Lee Kum Kee Launches New Noodle Range With Immersive ‘House of Noodles’ Pop-Up at Outernet London
This December, Lee Kum Kee is inviting Londoners and visitors to the capital to step into The House of Noodles. Open for one weekend only on Saturday 13 and Sunday 14 December, The House of Noodles celebrates the launch of Lee Kum Kee’s brand-new noodle range, created for authentic taste and premium handmade-style texture – by bringing these qualities to life through a creative 360° multi-sensory experience.
Set inside the iconic Outernet, one of the UK’s most exciting and most-visited cultural destinations, this immersive pop-up blends taste, sound, play and visual spectacle to showcase noodles in a completely new way. Highlights will include:
· The ‘Noodley Couch’ – a custom made noodle-inspired Noodle Couch created to resemble swirling bowls of noodles. Complete with cushions shaped like bok choy, soft-boiled eggs, and char siu slices.
· A floor-to-ceiling hanging noodle installation invites guests to wander through and get lost in strands of ‘noodles’ whilst capturing playful photos.
· A custom-made claw grabber machine, offering the chance to win limited-edition noodle hats, chopsticks and Lee Kum Kee meal kits. A giant noodle wall provides another moment for photos and interaction.
· A large-scale digital screen installation will surround the space with hypnotic noodle-themed visuals.
The House of Noodles has been created to celebrate the launch of Lee Kum Kee’s first-ever noodle products in the UK. The Plain Noodle range – featuring four authentic Asian-style varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles* – has been designed to give consumers authentic and bold Asian-style noodles with great quality and texture, and ultimate convenience and speed of cooking.
To truly bring The House of Noodles to life, visitors will be able to try freshly cooked bowls of noodles perfectly paired with Lee Kum Kee sauces.
Step inside Lee Kum Kee’s House of Noodles – a full sensory journey where taste, sound, and storytelling intertwine. Experience bold flavours, engaging interactions, and the joy of noodles like never before.
Key Details
What: Lee Kum Kee – The House of Noodles immersive pop-up
When: Saturday 13th December 2025 11:00am – 5:00pm, Sunday 14th December 2025 11:00am – 7:00pm
Where: Outernet London, Charing Cross Rd, London WC2H 8LH (next to Tottenham Court Road station)
Cost: Free entry
Lee Kum Kee’s Plain Noodles
Lee Kum Kee’s new Plain Noodle range is ready to eat in under three minutes (with the exception of the Knife-Cut noodles which are ready in just five minutes) and include:
· Egg Noodles: Smooth, golden and handmade in style, offering a springy bite. Ideal for multiple meal occasions, from quick stir-fries to light soups.
· Ramen Noodles: Bringing a tender, smooth texture and satisfying bite, the perfect choice for a hot, wholesome bowl of comfort soup.
· Knife-Cut Noodles: Handmade quality thick ribbons with standout texture and a strong visual appeal. Their shape holds sauce beautifully – perfect for premium meal solutions.
· 4-Flavour Noodles* – These combine ramen, soba, spinach and purple sweet potato noodles in one product, these noodles can be enjoyed individually or mixed together for a subtly balanced flavour blend. Delicious in every bite.
Additionally, Lee Kum Kee has launched a brand-new Noodles Kit range made for anyone who wants quick meals without giving up real, bold flavour. There are two comforting soup options – a creamy Singapore-style Satay broth, and a rich, nutty Sichuan-inspired Dan Dan. Plus, two tasty sauce varieties: the spicy, tongue-tingling Mala and the fragrant Shallot Oil. Each kit comes with chewy, handmade-style knife-cut noodles and cooks in just five minutes, making it an easy, delicious choice for any day of the week.
The Lee Kum Kee Egg and Knife-Cut Noodles are now available in Sainsbury’s, and the full range is available on Amazon and Lee Kum Kee eShop. Egg, Knife-Cut, Ramen and 4-Flavour are available in 180g [RRP £1.50] and 360g [RRP £2.50] packs, offering a premium product at an everyday price point.
Lee Kum Kee will also launch its noodle kits [RRP £2.50], pairing plain noodles with specially crafted sauces, available on Amazon.
