Nissin Cup Noodle Hip Hop dance competition

Let's continue our discussion about how Nissin manages its brands. Instead of launching new variants for 合味道 , it chooses to build the brand among the young consumers with advertising, promotion and event marketing. Here is an example of an event marketing initiative, a Hip Hop dance competition. Although this event could be appealing to the young, my problem is that it is not quite associative with the brand, in terms of positioning, consumption, location, occasion and so on. Except you may argue : you hip hop, feel hungry and eat cup noodle. Can we come up with a better idea ?