KOKA Noodles Partners with Grow uP Esports

Key insights

5 slides

New Alliance

KOKA Noodles has partnered with Grow uP Esports to promote its products to gamers.

This strategic collaboration aims to increase brand visibility for KOKA Noodles within the global gaming community. The partnership was announced in February 2026.

Product Focus

The partnership will highlight the convenience and variety of KOKA products for gamers.

A core component of the strategy involves direct product sampling and experimentation. Fans can interact with KOKA products during various gaming-related gatherings and tournaments.

Product Alignment. The partnership aims to leverage the convenience and variety of KOKA products to align with the lifestyle of gamers and esports fans.

1 / 5

Ask AI about this article

Summary

KOKA Noodles has entered into a strategic partnership with the non-profit organization Grow uP Esports to increase brand visibility within the global gaming community. The collaboration, announced in February 2026, aims to integrate the noodle brand into the esports lifestyle through authentic engagement and experiential marketing. While the financial terms of the agreement remain undisclosed, the partnership is scheduled to span several months.

The initiative focuses on connecting the KOKA brand with gamers by highlighting the product's convenience and variety. Planned activities include a mix of in-person and digital events, community-focused activations, and content featuring athletes and creators. A core component of the strategy involves direct product sampling and experimentation, allowing fans to interact with KOKA products during various gaming-related gatherings and tournaments.

This partnership leverages the respective strengths of both entities: KOKA Noodles, an international brand manufactured by the Singapore-based Tat Hui Foods Pte. Ltd. with distribution in over 50 countries, and Grow uP Esports, a Portugal and Macau-based organization founded in 2002. Grow uP Esports specializes in managing competitive teams and talent while assisting brands in reaching millennial audiences through innovative marketing. By aligning with a non-profit dedicated to promoting healthy and responsible esports, KOKA Noodles seeks to establish a meaningful presence within the competitive gaming ecosystem.