Nissin Cup Noodle, “Chikarakoburu” 

Katsumi Asaba (March 18, 1940) is a leading figure in advertising and typography production. He is the fifth president of the Japan Graphic Design Association (JAGDA) and president of the Tokyo Type Directors Club. Arnold Schwarzenegger was used in this advertisement, and many foreign celebrities were used in commercials during this period of bubble economy. After listing energetic words like "eat," "burn," "get excited," "strain," "rage," "persevere," "dance," "feel," "rise," "fall in love," "do this," "do that," "love," "work hard," "overflow with energy," and "Flex muscles",  Katsumi Asaba coined the new word "Chikarakoburu" and used it primarily for advertising to a male audience.