Ippudo is the world-renowned Japanese ramen brand under Maxim’s. However, the brand image associated with a label of classic, once-famous ramen had gradually become a familiar appearance, without providing a refreshing change. In order to build a new image, we chose Kamen Rider for the crossover, trying to use different approaches comprehensively for the promotion. Apart from advertisements, we also designed Kamen Rider’s order sheet, menu, staff uniforms and interactive installation to promote the newly released lobster ramen. The consumers’ response was enthusiastic. More importantly, the whole promotion campaign filled the restaurants with an energetic and joyful atmosphere. Not only did it fill the consumers with joy, but it also boosted employee morale.