudi Fund for Development in Bakri city in the Ariana Governorate in northern Tunisia.

Abdullah bin Ali bin Mohammed Al-Zahrani, the Saudi fund’s director of North Africa operations, was present at the occasion, the Saudi Press Agency reported on Saturday.

The initial phase of the project, which is being implemented in various governorates of Tunisia, involves the provision of 4,715 social housing units with concessional financing from the Saudi fund totaling $150 million.

The Tunisian minister expressed gratitude and appreciation to Saudi Arabia for its unwavering support.

Al-Saqr congratulated the families benefiting from the project, which is designed to provide adequate accommodation for Tunisian citizens.

He pledged the Saudi fund’s commitment to carrying out all of its guaranteed development projects in the various regions of Tunisia.

An $85 million contract was signed last month to construct and equip the King Salman bin Abdulaziz University Hospital in Kairouan, Tunisia, through the SFD.

The project aims to strengthen healthcare infrastructure, establishing Kairouan as a regional health hub for the northwest and central regions.

This will reduce the need for patients to travel long distances for treatment and help bridge the development gap between Tunisian regions, promoting social growth and stimulating economic activity.

The Saudi fund has already provided Tunisia with funding for 32 development projects and programs through development soft loans totaling more than $1.23 billion.

In addition, Saudi Arabia has provided four grants through the fund, amounting to more than $105 million, to support various development sectors in Tunisia.