Covering the food & beverage industry, beauty, fashion, retail markets, the Ministry of Land, Infrastructure and Transport, the Ministry of Agriculture, Food and Rural Affairs and related people and entities worldwide
Nongshim launches global Shin Ramyun campaign at Times Square
A Nongshim Shin Ramyun advertisement in collaboration with Netflix’s KPop Demon Hunters is displayed on a digital billboard in New York, Friday (local time). Courtesy of Nongshim
By Ko Dong-hwan
Nongshim staged a large-scale global campaign at New York’s Times Square on Friday to mark the launch of its collaborative Shin Ramyun edition featuring Netflix’s hit animated film “KPop Demon Hunters,” the company said Monday.
One of the most famous tourist spots on earth and visited by some 450,000 people each day, Times Square hosted a series of on- and offline interactive events to give consumers from around the world a firsthand taste of the brand's iconic noodles and snacks.
During the event, the company unveiled a giant digital advertisement at Times Square showcasing the special collaboration with “KPop Demon Hunters.” In addition to the display, Nongshim operated themed booths that offered immersive brand experiences.
In the “Food Zone,” visitors sampled dishes such as shrimp crackers and Shin Ramyun Toomba flavor noodles prepared using instant ramyeon cookers, offering a taste of the method popularized by convenience stores along Seoul's Han River. The “Reward Zone” featured an instant photo booth with “KPop Demon Hunters” characters, while the “Event Zone” offered giveaways, including Shin Ramyun products, to participants who followed the brand on social media, connecting on-site excitement with the online community.
“This campaign went beyond simple digital advertising — it was a festival where global consumers could directly taste and enjoy Shin Ramyun,” a Nongshim representative said. “Starting from New York’s Times Square, we will continue to engage with consumers worldwide and actively spread Shin Ramyun’s global slogan, ‘Spicy Happiness in Noodles.’”
Nongshim began rolling out its “KPop Demon Hunters” collaboration packages in late August, starting in Korea and expanding globally. Sales began in mid-September across the Americas, and the company plans to introduce the products in Europe — including the U.K., France and Germany — as well as in Australia within the year.